The chosen advertisement introduces a new lingerie, in particular, a new bra with add-2-cups miraculous push-up, which is definitely going to turn its elegant owner into a summer bombshell. The only thing left is to choose the one to the taste and buy it with one click. This bra is a new product introduced by Victoria's Secret to make their feminine customers look even more feminine and what is more important more confident, as with the new bra it is so easy to be a summer bombshell.
Judging by the advertisement, it is aimed at young women at the age between 18-35 years old who, first of all, follow the new developments of the fashion industry, want to be attractive and want man to pat attention to them, and, obviously, they want to feel more confident and beautiful, as well as sexier, with better body shapes. Most likely that the greater part of the target audience is well-acquainted with the brand. Taking into consideration the above-mentioned facts, it should be sais that the main appeals used in this advertisement are appeals to the need of sex and attention (Fowels).
Well, one can easily claim that such advertisement would better work on men than on women, as typically a woman figure is offered to men in the advertisement appealing to their need for sexual intercourse. However, it can be argued, as appealing not primarily to the need for sex, Victoria's Secret assures its customers that with their product they will look really sexier and will be the center of men's attention. The second appeal to the need for attention is closely related to the above-mentioned appeal to the need for sex. First of all, it obviously the desire to be looked at by men. Secondly, it is a desire to be looked at by other women, the desire to be admired by and to be a model for female friends and other women around, which means to feel like a queen. It's women's nature. No wonder, there's a saying that women dress not for men but for other women. It should be mentioned also that these two appeals are really typical for clothing industries, which proves the chosen ad by Victoria's secret.
Taking into consideration the above conclusions on emotional appeals according to Jib Fowles, that one of the tasks of the advertisement is to activate the emotions of the target audience. Thus, as for rhetorical appeals, the ad appeals to pathos, or emotion, trying to activate the desire of young women to look attractive and sexy, be a real ‘summer bombshell’ and to emphasize the positive feelings of wearing the miraculous bra, hence, being sexy, and enjoy everyone’s attention and admired looks (Shazz).
Obviously, appeals are supported by the image and color. The advertisement demonstrates sexy women wearing a miraculous bra and no one would argue that it doesn't look natural or that she is not well-shaped. The dark blue color of the background is very well-chosen as it doesn't distract attention from the woman and only enhance the effect.
Moving further, it’s worth paying attention to the use of Lutz’s Weasel Words in the chosen advertisement. The text of the ad is "Be a Summer Bombshell. THE MIRACULOUS PUSH-UP. It's here, it still adds 2 cup sizes AND it's convertible! Rock The Miraculous cross back or halterjust in time for a sexy summer. Online sizes 32AA-38DD". The advertisers here use "summer bombshell" which actually means nothing and is very subjective, as what does it mean to be a summer bombshell? Ask 10 women and they will give 10 different descriptions of a summer bombshell, paying attention to skin or hair, clothing, and shoes, new trends in makeup or manicure, etc. Then ask 10 men about the characteristics of a summer bombshell girl and they will give ten different descriptions of this summer sexy chic. Thus, it means that the ad claims nothing and doesn’t absolutely mean that a woman wearing this bra will be described as a summer bombshell. Furthermore, there’s a hidden favorite advertisers’ word ‘improved’ and ‘help’, but anyone can understand that it is the well-known bra but now a woman can wear it cross back or halter, which helpful Victoria’s secret made just before the summer, helping women look sexier, of course.
Moreover, there’s some magic here – ‘THE MIRACULOUS’. The advertisement implies that the bra acts like magic: just out it on and you will have a well-shaped figure. However, in fact, it doesn’t change the figure in reality and doesn’t absolutely means that all women who have bought this bra will look so miraculous like the girl on the ad (Lutz).
Works Cited
Fowels, Jib. “Advertising’s Fifteen Basic Appeals.” Common Culture: Reading and Writing About American Popular Culture. Ed. Michael Petracca, Madeleine Sorapure. Eds. Michael Petracca and Madeleine Sorapure. Upper Saddle River: Prentice Hall, 1998. n.pag. Print.
Lutz, William. “Weasel Words: The Art of Saying Nothing At All.” n.d. n.pag. Print.
Shazz, D. Ethos, Pathos and Logos in Advertising. 16 Apr. 2013. Web. 2 May 2016.
