RIP CURL

Rip Curl portrays very low involvement advertisements, that are recognisable across Australia due to there simplicity and repetition of simple slogans. Classical Conditioning occurs when a a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.

Rip Curl use the following ad campaigns such as; “Surfing is everything”

“Made for waves” – “Made for surfers by surfers”

“Like wearing nothing”

“The search”

The different stimuli presented by Rip Curl is still in the cognitive assertions of the consumers without being presented with a logo. The similar font styles and captions make the brand recognisable across multiple platforms.

The involvement theory is focused on individuals making personal connections between their life and the stimulus. Due to the low involvement of their advertisement’s, Rip Curl is able to play on the emotional connection of its consumers. Associating it’s products with the extravagant beach and surf culture. Making consumers wish that they were in that destination, or wearing those board shorts.