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KAY Jewelers: Slogan, audience, persuasion

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KAY Jewelers: Slogan, audience, persuasion

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Kay is an American jewelry company that is all around the world. Its slogan is, "Every kiss begins with Kay". The tag line was written in 1997 by a Senior Art Director named Randall Herrera working for an agency called Stern Advertising in Pepperpike Ohio. It was one of several lines offered up to Kay Jewelers and is still going strong to this day.

The attempt is to attract men to buy their jewelries for their partners to get the “first kiss” —> targeting at men who want to impress a women

Pathos: utilizing the feeling/desire to be loved and be more attractive

First kiss is a very memorable moment

--> a product/a brand being with the moment represents its high value among society (ethos)

They use real couples in their video commercial, communicating and connecting the genuine love. —> emphasizing that the brand itself does not only care about the jewelry but also about people who cherish Kay.

Love is a theme that can be related to (mostly) anyone. ❤️

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1. Simple font for “KAY JEWELERS” —> modernness ; curved, serif font for the slogan "Every kiss Begins with Kay" —> elegance, long-tradition, non-changing value

2. Kiss mark: emphasis on “kiss”, “love”

3. Video advertisement employs very cinematic techniques —> the moment of “love” is actively transferred through the advertisement

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“You'll never worry about lipstick on your teeth again” - Intention, audience, context

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“You'll never worry about lipstick on your teeth again” - Intention, audience, context

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This is a PSA made by the Meth Project Foundation to persuade the audience not to take methamphetamines.

Methamphetamines are drugs that let people stay awake and do continuous activity with less need for sleep. Swallowed or snorted meth gives the user an intense high, and injections create a quick but strong intense high, which is often referred to as a rush or a flash.

The ad uses a shocking image to reveal the severe damage to the mouth, teeth, and health after using meth. The provocative, irritant image and advertising capture the attention of the audience and bring awareness to the causes of such damage.

Audience: People who intake or inject methamphetamines drug to get high or stay intense. 😶‍🌫️ As well as general public since everyone is responsible for raising drug and health awareness.

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We Can Do It! - Product / Context / Audience

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We Can Do It! - Product / Context / Audience

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Product: (The idea of) feminism / female strength

Non-tangible

Context: 1940s World War II

Men in the workforce left to join the army

Shortage of human labor in many firms and fields

Advertisement created to encourage females to join the workforce

Audience: Females

Especially those not yet in the workforce

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Visuals

Rosie the Riveter

Takes up most of the poster

Typical appearance and outfit at the time

Strong, somewhat muscular, not smiling but serious and confident-looking

Different from the norm at the time

Symbol of feminism and female power

Used to show females that they were capable of working in the workforce

Bright Colors

Style of art that was popular at the time and place

Visually striking and captures the attention of the audience

Upbeat, invigorating emotions

Text

Fonts

Simplistic / Minimalistic -> Easy to read

Block fonts -> Look sturdy and strong

"We"

Stronger connections with the audience

More inclusive

Sense of group instead of individual

Women talking to women, rather than men appointing women

Makes the ad more well-received

Exclamation mark -> Shows excitement / assertion

Short slogan -> Easy to remembers and spread

Capitalized words -> Emphasizes the text and message

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Values: Strengths and abilities of women

Transmit the capability of women in the work force and WW2

Novel ideas that were ahead of time

Subtexts: Women are just as good as men

May seem biased from a modern view

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“You'll never worry about lipstick on your teeth again” - Visual representation, copyline

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“You'll never worry about lipstick on your teeth again” - Visual representation, copyline

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Representation of a haggard woman with damaged teeth, lips, and skin + Hurting, suffering facial expression

--> Severity of the effect of the drug

Use of black-and-white color instead of others

--> Emphasizing the negative sides of the drug usage

Logo of "Meth - Not even once", "The Meth Project"(ethos)

Copyline “You'll never worry about lipstick on your teeth again” means:

1. "If you quit the drug, then you will never worry about lipstick (referring to the damage) on your teeth again”

2. Damage & lipstick —> irony, criticizing the people who easily, unintentionally depend on the drug (the lipstick mark can be easily smeared on teeth)

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“You'll never worry about lipstick on your teeth again” - Persuasion strategy “shockvertising” 😱

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“You'll never worry about lipstick on your teeth again” - Persuasion strategy “shockvertising” 😱

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Shock advertising is a marketing tactic that uses provocative, shocking, or controversial content to capture the audience’s attention. It oftens pushes the boundaries of social norm, decency, or even legal limits to create a strong emotional response.

Emotional responses (pathos) in this advertisement:

1. Shocked

2. Curious

3. Afraid

4. Antagonistic

Pros of using “shockvertising”: due to the controversial nature of shock ads, the advertisement is more likely to be shared and discussed on social media, increasing their virality (likelihood of being spread). + making it more memorable to the consumers and the audience

Shocking steps

1. Overall black-and-white, dark atmosphere + layout

2. Image of the women with damage on her body, face

3. Copyline with rigid? bold? font + copyline that lead the audience to discuss and think

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Product: Chick-fil-A which is a franchise company known for its chicken sandwich. In this advertisement, which was posted on the billboard aims to target audiences including the drivers and mostly adults (those of US citizens).

Context: 1995, Atlanta, GA (Georgia) billboard. Humorous since it is very odd to see two cows up on the billboard painting "EAT MOR CHIKIN"

Audience: Mostly U.S. citizens since Chick-fil-A is an American company and has no franchise stores outside of United States. To be specific, would attract more adults who can be exposed to this advertisement when they are driving.

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Visual & Text: Color contrasting between white & black (emphasis)

Humor - Spelling Error & Anthropomorphism (Cow painting) & Dripping Paint (Stupid & Clumsy)

Logo - Chick-fil-A (promoting identity & draw attention to audience)

Cow - Cute & Stupid

Emotion: Humorous since it is ironic that cows are doing what human do (painting) & Concerning/Pitiful since cows are doing this for their lives --> Kill more chicken rather than killing us --> Atrocity of human being.

Value: Value of animal lives --> ANIMAL LIVES MATTER

Subtext: Makes the audience be concerned about the animal being bred and killed just to be eaten by the humans.

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Best time ever to get braces! - Product / Context / Audience

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Best time ever to get braces! - Product / Context / Audience

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Product: Braces

Usually have a negative effect on one's appearance

Context: 2020

COVID -> People were wearing masks

No one could see if you had braces -> "Best time"

Audience: People who need braces

Especially teenagers

Peer pressure, puberty, preoccupied by appearance

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Product: PSA (Public Service Advertising) --> Conveys social issues that can be applied to wide range of audiences --> In this advertisement, the targeted audiences would be the smokers.

Context: Tobacco looks like a gun but the direction of the gunpoint is the opposite. --> When the person triggers the gun, the bullet (smoke of the tobacco) would come toward the same person. --> Death from tobacco

Audience: Global citizens who are smokers or who knows somebody who smokes --> encourage them to stop smoking

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Best time ever to get braces! - Visuals / Text

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Best time ever to get braces! - Visuals / Text

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Visuals

Colors

Few colors -> Clean and easy on the eyes

(Teenage) girl wearing a mask

Smiling, but the audience cannot see her teeth

Showing the current situation -> Why now is a good time for braces

Text: "BEST TIME EVER TO GET BRACES!"

Fonts: Hand writing font

Easy to read

"Younger," more align with the intended audience

More casual mood

All caps + exclamation mark -> Show excitement and emotions

"Ever" superlative

Creates a sense of urgency

"Now or never"

"Braces" are slightly bigger -> highlight product

Company and link in smaller texts -> Does not steal the thunder but still noticeable

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Visual & Text: Black background (emphasis on the figure & text), Contrasting color (Black & White)

Capitalization - "BACKFIRE" (Emphasis)

Gunpoint opposite direction - Irony

Visual Metaphor - Gunpoint as a cigarette

Statistics - 6 million deaths per year (Logos & Credibility)

Source - Reliability & CDC (Ethos)

Emotion: Concerning, Depressing

Value: Health

Subtext: Do not smoke, you'll kill yourself

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Best time ever to get braces! - Emotions / Values / Subtexts

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Best time ever to get braces! - Emotions / Values / Subtexts

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Emotions

Positive

Casual and relaxed (usually not associated with dentists)

Excited

Urgent

Values

Health & Wellbeing of the buyers' teeth

Comfort and feelings

Subtexts

Peer pressure and teenage consciousness do exist

(But, luckily) no one will tell if one has braces under the current circumstance

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He said he was sorry - Product / Context / Audience

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He said he was sorry - Product / Context / Audience

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Product: Awareness to domestic and sexual violence

Context: Modern

Domestic / Sexual violence are gaining more attention

Audience: General public

Originally thought people who need help

No obvious "contact this number for support"

Probably general public to raise awareness

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Visuals

Colors

Black / Grey/ White with a little bit of teal

Give a more serious and solemn mood

People

People in black and white filters

Emotionless, numb

Depressing or upsetting mood attached

Looking at the camera -> Connect with the viewers

Text

Series of ads beginning with "No more..."

Followed by quotes often said in response to domestic / sexual violence

"He said he was sorry" -> Often said to undermine the trauma or incidence

Advertisements call attention to how these phrases should not overshadow the seriousness of violence

Fonts

Easy to read, basic -> Seriousness and formality

The varying messages in a different color -> Highlight the message

Smaller fonts for additional messages at the side

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He said he was sorry - Emotions / Values / Subtexts

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He said he was sorry - Emotions / Values / Subtexts

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Emotions

Solemn

Serious

Depressing

Values

Health

Support

Fair or equal treatment

Social wellbeing

Gender

Subtexts

There are no excuses for any form of domestic / sexual violence

Domestic / sexual violence should be taken seriously and not brushed off

Anyone could suffer from domestic / sexual violence, regardless of gender, and it is not the victim's fault for going through it

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Playtex Baby: Product, audience, message

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Playtex Baby: Product, audience, message

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Product: pacifier 🍼 --> which is a product that is often used to help parents and babies get through periods of crying when the baby is either not hungry or too full to eat but still needs the comfort that sucking provides.

The image of product is on the right-bottom side --> demonstrating how the pacifier actually look likes

Audience: parents who have babies always cry and are difficult to care for.

“Difficult little people”

1. Difficult: hard to handle, naughty

2. Little people: babies

They correlate the its brand of pacifier with hard to handle babies. This correlation implies that Playtex pacifier can help with any baby, and it can effectively calm babies.

Using elements of tattoo and piercing to represent the naughtiness and difficulty of handling those babies.

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Tattoo and piercing —> Are they the typical features of difficult-to-handle and naughty people?

Representation of only Asian and White babies —> What about other races of babies?

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Playtex Baby: Creative and humorous visual representation

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Playtex Baby: Creative and humorous visual representation

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Instead of depicting baby who is crying and being naughty, the advertisement creatively illustrates babies with tattoos and piercing to demonstrate hard-to-handle babies in an alternative way.

Babies pose and facial expression: adult-like, not something that we can often observe from babies, extreme facial expressions🤨😟😲, outfit, the pose that they are sitting like

There is no slogan, but only the image of a baby —> strong visual effect + curiosity about the product and brand

--> source of drawback: lack of details about the product, not very direct

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Product: Coca Cola is a globally-renowned beverage company that contains a wide range of targeted audiences from young to old generations.

Context: This advertisement was published in December 1931 in The Saturday Evening Post. This can be seen from the illustration of Santa Claus rather than the typical picture or computer graphics that is used frequently in modern days. By using Santa Claus and publishing the advertisement during the winter, Coca Cola tried to challenge the traditional consumption choice of consumers who mostly drink Coke during summer times. --> Coca Cola is good any time of the year!

Audience: In this advertisement, from the featuring of Santa Claus who is holding the Coca Cola, this would attract more of the younger audiences who are more likely to believe in Santa Claus and prefer drinking soft drinks.

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Visual: Contrast between the complementary colors (Red & Green) but also emphasizes the brand color of Coca Cola which is red and symbolizes Christmas. In general, the lighting of the illustration points toward the Santa Claus and it has a warm and peaceful mood from its yellowish color. From the facial expression of Santa Claus, it can be implied that Santa likes Coca Cola!

Text: The advertisement uses the slogan "My Hat's Off to the pause that refreshes". This slogan emphasizes how Coca Cola refreshes the consumers with its fizziness and sweetness. By using a different font in the phrase "My hat's off to" (and capitalization) the advertisement mentions that Coca Cola is able to take Santa's hat off during the Christmas in winter.

+) "Ice-cold" - Emphasis

"So can you" - Direct Address

Emotion: Peaceful, Happy

Values: Refreshing vibe in your life with Coca Cola

Subtext: Buy Coca Cola