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rjhamilton2

Narrative advertising content

Practice advertising content Written for Journalism 202 in 2019.


Brand: Anthropologie

Audience: Younger students who just moved to college and want to feel at home

Goal: describe how Anthropologie is a ‘homey’ brand and will make you feel comfortable and cozy in all situations

Anthropologie: make everywhere feel like home.

Going to college is one of the first big adjustments that most young people are faced with. Living on your own for the first time with a bunch of strangers is a nerve-racking experience for even the most confident and outgoing student.

When UW-Madison student, Raynee Hamilton, first walked into her new dorm room, the blank concrete walls and uniform, impersonal furniture, made it seem a bit more like a prison cell than a place where she’d be living the next 9 months.

Luckily, Raynee’s mom knew how her daughter felt about moving away from home for the first time, and knew just what to do. She had hidden Anthropologie candles, the same ones that she would always burn at home, in her daughters luggage.

When Raynee unpacked the candles, they made her smile and made the adjustment to college life seem a little less scary.

When she had finally finished decorating her side of the room, she realized that even though it wasn’t the same as her childhood bedroom, the Anthropologie bedspread and tapestry that she had hung up, made her feel just as at home.

Adjusting to Freshman year wasn’t nearly as hard as Raynee had expected, she made friends in her dorm, and loved her classes. Throughout the year, whenever she felt a little homesick, she would light one of the candles and it would give her that familiar homey feeling that now followed her wherever she went.


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