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Comparative Rhetorical Analysis of Two Ads.

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Introduction

Comparative Rhetorical Analysis of Two Ads EPD 155 Section 10 Laura Gintz December 3, 2003 Advertising is everywhere, and it invades all areas of our life. Advertisements are a powerful thing. They persuade the reader to think what they want them to think, want what they want them to want and believe what they want them to believe. To fully understand advertisements the reader must be able to analyze the advertisement by looking at how the ad is presented, what the verbal text is saying (and what it is leaving unsaid), whom the ad is targeted at, what appeals are made in the ad, and what the advertiser's goals and strategies are. To illustrate how to do this, the jewelry advertisements for Leslie Greene and Bulgari that appear in Harper's Bazaar will be examined. The images and text are purposefully arranged to persuade consumers to associate the product with a certain lifestyle. Obviously not all types of advertising appeal to everyone, so the target audience is essential in portraying the image of the product and quality. It will be shown that both of the advertisements are aimed at women, however they have very different approaches to both the target audience and how they appeal to them. In the Leslie Greene ad, jewelry is being advertised. It shows a woman about to bite into a green strawberry, which is held by finely manicured fingers. ...read more.

Middle

This appeals to me because I truly enjoy being out in nature. The ad is also intriguing because the woman is completely naked except for the jewelry, implying to me that the jewelry is all one needs to wear. Both of the advertisements have few colors, but they have different effects on the readers. The black and white of the Leslie Greene ad makes it very dramatic, especially with the neon green strawberry. There is a lot of contrast shown between the sparkling jewelry, the white face, teeth, text, and nails, and the black background and dark lips. The contrast makes the jewelry stand out on the page. The ad looks very striking because of all of the contrast. The distance of the camera from the subject usually suggests the importance and intensity of the product. In this ad, the advertisers use a close up on the mouth of the woman, her fingers, the green strawberry, and the jewelry in the ad. This type of shot increases the intensity of the ad, and it gives an attitude that looks are important because it is focusing on the woman with perfectly applied lipstick and flawlessly manicured nails. It also shows that the look shown is of importance. This means to me that the ad is appealing to women who care about what they look like and that they will look flawless like the woman in ...read more.

Conclusion

It is very natural looking without anything unnatural (except for the perfume and the jewelry), so it makes the two products seem as though they belong out in nature. She also exhibits confidence because she is looking straight at the camera, not afraid to hide anything. The woman is very good-looking, which gives off the impression that those who wear Bulgari products will be beautiful, too. The feeling of this advertisement is one of modernity, contemporary beauty, free-spiritedness, and confidence. The feelings of the two ads reveal whom the jewelers are trying to target as their audience. The elegant simplicity of the Leslie Greene ad shows it is trying to appeal to upper class (since it is very expensive jewelry), sophisticated, good-looking, elegant women, or at least women that desire to have these traits. The contemporary beauty of the Bulgari ad is attempting to target upper-middle to upper class (because it is obviously expensive jewelry), modern, free-spirited, more natural-looking, confident, beautiful women, or at least women that want to be like this. I know that the target is women since the two ads appeared in Harper's Bazaar, a magazine that is primarily for women. This shows that even though both ads target women, they approach their audiences in different ways and target different values that different women have. Bulgari. (2003, December). Harper's Bazaar, 79. Leslie Greene. (2003, December). Harper's Bazaar, 127. 1 ...read more.

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