ANALYZING PERSUASIVE APPEALS IN ADVERTISEMENTS: 2005

Arthur Tanny

Sephora: The Gift Finder 

            Sephora is a perfumes and makeup company whose products are generally targeted to young to middle-age women. The company's ad featured in a February 2000 GQ is not geared towards their average consumer. GQ is primarily a periodical for men between the ages of 25 – 60 who are concerned with male fashion and culture. The reason for this intersection is one of the most commercialized holidays, St. Valentine's Day.   Sephora employs a rhetoric that entices the customer not to use the product but to consider giving it to someone who might.

            There ae two things that immediately strike the reader  when he sees this ad. The first is the use of the heart-shaped ink dot. The other element that calls attention to the reader is the use of red instead of black.  The use of red instead of black suggests that Sephora is not trying to seriously fall back on the field of psychology but is instead playing with the reader. This is complemented by the slogan on the lower left hand side "Beauty is how you see it" as well as the question contained within the ink blot ("who needs cupid?"). Sephora's credibility is established within the situated ethos of their rhetoric. Sephora is a perfume and make up company that has a variety of items and the original "unique gift finder."   Sephora is not selling anything specific.  Instead they are selling their image. The ad makes sure that the reader knows Sephora owns stores and an internet address.

            Sephora is not attempting to be ornate. The text within the image is composed of short phrases and sentences. Sephora is trying to tap into the emotional impulse of St. Valentine's Day. The appeal to our emotions is not so much written as it is suggested. The ink blot heart suggests romance and the red suggests passion. The only textual indications of these two emotions are the references to gifts and the allusion to Cupid. The ad merely has to hint at St. Valentine's Day and the red heart.  These elements are both centered on love in our culture.  The pathos of the ad's rhetoric originates with its use of pre-existing cultural symbols.

            The logic of the ad is simple.  It works on the assumption that on St. Valentine's Day men give gifts to women.  The ad calls out to the reader saying "man seeks gift ideas." What better way to solve this predicament than to go on line and use Sephora's "unique gift finder" ?  It also works on and supports a hidden assumption that a gift will get the reader love.  The ad brags "Who needs cupid?"  The ad is not defining the perfect gift nor is it making an effort to describe the reader's lover.  Instead, Sephora is implying that the customer will find the perfect gift idea among their large selection of fragrances and through their gift finder.  This gift will ensure love.

            I think that this ad is rather effective.  One good reason for its efficiency is that the ad does not sell a product.   The ad points men in the direction of perfume and makeup without acknowledging the possibility of a gift outside the spectrum of cosmetics.  While Sephora has the customer in this direction of thinking, they make sure that the customer recognizes the company's selection and services.  Sephora has effectively elminated all other gifts than cosmetics ones and all other consmetic companies except their own.  For instance, flowers are a classic gift idea for a valentine.  Sephora does not sell flowers.  For these situations, there is the unique gift finder that guarantees a unique gift for everyone.

English 5730 is taught by Dr. Richard Nordquist.
Armstrong Atlantic State University
Savannah, Georgia 31419
912/921 5991
    

                                       

17 February 2005