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Karla A. Garcia Lugo Professor Jodi Simmons English 100B – 006May 8, 2015Have luxuries become necessity “Dress to impress” or “the first appearance matters the most.” We have hear this phrases so many times throughout our lives. At very young age children are thought that what they wear and how they appear to people matter the most. This has come more and more common in our daily lives and society because advertising has brainwash people to think that what brand a person wears says more about them than there ethics and values. Brands have not only create levels of status upon every individual in society but also how a person is defined in the year 2015. An example of this is Michael Kors is giving the message that if they wear, or have something that is brand name society is going to accept them and like them more. In particular this two specific ads that are going to be presented throughout the essay. Both of the ads by Michael Kors presents the same message of brand name products define a person in modern society. Michael Kors a New York fashion company based on and for women. The brand Michael Kors has become a tendency in fashion and style for some time now. About from two to three years ago people started to consume more and more Michael Kors products. Now is more common to see people having Michael Kors bags, wallets, watches, cases, clothing, accessories, shoes, etc. Before all this happened the brand Michael Kors and the people who had it were rare. Most likely the people who are spending over 300 dollars on bags are high middle class. All people care how they are seen by society but the people who spend so much money on brand names tend to care a little more.We talking about people who will buy brands and are the ones who are willing to spend over 300 dollars in a brand name things in this case handbags. In the first advertisement ad by Michael Kors is presented with a couple smiling, and wearing Michael Kors products such as the handbag, sunglasses and clothing. All the colors contrast very well with each other. The colors they use are warm colors for example light brown shirt for the guy and a white shirt for the girl. What stands out the most in the ad is the pink purse and pink watch that the women is wearing. This grabs very quickly the attention of the viewer because at first sight is what is most compelling to the viewer. The technique of using colors that contrast to grab the viewer’s attention soon is common on advertisement. The background in the ad it creates a very calm, peaceful, and enjoyable moment. The sunset feeling helps the viewer to be transported to the picture and feel like they were in the same calm, peaceful, and enjoyable moment. In the ad we able to see that the man is kissing the women in the cheek. Is gives the sensation of romance, and that love is in air. The two models in the ad are attractive, light skin, have light color hair. They give the impression that they are flawless. They also appear to be high middle class people because they are white, light skin, with brand name outfits. Even though we are not able to fully appreciate the entire outfit that they are wearing for what we can assume is not the cheap quality. This assumptions are easy to make because when they are doing this type of ad is obvious and common for the models to use the brand name clothing line. They are presenting to the viewer a very happy moment with their significant other. The purpose of this is particular ad is to persuade people to buy Michael Kors brand. Specific the woman's handbag and watch. Their advertisement makes the people want to have the happy moment of the ad with their significant other in real life. What they are trying to sell is not only the handbag, the watch, or the brand but also the idea that owning brand name things will make you happy. This ad targets women in general because they brain-wash them to think that they are only way to be happy is spending money on brand name and this is how they will reach happiness. They want for women to think in a materialistic, and unrealistic level of “happiness.” They are implying that happiness can be bought with money. In this second ad we are able to see an iPhone with a picture of a girl who is blonde, light skin, skinny, high middle class, and looks confident. She is holding a black Michael Kors handbag. In the middle of the picture there is a big white heart showing that they liked the picture. There is a pair of black headphones connected to the iPhone. As well they are Michael Kors. The phone is placed on top of a table next to a catalogue that has a purse on top covering for the most part. The black handbag on top of the catalogue and the red handbag inside the catalogue have similar material yet different style. The black handbag is a much smaller bag. Also for what we are able to see is that is a small and elegant handbag. Is not the type that women would wear daily. The red handbag is more is more bugger on size still elegant. the difference is that this bag is more commonly use as an everyday bag. The reason being that the bigger bag it fits more and women tend to carry more things on weekdays comprate to the weekends. Is most likely that both of the purses belong to the same line. The only thing we are able to see from the catalogue is small corner. In the corner we can see that there is a red purse with the Michael Kors (MK) logo hanging. Also we can see the “EL KORS” from the name Michael Kors. The colors they use in the ad are black and white. This creates more interesting and attention grabber feeling to the viewer. Far in the back there is a box that they give when someone purchase of a Michael Kors product. What stand out the most in the ad is the picture in the iPhone, and the bran Michael Kors. This ad just like in the first advertisement ad shows that owning brand name products will get people higher in the social ladder. People are willing to spend so much money on brands so society will not turned them down. For example, the picture in the phone shows that the women who posted the picture of her new Michael Kors purse has obtained over 4,000 likes on Instagram (social media). This just keeps showing that brands matter and matter a lot to society. This advertisement ad is obviously for younger women who like brand names, and who like to be connected in social media. Also this type of women are looking for society’s approval in what brand she uses. Even though the main point of this ad is to sell the brand and the new Michael Kors purse collection just like the first ad they selling the social acceptance. People look for society’s approval to because they want to feel and be superior do to the ability to afford expensive luxuries. Both of the ads use ethos and pathos to persuade women to purchase brand name products. Ethos is used in the first and second advertisement ad in the same way. Only ad number two is the one that actually shows words but is only the brand name. The brand Michael Kors by itself has high and strong credibility more in the women's circle of fashion and style. As well as both advertising ads use ethos they also use pathos. In the first ad they want to make very appealing to women that they want and a need a new purse. They make women desire things they do not need at all. Advertisement want to persuade the audience in this case women that if they want to be happy they have to buy the Michael Kors purse or watch. This might not be relevant to the ad but the caption of the ad says “Get ready to fall in love…” Even though this caption is not part of the ad it connects because in the ad is showing romance between the couple. At the same time they are assuring that they going to fall in love. If they are already in love then their significant other will be more affectionate. Selling a product through the image of love and romance it definitely compels more to women and their thought of love and happiness. In the second ad they exposing the social media acceptance. This is why the second ad is for more young girls who like social media. This girls like to be popular in and out of social media. Girls like this will most likely be immature and unsure what they doing. They only care how many likes they get on Facebook, Instagram, twitter, etc. Both of the ads use pathos is different compelling ways but at the same time they are both selling women social acceptance. Acceptance could be from social media or their significant other. We as a society care more about “who” we are wearing rather than the value of the person. We care too much because the values that parents have inculcate us have being devalued do to luxuries, and money. The context with this ads is very modern and sophisticated for the 21st century. In ad number one is from the 2015 Michael Kors campaign. Is precise because they presenting love and romance and it is what the present in the month of February and Valentine’s Day. The second ad is from the 2014 Michael Kors campaign. People just want to show others that they are able to afford expensive brands.This leads to class competition because no one wants to be look down for not having or buying brand names. At the same time it shows that people are able to spend two weeks’ worth of hard work depending on the job just to buy an expensive brand product in order for society to define each individual. The ads impacts the women who are targeted by this ads and brands there is a high chance that they will succeed. We cannot blame a girl for waiting a fairytale and this why ads like this one’s succeed in their purpose. Most girls or women have wanted a fairytale. Fairytale of a happy life, wealthy, perfect body, big house, nice car, handsome husband, luxuries. Girls want the unrealistic “perfect life.” Even though it does not exist women still pursue it. The ads create this unrealistic lifestyle that hooks viewers and is how they succeed with this type of advertisement. The advertisement marketing is now worth billions of dollars and is because they brain-wash each individual to buy and/or desired material things. We are letting society define us by falling for this type of advertisement.MICHAEL KORS AD #1 MICHAEL KORS A ................
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