The Relationship Between Rhetoric and Popular Culture - Essay Example

? Rhetoric & Popular Culture Introduction Humans are significantly influenced by the television ads, movies, magazines, visuals etc. One’s leisure activities actually define his/her thinking patterns and overall choices. Today everyone believes that the pop culture impacts our behavior, however it is difficult to figure out the extent to which it influences us (Brummett). The typical brand that an individual prefers to wear actually makes him stand in a particular group. Although majority believes that dressing and styling are concerned with personal aesthetic sense but the reality is somewhat opposite to it. That is, our specific behaviors are the reflection of popular culture presented in advertisements, movies, television shows and magazines (Brummett). This paper aims to rhetorically analyze the pop culture related to advertisement. It will discuss pathos and logos, tone and style of DKNY Fragrance advertisement. Rhetoric analysis basically corresponds to the use of words in order to influence the audience (Brummett). This communication strategy is extensively used in marketing. Advertisement is one of the core components of marketing which builds awareness about a particular product and its distinguishing features. It plays a vital role in increasing sales through the specialized use of linguistics and visuals (Brummett). Description Let’s consider an example of DKNY Fragrance advertisement. This ad exceptionally uses the concept of rhetoric and popular culture, for instance the product name “Be Delicious: The Fragrance for Women by DKNY” is in itself very attractive and provoking. Moreover, the visuals consisted of colors and graphics appeals the target audience. A fair looking girl is presented with fruits around her to support the concept of deliciousness. Among the fruits the DKNY fragrance jar is placed in such a way that viewers can easily relate the natural element of fruits and the product (Fragrance). Although women tend to use a lot make up and cosmetics but they in reality want to be perceived as naturally gorgeous and refreshing. Hence the advertisement was designed using the rhetoric strategies to stimulate women’s instincts of natural beauty. The ad was initially published in Cosmopolitan Magazine which successfully drew the attention of readers while the lines actually persuaded them to purchase the product. The significantly attractive looks of the model played a major role in grasping the attention of majority viewers. In addition to this the overall theme, soft colors and use of language associated with the product were equally convincing (Fragrance). Pathos and Logos Appeal The advertisement of “Be Delicious” was typically based upon pathos and logos. Pathos is basically an emotional appeal which is substantially used in marketing (Brummett). For instance, you must have observed many help projecting pictures of dying children in order to generate donations for poor. They are basically using the emotional appeal to drive an individual to participate in the fund raising campaigns. Similarly in the advertisement of DKNY Fragrance the name of the product “Be Delicious” actually provokes strong emotions among the target audience which persuades them to purchase the product. Pathos is not only used in words, rather the images and overall advertisement theme is a significant source of emotional appeal. For instance, the particular facial expressions of the model, arrangement of fruits and fragrance jar along with the background colors actually makes the foundations of rhetoric use in the advertisement (Fragrance). Logos, as opposed to pathos persuade people through proper reasoning and hence they are often used as logical appeal in marketing strategies (Brummett). For instance, cosmetic manufactures especially using herbal raw material emphasizes upon the health safety and long lasting effects of their products. Herbal products logically do not have any significant health hazards and this fact acts as a competitive advantage for some of the renowned companies including Body Shop (Our Company). DNKY Fragrance: Be Delicious also used the logical appeal through the integration of natural environment and fresh looking model. This is further supported by the importance of smelling good and the use of natural products in this regard. Tone and Style The color and layout of the advertisement should be consistent with the natural environment (Brummett). The model primarily wears no colorful makeup in order to project a soft look with blond hair. Moreover, green apples are used to represent fruits and the significant relationship between nature and fragrance. The layout presents a close up of model while the lower part of the frame is filled with fruits and fragrance jar. The model is also shown eating an apple which represents the strong association of her soft looks and the product (Fragrance). Ideologically DKNY “Be Delicious” targets young women who want to be perceived as naturally beautiful and attractive. Positive connotations and the impact of sunlight further enhance the overall idea of the product as women tend to purchase cosmetics which are delightful and enlightening. Although DKNY has its target market with a defined economic structure but “Be Delicious” seems to attract people from variable economic setups. This is further substantiated on the basis of the fact that the model has no prominent makeup and that there are apples all around her which is actually an economic eatable item (Fragrance). The advertisement is structured in such a way that the viewer cannot resist the urge to purchase the product. For instance, the title of the product “Be Delicious” is just placed in the middle of the picture so that no one can actually ignore it, while the fragrance jar is placed among the fruits to project its close association with the nature. Moreover, the blowing hair of model and her dress actually add great value to the overall rhetoric structure rather than distracting people from the actual product (Fragrance). There is a very strong message behind the product name i.e. one cannot resist consuming anything which is extensively deliciously and hence the DKNY fragrance was designed to make women significantly attractive and desirable (Fragrance). This is further supported by the overall advertisement structure as discussed above. The primary intended effect of “Be Delicious” was to introduce a fragrance product closest to the nature because DKNY believes that women want perfect blend of natural products to complement their overall personality. However, the purpose of any particular product is to generate sales and gain market share through customer satisfaction and profit maximization (Brummett). For this purpose the advertisement of “Be Delicious” was designed in a way that it emotionally appealed its viewers whereas the product’s characteristics are strong enough that people actually want to buy it. Hence the selection of model, color scheme, product name and all other rhetoric components of “Be Delicious” advertisement had a great influencing power. This further helped the organization to establish an association with healthy and safe products which can maintain long term brand equity (Fragrance). Opposite Views Despite of all these factors discussed above some of the viewers have a dominantly opposing opinion because they consider the core characteristics of the advertisement as a threat to a particular race, and social class. Moreover, these opposing views present an argument on the basis of sexual orientation projected in the advertisement. The model with fair skin and blond hair actually gives a message that “Be Delicious” is only for white people and hence it is a substantial threat to the black race (Brummett). Here it is important to consider an example of marketing strategies of Dove which clearly focuses upon people belonging to different skin colors, races and facial features while building a positive connotation that beauty lies in every person irrespective of one’s skin color. However, the use of fair model in the advertisement also affects the market share and overall brand image of DKNY which is perceived as discriminating to some extent. Apart from this the glamorous outlook of the advertisement projects that it is for a particular social class whereas the tag lines are significantly sexually oriented. For instance, the product name “Be Delicious” is highly provoking in terms of sex and emotions. This is further supported by the blowing hairs and dressing of the model (Brummett). Conclusion As discussed in the beginning, popular culture such as advertisement actually influences an individual’s thinking patterns and the overall approach towards life. This is significantly represented in one’s personality, rhetoric and product selection. Due to the intended effect of advertisement and rhetoric strategies used in its design, it persuaded people to use the DKNY Fragrance. The advertisement further gives a message that people using “Be Delicious” possess dynamic personality and originality in their nature. These women tend to be perceived as natural as possible because no artificial fragrance and colors are used to enhance their beauty. Moreover, the product and its advertisement have a very strong emotional and logical appeal which satisfies their sexual instinct. In contrast to this the opposing view on DKNY advertisement criticizes the use of fair looking model and the projection of a specific social class. Additionally critics have objections on the product’s name “Be Delicious” which is actually a source of sex orientation according to them. They further argue that such an advertisement provokes discrimination in society as no marketing content goes without affecting the social norms and general mentality (Brummett). Works Cited Brummett, Barry. Rhetoric in Popular Culture. Thousand Oaks, Calif: Sage Publications, 2006. Print. Fragrance. DKNY: Donna Karan New York. 2013. Web. 22 Sep. 2013. Our Company. The Body Shop: USA. 2012. Web. 22 Sep. 2013. Read More