Advertisement Analysis

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Rachel B
12 October 2013
Fiji Water Advertisement
People tend to trust what they see, but will that get them sucked into being manipulated by the advertisement world? What people see, is not always how it looks. Advertisers are not typically here to help, they have one goal; to sell their product and make some money off of their audience. Everyone at some point decides which advertiser to trust, and they do that through what the advertiser says. Face it, how many people really go and look up background information on the internet about their juice and water? In this Fiji print advertisement, they manipulate a person’s environmental guilt through playing the person’s emotions, and making the advertisement itself seem trustworthy. As a person sits down and analyzes this advertisement, they will soon realize how they have been misled through pathos, logos, ethos and logical fallacies.

The first thing to deceive the consumer is what the advertisers can do through pathos. Pathos has to do with how the advertiser is able to affect our passions and emotions. On the print advertisement it says that the consumer’s FUI water purchase helps reduce carbon emissions, and protect Fiji rainforest. That statement makes someone feel empowered, like they alone can make a difference to society and the environment. While feeling that slight empowerment, they tone it down with a simple water drop in the background. That single water drop is not only having a clean, pure sense, but also a symbolization of how a single thing can make a difference. That one elegant water drop made all those ripples alone, so the consumer feels they should be able to make a difference alone as well, by buying the Fiji water. That water drop is a mixture of emotions. While it is clean, pure and graceful, it is also touching back on the empowerment feeling by providing the symbolization that the consumer is going to be able to change the planet single handedly. Then as the shopper looks into the colors used, they will see an earthly blue and green. Those blue and green tones provide them with a mellow, relaxed sense. While not only are they relaxing colors, they also represent the colors of the earth that the consumer is likely to want to be able to help save. Lastly, the promoter uses a simple pink flower on the bottle within the print advertisement. The flower shows life, and makes the buyer feel eager to preserve that life, that beauty. The little pink flower also causes somewhat of a standout from the rest of the colors. Since everything else is mainly blues and greens, the pink flower is able to catch the eyes of all the audience members, even if they are looking at the advertisement from somewhat of a distance.

The next mechanism the advertiser uses to get to the customer is through logos. Logos is anything that provides us with facts, logical conclusions, or some deductive reasoning. An example on this print advertisement is how it says you can reduce carbon emissions. The writing in this advertisement is clear saying “Your FUI water purchase helps reduce carbon emissions and protect the Fijian Rainforest.” It does not tell us what exactly carbon emissions are, or how they are bad, but they make it sound like they have to be bad. Also, when it says to the audience that their purchase of this FUI water bottle can help with reducing carbon emissions, it does not say the consumer can get rid of them completely. When thinking about this, a consumer must think what if they are really only reducing it by a fraction of a percent? If that is true, than what is the real point of buying it? The advertisement also says that the purchase of this FUI product will help with protecting the Fijian rainforest. Why save Fiji? Why not save where the consumer lives? The consumer is not likely to go searching the internet to see how and if Fiji rainforest are actually being helped. The next thing on this advertisement is it says every drop is green, as in every drop is...
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