David Wilding of EssenceMediacomX draws a powerful analogy between the Met Gala's dress code and media planning, arguing that, much like the gala, media sets a context for creative expression. While the explicit guidelines of the Met Gala help in interpreting fashion, the media landscape has its own subtler codes, ranging from âcocktailâ for high-end campaigns to ârelaxedâ for social media platforms. Ultimately, the message remains the most crucial aspect of effective advertising, with media serving as the backdrop that allows creativity to flourish.
Media's dress code isn't communicated as explicitly as the Met Gala's, but it's no less powerful. We instinctively know that different media channels have different 'dress codes'.
The message - not the medium - is the single biggest contributor to advertising effectiveness. But media sets the 'dress code' - the parameters and context for creativity to thrive.
To simplify things, let's look at four broad categories of dress code sitting on a spectrum from finery through to comfort: Cocktail, Smart, Smart Casual, and Relaxed.
Cocktail typically means high production values, premium environments and consumption in public - it's primetime TV, cinema, airport advertising, glossy magazines.
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