BA in Communication Studies
Communication Studies Department
Lululemon Athletica, a brand built upon the values of balance, harmony, and culture, has one of the most unique and modern methods of advertising of any retailer today, but sometimes being unique can either elevate a brand or bring it down in flames. The brand has experimented with many different advertisement campaigns as a way to engage consumers and promote a lifestyle; some have proven successful while others have stirred up controversy and turmoil for the brand. Honesty and authenticity are not only traits valued as human characteristics, they are also highly valued in the marketing and advertising realm. Marketing authenticity can be the force that either makes or breaks a brand within the industry and their consumers. Authenticity gives a brand power and is the key to a business that will prosper. It is important to study marketing authenticity because as technology continues to grow and our lives become more virtual, we as a society seem to hunger for something genuine. For the remainder of my paper, I will be using close reading as a technique for investigating what is going on behind two different Lululemon advertisement campaigns, as well as reception studies in order to investigate and understand the consumers personal perspectives.