Advertising Analysis : Estee Lauder Perfume Essay

Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.

One good example, which caught my attention was an ad of blue smoke electric cigarettes. Rolling Stones magazine makes it clear that their ads are just propagandas; nor good or bad. Advertising is a method used to attract people’s attention. Advertisement is really important in order for a company survive or succeed. When looking for an advertisement you can find them in newspapers, magazines, billboard, buses, internet, and on the radio, flyers, newsletters or posters. The two most lucrative form of advertisement are television and magazines. The explanation to this is simply. Most of the population prefers to use these types technology communication. What makes a magazine advertising so lucrative is made by the successful color, size and wording. They are made appealing also by photography. In the ad of “blue smokes” the author doesn’t care if the audience pays attention to their ads or not. The reason towards is because the author of Rolling stones knows how to get your attention. Rolling stones make it clear from the beginning, by the style writing that the author focuses on popular culture content. The repletion of writing that we see is word choice and sentence fluency. To boot, good writers use a variety of sentences with different lengths and rhythms to achieve different effects. Therefore, when publishing ads like "blue smoke" the author knows that their audience is going to stop, and see their ad on blue smoke electric cigarettes; by seeing how "blue smokes" are trending in pop culture. Rolling Stones technique when writing about a topic is to stay trending. You can say Rolling stones magazine uses the same ideas of survival of the fittest; in order to

Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by the

Firstly, the image presented by Herbal Essences catches the viewers’ attention. Initially, if one were to look at the advertisement, the first picture he or she would notice is “the woman” –Nicole Scherzinger. It is the largest image on the poster making her the central attraction. She is a celebrity which could influence her fans to purchase the product. Nicole looks happy with her smooth, shiny hair. This can lead others to think that the product gives customer satisfaction. Her face has a glow, which makes her look radiant. Also, one would notice that she is touching her shiny, wavy, black hair, which makes her look attractive and gives it a sexual appeal. In the online article “How can Advertising Affect Consumers?” the author states,

Do you ever watch the Super Bowl for its commercials? Have you ever bought a more expensive product because you had seen its advertisement? If the answer is yes, then you might have been a victim of today’s marketers. Jean Kilbourne, the author of “Killing us Softly” stated in one of her lectures, “The influence of advertising is quick, cumulative and for the most part, subconscious, ads sell more products.” “Advertising has become much more widespread, powerful, and sophisticated.” According to Jean Kilbourne, “babies at six months can recognize corporate logos, and that is the age at which marketers are now starting to target our children.” Jean Kilbourne is a woman who grew up in the 1950s and worked in the media field in the 1960s. This paper will explain the methods used by marketers in today’s advertising. An advertisement contains one or more elements of aesthetics, humor, and sexual nature.

The recipe for an advertisement captivates elements of an individual's subconscious mind. Advertisements not only provide thought-provoking notions but also incorporate various fonts and themes. A successful advertisements results in a unforgettable, yet clever, impression of a company. Chick-fil-a’s advertisement presents a cow holding a billboard as the focal point (McDowell). However, Dunkin Donuts’ advertisement illustrates a polychromatic donut, an incomplete quarter, and the company’s simple, yet memorable logo (VanSleen). Although both advertisers highlight pathos, repetition, and present a similar appearance in typography, the portrayal of ethos, the color scheme, symbolism, and denotative meaning of the typography differ, demonstrating the effectiveness of each advertisement.

Advertisements have a great impact on consumers’ mind and action by combining various semiotic resources to convey specific ideas. Therefore, semiotic theories are useful for the critical analysis of advertisements. Semiotics are researched by Saussure (1986), Peirce (1991) and Barthes (1991). Afterwards,

Advertising in today’s society plays a pivotal role in today’s consumer culture. With many different products out there, and variations on said products, advertising is a necessary element in selling a product. According to TIME magazine, there is a paradox built into fragrance advertising, as the seller has to persuade the consumer into buying a product whose function cannot be explicitly portrayed. More often than not, a company who are trying to sell a fragrance will use a familiar face to their audience. Actors and Actresses, as well as famed models, have been used in fragrance ads for decades. This still reigns true in today’s time. The ad I will be analyzing comes from the designer Gucci, in particular their “Guilty” line. This ad has

People in the advertising business want individuals to understand what the message is from the advertisement. In order to attract other individuals’ attention, the advertiser will use cultural myths. The real issue is that these cultural myths are not always a good thing. In Robert Scholes essay “On Reading a Video Text”, he argues how “Video texts, like all except the most utilitarian forms of textuality, are constructed upon a base of boredom, from which they promise us relief” (Scholes 619). By watching these commercials, they promise a sense of comical relief. Scholes explains how we form ideologies from commercials and advertisements of how or what a certain object means to an individual. Because individuals watch advertisements and commercials,

Commercials can give insight to the society in which they are marketed toward. Advertisers attempt to connect with their target group. This attempt can be a reflection of the society in which that market group lives. Although it can be argued whether we are in a modern or postmodern society, commercials can utilize aspects from both theories to market and advertise their products. I take a closer look at two commercials and examine how they would be interrupted by two distinct social theorist, postmodernist Jean Baudrillard and modernist George Ritzer.

Rich Rogers, Les Ford, and Jasmine Young all worked for Darius D’Amore’s Fragrances, Inc. During the employment there, they believed they were discriminated against and filed a $70 million lawsuit.

Since similar standards for beauty have been created by advertisements have been around for so long, women do not know they have been manipulated and now accept them as true. Because of this, this advertisement’s portrayal of a “beautiful” woman is an effective strategy to convince women to buy the Be Delicious perfume.

The theory of semiotics, as proposed by Roland Barthes, has been used to analyze advertisements and the effectiveness of advertisements on viewers. In the articles that I researched that used semiotics to analyze particular advertisements, I found four common and related themes. First, the articles mentioned that the viewer determines the meaning of the advertisement or the viewer interprets the advertisement. Second, this meaning that the viewer assigns to the advertisement is largely determined by context, both social and cultural. Third, advertisers use culture and predominant cultural beliefs in their advertisements in efforts to reach their audience more effectively. Finally, these advertisements actually end up supporting the

The organizational process behind making ads is complicated. Many things can be discovered when you look into the deeper meanings behind an advertisement. The advertisement that I chose to interpret through semiotic analysis came from Vogue Magazine, advertising the new Lactose perfume for men called Lacoste Challenge. This is a very recent ad, made to advertise this new fragrance for men, and it features celebrity actor Hayden Christensen as the new model for the promotion of this new perfume. This ad is pretty straight forward and general, but what else is missing? What other details were included in the development of this ad that makes it so effective to consumers? Through this semiotic analysis, the study of signs, I’m going to take a

The purpose of this analytical research portfolio is to discuss and examine about contemporary print advertising, in terms of its theoretical approaches such as textual structures, branding, reliance on celebrity endorsements and the pleasures that it offers to consumers (refer to Slide 3). In this essay however, I will elaborate specifically on a particular print advertisement from the company ‘Sisley’, which is commonly advertised in women’s fashion magazines and on how Semiotics and Signs is prevalent with regards to its advertising (Samuel Shane 2017).