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DKNY Advertising Rhetorical Analysis - Essay Example

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Summary
Human beings have an inherent urge to look good, fresh, and bright for the entire day and all the time. While this is applicable to both men and women, women constitute the larger target segment for companies who manufacture cosmetic products…
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DKNY Advertising Rhetorical Analysis

Download file to see previous pages... Because women, just like everyone else, have one chance to make a first impression, cosmetics are indispensible to their lives. The strategy that a company adopts to publicize and market its products determines how much of an advantage a company can make from this fact. The success of an advertisement, in turn, depends, on the ability of a company, to make a strong first impression on the consumer-to produce a “wow” effect-and, obviously, it only has the chance to do it. Advertising is, therefore, a high stake game with the success or failure of a commercial being an issue of life and death for a product. The advertisement above is that of a perfume manufactured by DONNA KARAN NEW YORK, also referred to as DKNY. What catches the consumer’s eyes first is the exotic woman who is also young and beautiful with a confident expression that seems to looks right into the camera (Faigley and Selzer87). The non-verbal expression conveys a message, which is not very hard to decipher, this is qualified by the caption right below; it translates the expression for the consumer-BE DELICIOUS. It may be noted that the location of the caption is to the right center of the advertisement, rather than to the advertisement’s bottom or corner. This caption, in its block letters and bright color, is just as striking as the young woman is. It is one of the first elements of the advertisement, which catch the consumer’s eye. The caption and the image make up most of advertisement and are so striking that everything else, including the background, becomes irrelevant.. The caption-BE DELICIOUS- is not a phrase or a clause, but it is a sentence. The caption is an imperative sentence. The subject of these sentences is quite clear without being explicit and it seems to command subtly the consumer to try it. The advertisement’s exhortation is for the woman to be delicious with the temptation to try the product being hard to resist. If the viewer is a woman, it gives the user an “x-factor” that can make them more attractive. On the other hand, when viewed by a man, the advertisement challenges the man to discover what women want, and when this challenge is from a woman, it makes it all the more irresistible. In addition, the look of the young woman, as well as her body language, seems to carry conviction, whether the viewer will trust the product or censor if they do not. The impact of eye contact on the viewer cannot be overestimated, evoking a feeling of self-esteem and self-confidence. How popular a product will become is also aided by how popular an advertisement is. For this reason, a lot of care must be observed when selecting and structuring of the images in the advertisement (Faigley and Selzer226). The measure on how effective the images used in the advertisement are is whether the viewer will take a pause after reading the magazine, newspaper, or driving, past the billboard, to come back to the advertisement after seeing it the first time. The overall outcome of the words, pictures, and colors on the consumer or viewer is durable. The image remains in one’ mind for a while; the caption is immediately recognizable and memorable. The colors are also bright green, which contrasts with the flawless tan of the young woman, which makes her skin, and the advertisement, all the more memorable. Advertisements must, not ...Download file to see next pagesRead More
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