Hurley and Billabong’s Quest for Consumer Attention
Advertisements play a key role in America’s economy, impacting the purchasing decisions we deliberately or unintentionally make. Whether it be a Unique Selling Proposition or an offer they cannot refuse, if used correctly, advertisements can be extremely persuading. Clothing corporations in particular, utilize techniques that enhance brand recognition. Surfwear companies, such as Hurley and Billabong, attach pathos to their brand logos and advertisements. They are selling the idea that the buyer is, or has the potential to become, a member of the exclusive society of surfers and their way of life. This idea can be emotionally appealing to an audience that values free-spiritedness, athleticism, …show more content…
In an informal survey, I showed both ads to a seasoned older surfer and a young, consumer-oriented newcomer to surfing and their responses were uncannily similar. The veteran surfer felt that the Hurley ad was aimed toward the progressive and new surfing style, but that it evoked feelings of high energy excitement. The Billabong ad, he felt, targeted the soul surfer and made him feel relaxed and introspective. He did admit that he felt a certain prejudice, making him lean more towards Billabong because of his familiarity with the company and its reputation. The newbie reported feeling similar to the veteran surfer when looking at the print ads. She is familiar with both brands, but admits to buying more Billabong. This is primarily because Hurley designs and makes mostly men’s surfwear. She could identify both logos easily and was able to recite the Hurley tagline “Don’t try this at home”, even though it was not on the …show more content…
These two competing advertisements represent the long standing contrast between the new and progressive surfer and the soul surfer, but both are equally effective in reaching out to their target audiences and imprinting their logos. In fact, even individuals who do not surf would find these ads appealing because of the ideals that are implied in them. The surfer and his lifestyle is imagined to be glorious and laid back and active, all at once. The businessman can shed his suit and don a pair of boardshorts and feel that he can be a part of this inclusive, but elite and sought after
Advertisements play a key role in America’s economy, impacting the purchasing decisions we deliberately or unintentionally make. Whether it be a Unique Selling Proposition or an offer they cannot refuse, if used correctly, advertisements can be extremely persuading. Clothing corporations in particular, utilize techniques that enhance brand recognition. Surfwear companies, such as Hurley and Billabong, attach pathos to their brand logos and advertisements. They are selling the idea that the buyer is, or has the potential to become, a member of the exclusive society of surfers and their way of life. This idea can be emotionally appealing to an audience that values free-spiritedness, athleticism, …show more content…
In an informal survey, I showed both ads to a seasoned older surfer and a young, consumer-oriented newcomer to surfing and their responses were uncannily similar. The veteran surfer felt that the Hurley ad was aimed toward the progressive and new surfing style, but that it evoked feelings of high energy excitement. The Billabong ad, he felt, targeted the soul surfer and made him feel relaxed and introspective. He did admit that he felt a certain prejudice, making him lean more towards Billabong because of his familiarity with the company and its reputation. The newbie reported feeling similar to the veteran surfer when looking at the print ads. She is familiar with both brands, but admits to buying more Billabong. This is primarily because Hurley designs and makes mostly men’s surfwear. She could identify both logos easily and was able to recite the Hurley tagline “Don’t try this at home”, even though it was not on the …show more content…
These two competing advertisements represent the long standing contrast between the new and progressive surfer and the soul surfer, but both are equally effective in reaching out to their target audiences and imprinting their logos. In fact, even individuals who do not surf would find these ads appealing because of the ideals that are implied in them. The surfer and his lifestyle is imagined to be glorious and laid back and active, all at once. The businessman can shed his suit and don a pair of boardshorts and feel that he can be a part of this inclusive, but elite and sought after