Christotle
Joseph Stevens

revised, with second analysis February 12

Joseph Charles Stevens

Joseph C.Stevens       ENGL 5730U        Dr. Nordquist            Ad Revision       2-12-08

                                                     CHRISTOFLE BIJOUX

This ad is taken from  2007 holiday issue of the The New York Times Style Magazine. The target audience is urban hip males and females from 18-36years of age who are interested in healthy lifestyles, fashion, and ways to appeal to the opposite sex.   The model in the photograph erotically swallows the piece of silver jewelry. Her actions demonstrate personification; by giving an inanimate object human qualities, and the bottom text demonstrates hyperbole; an extravagant statement. The assumption from looking at this ad is if your want for silvery jewelry is as extreme as hers, then there is only one boutique you need to seek you silly freak!

The advertisers name is at the top right hand side of the ad, Christofle BIJOUX. The fine print of the ad is located on the exact opposite side of the page, SILVER DESIRE, which is the bottom right hand side. The ad uses the rhetorical device of aposiopesis, the fine print of the ad forces the reader to investigate the entire ad for more information, because there is not a period at the end of the statement, and it appears to be an unfinished thought. It is placed there to be finished by the audience, silver desire…for her, for you, or for them.

 The model is supporting the “Christofle BIJOUX” boutique and the “SILVER DESIRE” is supporting the model’s head. This is happening in the ad figuratively, but literally young beautiful women are financially supporting this boutique. The ethos of the ad is the character of the lovely model holding the silver jewelry like a phallic symbol. The logos of the ad is the truth that there is an excessive need held by young beautiful women for this type of jewelry. The pathos of the ad is the emotions that are felt by those that like buying nice jewelry for themselves or for someone they are very fond of.

The ad is a cliché’. It makes a clear statement to the target audience that if you wish, want, crave, covet, desire, or even lust for nice silver jewelry for any reason, then Christofle Bijoux is the right boutique to satisfy your longings. It is making a play on terms that are associated with the word greed. The message and the messengers are very subtle, but noticeable.

Second analysis, submitted February 12

Alex Atkinson

English 5730

Rhetorical Ad

                                    Response to Christole by Joseph Stevens

            The First thing that I notice about this add was its sex appeal—its appeal to pathos. The model in this ad is laid back, with her mouth opened, swallowing what appears to be an expensive necklace. The sleek, black and white tone of the photograph implies an “old world” sophistication, which suggests wealth and culture. “Silver Desire,” is printed in the right hand corner of the ad—the perfect place to snag skimmers—and it states overtly what the subject of this ad implies. The girl in this photo needs the silver jewelry, she wants it. She desires the necklace so badly that the only thing left for her to do is swallow it. And she is rapt by the act. To use the pun, she’s consumed by it. The passion—and extremity—of her posture appeals to both the male consumer’s desire to please, and the female consumer’s desire to be pleased. “Buy her some silver jewelry by Christole Bijoux,” this ad suggests, “and you’re sure to get a reaction.”