ANALYZING PERSUASIVE APPEALS IN ADVERTISEMENTS: 2006

Tara Gergacs  

Mark Ad

The ad that I chose to analyze is a make-up product called mark from Avon. Cosmopolitan magazine featured this ad, which is geared toward women between the ages of 22-35.

The ad features the image of a woman named Linda, who is a mark Representative. Linda says in the ad "foundation furnished my apartment." She is sitting like a "queen" on her new couch, which is being carried by two men. In order for Linda to get this new couch, she had to sell mark. The ad says that Linda had no money to decorate until she met mark. This make-up called mark helped Linda move up to something more stylish, and she was able to get new lamps, chairs and a reason to invite friends over.

The image of this woman appeals to ethos because she is not just any woman, she is Linda and she is a minority. Using a name in the ad helps a woman identify with Linda because she is an ordinary woman. She is not a model; she is a person with a name. Also, Linda is a minority, which means all women of any race can sell this make-up.

The image appeals to pathos because the emotion of money, success and men are all represented in this ad. Linda looks successful because she is dressed sophisticated, which implies that she has money. Many women who are in their early 20’s need money and want to be stylish and successful. This emotional image may make women jump toward selling mark. Also in the ad, men are used. The ad implies that mark is a man. The ad says that Linda had no money to decorate until she met mark. This may make a woman think that if she sells mark then maybe she will meet a Mark. The image shows Linda being carried on her new couch by two men. Maybe Linda met these men because she sold mark and it made her stylish and successful. Or maybe she is wearing mark and her looks attracted the men. Another reason could be the success from selling mark made Linda so successful that these men are treating her like a queen. Sell mark and men will treat women like queens. Another emotional barrier women may see when looking at this ad.

The ad also appeals to logos. The logical appeal to this ad is all in Linda’s quote, "foundation furnished my apartment." Foundation is not just make-up anymore; it is the foundation of life to become successful. In order for all young women to become successful with style and men they have to set the foundation for their lives.

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

                                       

15 February 2006