Kenneth Cole: “BE REMEMBERED”

In this article, Kenneth Cole is advertising their cologne: Vintage Black (hence the black and white). Kenneth Cole’s slogan in this ad is “BE REMEMBERED.” I believe the strategy here is to say be bold. When I hear that, I think of standing out and being different from everyone else. If you are the same as all the people around you, you might not be remembered as well as someone who is different from all the rest, which brings me to my next point: the motorcycle. Not everyone has a motorcycle sitting in their garage or even has desire to have a motorcycle, but the people that do drive around on motorcycles stand out. Maybe it’s because motorcycles are loud, or maybe it’s because on any given day you will more than likely see more cars on the road than motorcycles; whatever the reason is, riding a motorcycle makes you different than most people and you stand out easier and be remembered more than someone driving a car. By wearing Vintage Black, you will “BE REMEMBERED.”

This article uses three specific needs to gain audience attention: Independence, exhibition and sexuality.

Independence is shown in this article because by wearing Vintage Black and riding a motorcycle you are different from most people. Even if you don’t want to ride a motorcycle, Kenneth Cole cologne will help you “BE REMEMBERED”.

Exhibition is shown in this article because by riding a motorcycle and looking like the man in the picture, you will be noticed. By wearing Vintage Black, the smell will gain attention from the people around you (or at least Kenneth Cole hopes).

Sexuality is very clear in this advertisement. Sexy man, leather jacket, aviators, shiny motorcycle, Kenneth Cole cologne; enough said.

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