The California fashion brand Juicy Couture launched their fragrance, “Viva La Juicy” in 2008. To make the ad more attractive its designers used a combination of inviting colors and adorable designs to present the perfume, features liked by most women. The advertisement use of these features is a primary mechanism of igniting in women the desire to try out this perfume, because these features are very seducing and thought provoking hence, their nature of effects. At the same time, the advertisement illustrates the effects of the perfume by using a number of models dressed in elegantly designed dresses.
Effective use of pathos is evident in the ad, as it designers have used five elegantly dressed women wearing differently colored dresses. Applications of this technique is appropriate, because the use of cheerful colors and an adorable design is a mode of igniting emotional and physical responses from its targeted audience hence, arousing in them the curiosity of trying out the perfume. In addition, the dresses’ colors namely pink, yellow, blue, green, and purple, helps to create a sup-beat, trendy, colorful, and glam-rock image, an image adored by most women hence, an emotional igniting mechanism, because of its appealing nature.
The ad’s design, which includes a juicy logo chain and a beautiful background of toned with a cream color is very eye-catching and thought provoking, because of its beautiful nature. Therefore, the use of color and adorable designs in the ad may give the desired outcomes, because the ad’s targeted audience (women) is a group of individuals who adore designs that look lively and charming. In addition, because most individuals like warm colors, colors that the ad has blended well, likelihoods of the ad catching the eyes of even the un-targeted audience are high. This is an effective use of pathos, because the untargeted audience plays an important role as far as promoting the product is concerned. Such effects on the untargeted evidence are evident as the only man in the ad is bending and hugs that perfume’s bottle; hence, clearly illustrating likelihoods of its targeted audience accepting the perfume, because of influences from its un-targeted audience.
In addition to blending different colors, the design of the ad itself is very beautiful and eye-catching, as the designers of the ad have positioned the models differently; a scenery that increases the ad’s seducing power, because of its physical attractiveness. Such attraction power is a good though provoking methodology, because its targeted audience is likely to be tempted to try it.
In conclusion, the ad effectively uses the concept of pathos effectively in communicating to its audience how Viva La Juicy is a good perfume, because of the beautiful presentation of the ad. The designers of the ad have achieved this by blending important attracting and marketing features that include a blend of different colors and beautiful designs.