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Advertisments - Essay Example

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This more intense rivalry necessitates the establishment and execution of more efficient marketing strategies. In line with this, companies need to generate more information about their customers…
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Download file to see previous pages Advertising often requires the employment of wit and creativity in the part of the marketer. In order to do these, advertisements are embedded with a subtext, a n underlying which is not stated directly. Looking at the current style of marketers, the subtext is often implied or suggested through the use of symbols, characters, words, images, music, and special effects to complement or even contrast the underlying message. In order to understand how business organizations do this, I will examine the ad for Chanel eyeglasses which featured Eugenia Volodina.
The rationale for the choice of the advertisement is fairly simple— my passion for sunglasses and my strong preference for Chanel products. The simple ad which features a blown up image of the beautiful and captivating Eugenia Volodina wearing the new sparkling glasses of Chanel exudes sophistication and elegance. Simple as it is, I find the ad very striking.
From its establishment in the early 1910s, Chanel has become an icon of elegance with the brand being synonymous to elegance, wealth, and elitism. Chanel became the ultimate sign of high French class, catering to the needs of elite women. The global popularity of the brand has now made it a top choice for elegant women with very high purchasing power. Thus, the appearance of the ad in Vogue which is recognized as one of the most influential force in shaping fashion and culture is warranted by Chanel’s quest of capturing the elite niche. It should be noted that Vogue caters to the same intellectually sophisticated and fashionable females that Chanel are also targeting.
In order to persuade its customers in buying the sunglasses, Chanel employed persuasive methods which can be classified into three modes—pathos, ethos, and logos. Ethos tries to convince buyers by appealing to their character or personality while pathos is geared in engaging their emotions. On the other hand, logos appeals to the reason or ...Download file to see next pagesRead More
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