Marketing Portfolio

To combat fast fashion and the environmental waste caused by throwing away still usable clothing, I wrote and designed the short narrative animatic advertisement “Secondhand.” In order to persuade the audience to mitigate fast fashion waste by buying secondhand clothing, I used a gain-frame message suggesting that buying secondhand clothing is beneficial to the audience. My team surveyed 22 Gen Z young adults to test the ad’s efficacy. The results of a pretest-posttest experiment show a significant increase in likelihood of buying secondhand the next time the viewer goes shopping for clothes. Specifically, after watching the message, participants were less likely to care about the newness of their clothing, more likely to want to avoid environmental waste, and more likely to value the style of secondhand clothing. The practical use of these results demonstrates that this animatic is effective among Gen Z young adults and therefore may be utilized to promote secondhand clothing in anti- environmental waste campaigns.