Metaphorical Analysis of Living Grace: Graceful Advertising
Metaphorical Analysis of Living Grace: Graceful Advertising
Introduction
“Hail Mary, full of Grace, the Lord is with thee…” This opening line of the Catholic prayer, The “Hail Mary,” epitomizes the importance that the Church, the larger Christian Church, places on grace and women. The culture of America, and arguably Western society, carries Christian values. Because it is such a core notion in our culture, Christian language and references can many times be used to connect with even non-Christians in America. The Philosophy (2012) perfume ad for Living Grace illustrates how religious metaphors can be used effectively in advertising.
Description of Text The Philosophy (2012) ad for Living Grace perfume was found in a popular women’s magazine. Magazines such as Glamour, In Style, and Lucky feature fads and trends, what’s hot now, and what women ‘should’ be doing. Subsequently, their ads also carry these messages. Philosophy uses the medium of a magazine advertisement to reach their target audience: women. The ad itself is very minimalistic, with a predominantly white background. On the bottom right hand corner, the sky can be seen. Beneath this is black blocking with logo. The product itself is centered below the texts, “you don’t wear it, you live it, introducing a new fragrance from philosophy,” and “philosophy: the deeper we dive the more remarkable we become. and in the end, the one truth that rises to the top is that our tomorrows belong only to this day. the lesson we learn is to passionately express our daily moments with living grace and gratitude.” The text throughout is all lower cased. The bottle is clear and square, with the label in blue, and looking very similar to the ad setting. When researched, the bottle looks the same as in the advertisement.
Philosophy (2012) boasts its scientific background. On their main web page, it states, “philosophy is a brand that approaches personal care from a skin care point of view, while celebrating the
Introduction
“Hail Mary, full of Grace, the Lord is with thee…” This opening line of the Catholic prayer, The “Hail Mary,” epitomizes the importance that the Church, the larger Christian Church, places on grace and women. The culture of America, and arguably Western society, carries Christian values. Because it is such a core notion in our culture, Christian language and references can many times be used to connect with even non-Christians in America. The Philosophy (2012) perfume ad for Living Grace illustrates how religious metaphors can be used effectively in advertising.
Description of Text The Philosophy (2012) ad for Living Grace perfume was found in a popular women’s magazine. Magazines such as Glamour, In Style, and Lucky feature fads and trends, what’s hot now, and what women ‘should’ be doing. Subsequently, their ads also carry these messages. Philosophy uses the medium of a magazine advertisement to reach their target audience: women. The ad itself is very minimalistic, with a predominantly white background. On the bottom right hand corner, the sky can be seen. Beneath this is black blocking with logo. The product itself is centered below the texts, “you don’t wear it, you live it, introducing a new fragrance from philosophy,” and “philosophy: the deeper we dive the more remarkable we become. and in the end, the one truth that rises to the top is that our tomorrows belong only to this day. the lesson we learn is to passionately express our daily moments with living grace and gratitude.” The text throughout is all lower cased. The bottle is clear and square, with the label in blue, and looking very similar to the ad setting. When researched, the bottle looks the same as in the advertisement.
Philosophy (2012) boasts its scientific background. On their main web page, it states, “philosophy is a brand that approaches personal care from a skin care point of view, while celebrating the
Bibliography: Easton, B. S. (1930). Grace. The international standard bible encyclopedia, (vol. 2) Chicago, IL: Howard-Severace Co, Retrieved from http://www.bible-researcher.com/grace.html Foss, S. K. (2009). Rhetorical criticism exploration and practice. (4th ed.). Long Grove, Illinois: Waveland Press Inc. Philosophy, inc. (2012). Philosophy . Retrieved from philosophy.com Tulsa Web Design. (n.d.). The skin place for philosophy. Retrieved from http://www.theskinplace.com/philosophy.asp --Philosophy advertisement attached.