Figure1. Advertisement on new Dove Firming retrieved from: http://endormedia.co.za/the-real-beauty-of-brand-continuity-dove-does-it-right/
Who do you believe is the ads target audience?
The target audience for the above ad is the ladies; this is because the image contains ladies. The ladies prefer to have real curves as described in the image, therefore the image tries to talk to the ladies to like the product called the New Dove farming that is tested on the real curves. Each and every lady would love to have nice curves, it is for this reason that the target audience for the ad above to be the ladies.
Another reason for the ad to target the ladies is because the ad has only the images of the ladies; this is a clear indication that it targets the ladies (Drewniany & Jewler, 2008). The ladies targeted are of the age below roughly between 18 to 30, this can be seen from the images of the ladies, the ladies are not of old age, they are mostly of the age below thirty years.
How does the ad use logos to appeal to this target audience
The use of the logos is based around facts and reasons. Therefore, the use of logos is very conspicuous in this ad because it is mostly the ladies who like to maintain their body so that they can have real curves. The females for a fact use the beauty products to maintain their curves so that they can be more attractive and appealing from the outward appearance. The use of logos is therefore efficient and evident in the ad since the target audience is very synonymous with the use of the beauty products to magnify the curves so that they can be appreciated.
How does the ad use pathos to appeal to this target audience
The use of pathos appeals to the target audience in the sense that the target audiences who are the female persons will have a feeling that if she uses the product then she will have real curves. This makes this form of advertisement to be very useful to the customers because the ad has created a notion that the product has been tested on real curves. This makes the target audience get convinced that the use of the beauty product from Dove will be very efficient for the curves.
Actually, no lady would resist the use of this beauty product since a notion has been created in the mind that the product has been tested on a real curve therefore it will be effective when used on the curves. The pathos therefore appeal to the target audience because their emotions have been put into consideration since it is the dream of every lady to have perfect curves. This ad will therefore put the beauty product on a higher scale in terms of the rating.
How does the ad use ethos to appeal to this target audience
The ad uses ethos to appeal to the target audience, this is because it contains images of very beautiful ladies. The potential target audience will therefore assume that the ladies in the ad have been subjected to the use of the beauty product being advertised. It is for this reason, the most of the ladies will prefer the beauty product. It is the aim of every lady to have the beautiful body; form the image in the ad, the beauty is well manifested in the ladies.
The ladies who are the target audience will therefore not resist the use of the beauty product since from the image it can be clear to them that the users of the product have what it takes to be seen as beautiful. Therefore the use of ethos in the ad is appealing to the target audience who are the ladies.
What fallacies does this ad contain?
Another fallacy used in the ad is the indication that the ad has been tested on real curves; the ad does not have any single proof to verify that it has been tested on real curves. Another issue that can raise eyebrows is the fact that no one actually knows whether those ladies on the ad have actually used the product, the image could have been taken from a sample of very beautiful ladies who have not actually used the product. This is aimed at just attracting the customers by giving them a notion in the mind that the users of the product are actually beautiful. This can be a form of fallacy by the advertisement.
References
Drewniany, B. L., & Jewler, A. J. (2008). Creative strategy in advertising. Boston, MA, USA: Thomson/Wadsworth.
