Image-based Advertisement Analysis - Essay Example

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This essay describes the advertisement Image, ‘France is in the Air’, is an advert developed by the Air France airline travel agency, promoting the company in the African country of Senegal.  The purpose of the advert is to remind or create new awareness to the African traveling clientele…
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Image-based Advertisement Analysis
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Download file to see previous pages  The Ethos of the advert is questionable, considering the fact that; while the advert is targeting to reach the African clients of the Air France travel company, the author of the advert did not have the courtesy of using an African model. Instead, the advert has used a white model to reach the target customers who are Africans, an indication that Air France does not really perceive the African clients it targets, as owning the airline image. The ethos of the image-based advertisement would have been courteous and appropriate if a black woman model was used as the image in this advert, since it could indicate that Air France really values the African clients, to the extent of allowing them to own the company’s image. On the contrary, the advert has applied the image of a white model, and ‘Africanized’ her through wrapping her head with the characteristic African headscarf mostly worn by African women of class. This creates an ethos contrast surrounding whether the author of the advert really understood the African people, culture and values. Would it not have been more appropriate to portray the image of an African woman-model against a white background? This also raises the question; did the author of the advertisement really have the cultural authority to speak to an African audience? On the other hand, the pathos of the image-based advert is effective in appealing to the emotions of the African air-travel clientele as the target audience of this advertisement. ...Download file to see next pagesRead More
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