The Effectiveness Of Advertising Through Tshirt Design Marketing Essay

T-shirt is a common thread apparel wear in the contemporary world. If you have walked down the street lately, you might noticed T-shirts are worn by everyone and everywhere. Why is it called T-shirt or Tee shirt? And it can be just called “Tee”. The definition from online Cambridge dictionaries, a simple piece of clothing which covers the top part of the body and which has no collar and usually short sleeves. A piece of cloth with T-shape made with the body and sleeves (Fig.1). Generally it don’t have pocket button and collar. The main raw material is cotton and some of the sport wear might use on jersey (fabric). It was originally made of wool, but is now made of wool, cotton, and synthetic fibers. So are they just clothes? T-shirt are reasonable in price and a tool to covered on our body. According to Walters and Fletcher (2001), T-shirt can be a portable advertising, its declaring their inspire political, musical or social affiliations for all the world to see. As a walking billboard or a medium that show the expression what people thought. T-shirts invariably inspire a reaction, shocking, controversial or humorous graphic offend or amuse depending on your age, gender, political bent or mood that day. Therefore, we know that T-shirts can be very useful tool to spread an identity just from a printed graphic onto a T-shirt and wear on people to sending out the message.

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Figure 1 – A blank T-shirt.

And today, either graphics or slogans printed on T-shirts had their part in maintaining its iconic status. The trend as a casual wear and the most popular personalized T-shirts are message clothes, Matt (2012) said a t-shirt can tell others a lot about your identity if it contains information about you or something in which you are interested. For instance, T-shirts combine with simple slogans and printed graphic to tell a message, they can as simple as possible when people first impression onto that T-shirt and know what it means (Fig.2 and 3). They are comfortable, versatile and fashionable in recent 21st century, anyone can advertise their personality or brand through just wear a T-shirt as a walking billboard on street to express a message to each other. According to Thomson (2011) said that printed T-shirts are undoubtedly getting popular not only as one of the most effective medium to express a person’s emotion or fashion statement but also as a valuable advertising vehicle. There is a wise way to advertise a brand identity itself and yet it is the cheaper form of medium. Therefore, in this advertising industries T-shirt designers stand a important role, because they are the people that play with the visual and growth the market from T-shirts to advertising purpose. Bou (2008) explained that T-shirt is used as a symbol of protest, an advertisement, a political campaign sign, also as a way for many artist and designers to express themselves and promote their work.

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Figure 2- Go green T-shirt design, that encourage people take action and go green.

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Figure 3- Save Earth = Save Myself.

Let’s together release the Earth that locks in the cage now. Our earth need our help!

As time passed by, T-shirts gained in popularity becoming an effective advertisement tool. Hence, T-shirts are effective because the T-shirt travels as far as the person wearing it. Today many types of design applications are used on apparel. Such as screen printers, silk screening, embroiderers, plot and air brushers.

In the following chapters, the history of T-shirt will be investigated. Besides that, the design or imagery used on different era that lead to a trend of advertising through T-shirt will also be discussed. The main aspect of this dissertation is to identify and analyze on how contemporary customize T-shirt as a effective medium used in advertising industry and how it works on awareness campaign, corporate, commercial and event advertisement. A few related case studies will be raised as supportive material in the analysis.

2.0 The origin of the T-shirt

2.1 Brief history of T-shirt.

From the history, T-shirt is evolved from, underwear, outerwear, military uniform to sports wear. According to Easby and Oliver (2007, p.01-02) T-shirt existence come from the early 1880s, some claim that which is a plain white cotton shirt formed as an undergarment official part of the US navy uniform. As in World War Two, T-shirt was spread to the heat of the Pacific and became the predominant uniform of U.S. soldiers. But soon they realize white T-shirts easily visible target, so they brought in sage-green T-shirts late in the war. However it was not until 1942 that T-shirts became appropriate to wear on their own and even get something to say on them. Soldiers started using screen printing and stenciling methods to create a message board as a piece of clothing. They print T-shirts with their station post, corps, or point of view. While in July 13, 1942 a printed message “Air Corps Gunnery School” T-shirt featured with a muscular soldier on the cover of LIFE magazine (Fig.04). It was in this cover that bring out the apparent of worn T-shirt trend to the public. Follow up with a massive T-shirts trend grown in the 1950s, a movie actor Marlon Brando wore one in “A Streetcar Named Desire” and this achieved a status of fashionable outerwear garments (Fig.05). Refer to Walters and Fletcher (2001, p.09) have mentioned in the year 1965, Budweiser- the beer maker was one of the major brands to use T-shirts as a marketing promotion tool, it started stamping its logo on shirts. Then Steele (2010, p.692) said in the following decade that the idea was spread to all types of brands, from Bic to Xerox.

C:UsersYUEN JUIN WAIDesktopKBU 2012_SeptDissertationTshirtLIfe-Magazine-Cover-1942-first-words-on-a-tee_Figure 02.jpg

Figure 04- LIFE magazine book cover13 JULY, 1942 issue.

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Figure 05- A Streetcar Named Desire, Marlon Brando.

2.2 Since when T-shirts started used as advertising media?

According to Wreksono (2009) and Odell (2012), in the late 40′s to 50′s: The Mickey Mouse Craze started. Companies based in Miami, began to decorate T-shirts with cartoon characters. The first recorded graphic T-shirt which is the popularity of Walt Disney’s Mickey Mouse character had printed on T-shirts created by Tropix Togs, by its creator and founder, Miami entrepreneur Sam Kantor (Fig.06). Mickey Mouse T-shirts becomes a brand icon as in products to promote Disney.

Besides that, Wreksono (2009) also mentioned that in the year 1967 the famous photo of Che Guevara, known as Heroic Guerrilla (Fig.07) was taken on the year 1960,  by Alberto Korda become an iconic image printed on T-shirts and it was so popular the image is not only found on T-shirts, but also on major brand products until today. Holtum (2011) said ” the image is rated among the world’s top 10 most iconic images, right alongside the Mona Lisa”. From a famous iconic imagery can be the major impact in T-shirts advertising, because it can be reflect a culture trust and people will still love to wear on.

When come to 1976, the “I Love New York” logo was created by Milton Glaser (Fig.08). It was created to promote the state of New York in a short tourism campaign (Wreksono, 2009). Despite this logo had created more than 30 years but it still remains a ” bestseller in Manhattan tourist shops (Blomquist, 2010) “. However, there is lot more historical records over the internet and books, but the first graphic T-shirt that used to promote a company was Disney following by iconic imagery and message T-shirts. Nonetheless, Budweiser the beer maker company that mentioned in the brief history also used their own logo stamped on T-shirts as promotional item. Throughout the history shows that T-shirts already been used as a advertising media in the 20th century.

C:UsersYUEN JUIN WAIDesktopMickey-Mouse-Shirt.JPG

Figure 06

The begin of “Ringer T-shirt”,

used of character (Mickey Mouse) to advertise a brand.

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Figure 07

Che Guevara- Heroic Guerrilla, iconic image as a trend.

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Figure 08

“I LOVE NY” T-shirt used to promote tourist campaign.

2.3 What is advertising and its purpose?

Firstly, what is advertising? Advertising is created to make an impression on its audience. Curtis, A., (2011) explained that advertising is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas. The characteristic of an advertising is to deliver a relevant message to the audiences. Wright (2000, p.26) has described advertising is self evidently dependent on the audiences seeing and acting on messages emanating from the different media. For instance, creating exposure, attention and awareness. Advertising exposure is a presentation of an advertisement to the consumer. Therefore, the existence of a advertisement exposure getting people attention and it provides information to form of communication. This could be say that the purpose of advertising exists to help sell things. This can helps a brand or company solely to inform, to raise awareness. People wouldn’t know how to make informed choice if there is no advertisement.

2.4 The Advantages of Customize T-shirt Advertising

2.4.1 Application on brand identity.

There are many ways to market a brand using advertisements in newspapers, television, radio and etc. Brand personalities and brand images create a feeling of familiarity with a known product (Wells, Burnett and Moriarty, 2003, p.175). People will always because of a brand familiarity and feel comfortable or even pleased to buy the same product again. Create brand awareness is one the aspect to spread a brand to recognized by potential customers. This move enhance visibility and exposure baring your company’s name and logo. While a company coming out a new product or a new company going publish to the public, the usage of T-shirts can be a good advertising messages across the public. For instance, the brand Levi’s is one the company that used their own brand name printed on T-shirt as a strong identity apparel wear and it’s effective stand out like a billboard (Figure 9).

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Figure 9 – Levi’s used on their brand name to advertise on T-shirts.

According to Wheeler (2009), said that “Brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move.” That could be explain why T-shirts are great for branding your company, putting in your logo and information on a T-shirt and athletic wear are all great ways to promote a company name out there and are quite effective ways to advertise. For instance, whoever worn a branded T-shirt is like an advertising billboard at the different places that he or she visits. This can be conveyed a brand identity from any person wearing a T-shirt with a message or logo of a brand and it will never go unnoticed.

There is another positive factor in the use of appropriate quality clothing T-shirt material will help to improve the trust of customers to a brand identity (Vanderlay, 2010). Therefore, in selecting a better clothing material could be increase the result in more sales and profit for a company. Whereas, come to selecting promotional items for a company’s brand identity, it is important to bear in mind the targeted audience behavior and different age group of people, because it can be increase the sales for a brand.

2.4.2 A low cost alternative in advertising.

In today’s advertising world, companies spend on advertising is to achieve the highest return on investment. There are many forms of advertising gets to people through different forms of communication. For instance, Newspapers, magazines, billboards and direct mail which are belong to traditional media. Whereas, internet, television and radio are among the contemporary electronic media. Although there are many ways in advertisement, advertising on T-shirt is a cheap but effective way of publicize a message. Borne (2006) at ShirtSprinted.com, said the first advantage for custom T-shirt because it is a cheap alternative choice, especially when compared to many traditional forms of advertising. This shows that it is a low cost alternative compared to traditional media. When someone worn a branded T-shirt in public, one T-shirt can be viewed hundreds of times in one day and it conveys a brand awareness straight away. Moreover, the more T-shirts printed at the same time the lower the cost of each T-shirt, it makes the advertising campaign larger and stronger. Today the cost of printing is lower, offering you a good price for a great marketing method ( Mariechan, 2012). T-shirt become one of the most cost-effective forms of advertising due to its high number of printing versus its low cost.

2.4.3 T-shirts are a good platform- Walking billboard.

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Figure 10 – Human walking billboard on the street.

What is a walking billboard (Fig.10)? Walking billboard is based on outdoor human billboard format that delivers messaging to a specific areas. It is a lightweight backpack with a large illuminated rear advertising panel and a smaller front facing panel which is also illuminated (Zest, 2011). How T-shirts as a walking billboard? As in similarity T-shirts as a walking billboard is much more effective than a traditional billboard due to its mobility and adaptability. All of these aforementioned mediums through which one may express itself, there is none as powerful as the “Walking Billboard” (Alisa, 2012). For instance, traditional billboard can only stand still at a place. Whereas, T-shirts as walking billboard can be certain that many people will turn to look at it when they are walking past. It also mean that don’t need wait for people to come across the billboard, but has a walking billboard spread the message to finding for customer by itself.

Besides that, the use of good quality T-shirt will usually last for years and the longer it last the longer the life of the advertising campaign and there is no further payment required for wearing it. If advertising on billboard or electronic media there will always have to pay for a expensive cost and they are often just short term advertising. For new businesses simply don’t have that kind of money to throw into advertising (Taylor, 2006). Consequently, T-shirts as a walking billboard most properly a good choice among other media for a new company. According to Taylor (2006), the use of custom T-shirts can be one such way to promote your business or service. For instance, if use of business name or a message on the T-shirt relates to the service that a company provides, it can be a good way to arouse a brand awareness. One of the most exciting things about using T-shirts as a walking billboard to advertise is the extra exposure that they can provide. When someone worn one of the branded T-shirt in the city, then they are effectively a walking billboard advert for the brand, especially if someone asks where they bought their T-shirt. According to Bou (as cited Promesas, 2008, p.130) T-shirts are something essential in today’s life, also can be a good vehicle to transmit the brand philosophy and to create brand awareness. For these reasons, T-shirts are a great marketing and promotional tool, and one that you don’t have to pay for. In fact, people pay you to wear your stuff and effectively promote you and your brand identity.

3.0 Analyzing the usage of contemporary T-shirt advertisements

3.1 The versatility medium.

In the 21st century the usage of T-shirts as advertising purpose can be say that is one of indispensable marketing strategy. According to Graham (2012), printed T-shirts are certainly getting well known not only as one particular in the most productive medium to precise an individual’s emotion or fashion statement. In addition, as being an important advertising media. Hence, the usage of T-shirts are created for a variety of purposes and distributed to a target audience (Lafler, 2012). Event organizers stand a post on this part, they are the person that organize a campaign and use T-shirts to promote an event to get exposure to the public. For instance, the usage of T-shirts can be use to promote awareness campaign, corporate identity, commercial purpose and event advertisement. Though T-shirt designs it can catch people attention and raising the recognition of one business or organization team. When there is a bunch of people wearing the same T-shirts in an event, there is some incredible exposure. People walk by will be notified a awareness campaign or organization event being held.

On the other hand, the great benefit of T-shirts comes when they are used in order to raise money for charities and charitable events. Charities organization promote certain goals and ask people show their support. They usually sell some own customized T-shirts that can be worn by all ages group with their charity messages printed on, in order to exposed to the public get to know about it. This type of propaganda is highly appealing because it is eye-catchy and exciting at the same time and it can be applied to each type of product or service.

3.2 The creative T-shirt advertisements.

In the contemporary advertising industry, T-shirt design has consistently been a powerful method to send information as advertisement. T-shirts printing have become more affordable as new production technologies have emerged. Every company planning a unique strategy to establish its brand image or want to show an advantage in a awareness campaign. However, graphic design can helps companies to achieve their targets with attractive T-shirt designs.

If to say a piece of T-shirt represents an identity, then T-shirt advertisement becomes its partner to helps in promote to the public. Along with the creativity of designers in the advertising industry, T-shirts have become a way for commercializing a corporate message, in order to achieve more response. Your corporate message consists of who you are, what you are selling and what differentiates you from your competitors (Matt, 2009). However, how to create a effective corporate message? Some companies are began to think out of the box creatively, they put in the creative ideas with their own corporate message integration onto T-shirts to make it more stand out. There are a lot interesting designs everywhere around the world, they could be a simple design yet deliver a strong message in the public. On T-shirts advertisement let’s see how designers put in their creativity into them.

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Figure 11- Eu Yan Sang T-shirt Advertisement, launch on hair formula product.

This creative T-shirt was worn by the in-store sales promoter and was mailed directly to prospective customers as a promotional gift to promote the launch of Eu Yan Sang hair product (Fig. 11). It shows them hair growth reap the sales growth (Ko, 2007). They used their new product image together with a sentence slogan “For healthy hair growth” to shows the directly product and message what they are promoted to their consumers. Yet, maintain the product visibility. According to Lister (2012), displaying images of what your business is selling on advertising T-shirts is important to attract consumers to your products. For a company this could be a directly way shows to their consumers who is interested to the product or service.

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Figure 12- FedEx T-shirt advertisement.

While placing a company products at different areas on T-shirts can show wearers in the act of using their business services or products. This also increases the visibility of company products in local market and gives the appearance of established success even if a business is just starting to sell products. For instance, FedEx T-shirt advertisement that make an illusion that the wearer is carrying a FedEx envelope around (Fig.12). It really does take a second for people walking pass to get notice it is just an illusion from the imprinted T-shirt.

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Figure 13- Breeze Excel : Postal Campaign

Slogan :”Confidence to remove stains in 1 wash”

Furthermore, in Thailand a company name Breeze, put in their creativity by using direct mail method to send out their messages through product samples (Figure 13). According to Pos Malaysia (2012), by refers to any advertisement or commercial communication or sample sent through physical mail or electronic mail to promote product or services to targeted audience or areas. Breeze Excel is a washing detergent product by Breeze, the objective is to show consumers were skeptical about their claim of “Confidence to remove stains in one wash”. To substantiate that, these creative T-shirts were created. The products were wrapped with T-shirts and mailed out to several social groups across Thailand. As expected the T-shirts parcel during the transit service will accounted stained, once open up the parcel there are the steps showing the dirt could be washed away with Breeze Excel, and could look good as a new one, to prove the efficacy of this product to themselves by interacting with the product directly. Whereas, this direct marketing plans could increased sales and brand awareness.

4.0 Success stories of T-shirt advertisements

4.1 Breast cancer awareness.

In an awareness campaign custom T-shirts for charity purposes are an ideal way to make sure your group of people stands out from the crowd during the event and charity events are a great way to raise awareness for a cause, to raise funds and generate a charitable organization within the broader social reputation. Every year in October lies a month of pink, the theme of pink or a pink ribbon represent the breast cancer awareness campaign, people wore T-shirts to support the pink fund. According to Doyle (2010), awareness can increase awareness about the disease and fund raising to fuel research regarding the cause, lead to prevention and cure of cancer. Which is why October has been deemed National Breast Cancer Awareness month. Across the world there are events and activities taking place to celebrate national breast cancer awareness month based on different associate organizer or companies to support fund raising for breast cancer campaign. For instance, in Malaysia’s Largest Breast Cancer Charity Walk organized by Avon, the leading global beauty company (Fig.14), they hosted this awareness activity titled Kiss Goodbye to Breast Cancer for a 4.5km fun charity walk. Avon have managed to collect a total up of RM50,000 donation cheques and it was to be donated to the Breast Cancer Welfare Association (BCWA) and Pink Ribbon Wellness (Leong, 2012).

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Figure 14 – The event held on 23 Sept 2012 at Putrajaya, Fighting Breast Cancer

20th Anniversary organized by Avon.

Generally T-shirts sale to increase the fund raising campaigns are the most common way, is also a very good method can enhance the exposure of a awareness campaign. Choose a theme colour is also very important, because the colour can reflect the solidarity in a awareness activity as well as convey information reflecting the possibility to achieve consistency (Fig. 15). When people look at the T-shirts colour straightaway know the representative of awareness means yet this can also raise public awareness of this knowledge. 

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Figure 15 – The consistency of wore of pink T-shirts in the Breast Awareness Campaign 2012.

References list:

Alisa, L. (2012), Go beyond fashion, realize the definition, China.[online]. Available at: http://chicnova99.blogspot.com/2012/09/the-walking-billboard-of-t-shirt.html

Blomquist, C., (2010), Typo Shirt One, [no page], Page One Publishing Pte Ltd, Sigapore.

Borne, T.,T. (2006), Cheap But Effective Advertising T Shirts. [online]. Available at: http://www.shirtsprinted.com/custom-shirt/

Bou, L. (2008), Street T, p.09, Collins Design- An Imprint of Harper Collins, New York.

Cambridge Dictionaries Online. Available at:

http://dictionary.cambridge.org/dictionary/british/t-shirt?q=T-shirt

Chan,. M (2012), Using Branded T-Shirts as Low Cost Advertising,

Melbourne : Australia [online]. Available at: http://www.allvoices.com/contributed-news/12704200-using-branded-tshirts-as-low-cost-advertising

Curtis, A. (2011),  Mass Communication Dept., University of North Carolina at Pembroke. Available at:

http://www.uncp.edu/home/acurtis/Courses/ResourcesForCourses/Advertising/AdvertisingWhatIsIt.html

Doyle, S.,P., (2010), What is the Purpose of Breast Cancer Awareness Month, [online].

Available at:http://voices.yahoo.com/breast-cancer-awareness-month-history-it-6892942.html?cat=5

Easby, A. and Oliver. H (2007), The Art of the Band T-shirt, p.01- 02,Simon Spotlights Entertainment, New York.

Graham, A. (2012), Custom T-Shirts as an Effective Advertising Medium, [online]. Available at: http://www.articlesbase.com/marketing-tips-articles/custom-t-shirts-as-an-effective-advertising-medium-6195348.html

Holtum, P. (2011), 10 Interesting Facts Behind Popular Posters, [online] Available at:

10 Interesting Facts Behind Popular Posters

Ko, D. (2007), Eu Yan Sang H4H Hair Formula: T-shirt, [online]. Available at: http://adsoftheworld.com/media/ambient/eu_yan_sang_h4h_hair_formula_tshirt?size=_original

Leong, M., (2012), Sunday Morning Fun Charity Walk for Avon’s Kiss Goodbye to Breast Cancer, [online]. Available at: http://michleong.blogspot.com/2012/09/sunday-morning-fun-charity-walk-for.html

Lister, J., (2012), Advertising T-Shirt Ideas, [online]. Available at: http://smallbusiness.chron.com/advertising-tshirt-ideas-37067.html

Matt,S.W. (2009), How to create a successful corporate message, [online]. Available at:

a) http://industrialbrand.com/blog/author/matt-samyciawood/

b) http://samyciawood.com/wp/2011/03/how-to-create-a-successful-corporate-message/

Matt (2012) , The Importance of Your T-shirt Choice, [online]. Available at: http://youknowitbaby.com/article/448/the_importance_of_your_t_shirt_choice.html

Lafler, S. (2012), Advertising T-Shirt Ideas, [online]. Available at: http://yourbusiness.azcentral.com/advertising-tshirt-ideas-3632.html

Odell, C. (2012), The Definitive History of the T-Shirt, [online]. Available at: http://mentshirts.blogspot.com/

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Promesas, D. (2008), Street T, p.130, Collins Design Collins, New York.

Thomson, J. M (2011), Custom T-Shirts As an Effective Advertising Medium. [online]. Available at: http://ezinearticles.com/?Custom-T-Shirts-As-an-Effective-Advertising-Medium&id=6734762

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Walters, H. and Fletcher, T. (2001), 100% Cotton T-Shirt Graphics, p.08, Calmann & King Ltd, London.

Wells, W., Burnett, J., and Moriarty, S. (2003), Advertising – Principle & Pratice, 6th edition, Chapter 6, p.175, Pearson Education LTD, Malaysia.

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Illustration List:.

Figure 01 – A blank T-shirt look like.

https://www.google.com.my/

Figure 02 – Go Green T-shirt Design.

http://showcase.indonesiakreatif.net/index.php/media/detil/1099/gogreentshirtdesign

Figure 03 – Save Earth = Save yourself

http://www.ejooys.com/product_dtl.php?prd_id=3835

Figure04 – – LIFE magazine book cover13 JULY, 1942 issue.

The Most Famous Statement T-Shirts

Figure 05- A Streetcar Named Desire-Marlon Brando

https://www.google.com.my/

Figure 06

The begin of “Ringer T-shirt”, used of character (Mickey Mouse) to advertise a brand.

The Most Famous Statement T-Shirts

Figure 07

Che Guevara- Heroic Guerrilla, iconic image as a trend.

The Most Famous Statement T-Shirts

Figure 08

“I LOVE NY” T-shirt used to promote tourist campaign.

http://www.bons-plans-voyage-new-york.com/tous-les-bons-plans/bons-plans-shopping/acheter-souvenirs-new-york-pas-cher/

Figure 09

Levi’s used on their brand name to advertise on T-shirts.

http://eu.levi.com/en_GB/shop/products/men

Figure 10

Human walking billboard on the street.

http://www.zestpromotions.com.au/walking-billboards/

Figure 11

Eu Yan Sang T-shirt advertisement. (Released: 2007)

Advertising Agency: DDB Singapore, Creative Director: Terrence Tan,

Art Directors: Teoh Sin Eng, Kiah Lim

http://adsoftheworld.com/media/ambient/eu_yan_sang_h4h_hair_formula_t_shirt?size=_original

Figure 12

FedEx T-shirt advertisement

http://billboardom.blogspot.com/2006/03/fedex-t-shirt.html

Figure 13

Breeze Excel : Postal Campaign.

Advertising Agency: LOWE, Bangkok, Thailand

Regional Creative Director / Copywriter: Clinton Manson

Regional Creative Director / Art Director: Dominic Stallard

SVP Creative Resources: Piyachat Cholasap

http://adsoftheworld.com/media/dm/breeze_excel_tshirt

Figure 14

Kiss Goodbye To Breast Cancer Charity Walk By Avon

Date: 23 September 2012

Venue: Precinct 3, Putrajaya (In front of Bangunan Perbadanan Putrajaya)

http://www.isaactan.net/2012/09/kiss-goodbye-to-breast-cancer-charity-walk-Avon-Malaysia-2012.html

Figure 15

The consistency of wore of pink T-shirts in the Breast Awareness Campaign 2012.