Advertisement Analysis: Tommy Hilfigure meets Gigi Hidad

Tommy Hilfigure launched a new campaign to push his latest perfume, The Girl fragrance. Renown model, Gigi Hadid, was selected to be Hilfigure’s global ambassador, and has been used in several advertisements published throughout this product launch. I chose to analyze the products commercial Ad for my rhetorical analysis, and of course, a little giphy never hurt nobody (you’ll see it soon, just keep scrolling)!

This advertisement has intertwined each rhetorical appeal in a unique way. Gigi Hadid is known globally for her playful, lighthearted, sex appeal. This campaign has essentially capitalized on her previously standing ethos with men and women worldwide, and tapped into the rhetorical appeal of pathos by crafting a visual commercial to tug on women’s desire for male attention and power. Just a side note before we jump into the pathos portion of this analysis, Tommy Hilfigure is a well-established brand that pulls in revenues of approximately 6.7 billion dollars per year. Therefore, the corporation has a strong ethos of its own, so the collaboration with Gigi Hadid was simply a recipe for success.

The composition of the video alone emphasizes the pathos appeal, with Gigi striking a power pose on the anchor with men looking up from down below. She is then centered in the frame as she walks the dock, having the sailor men gawk over her beauty, which apparently is completely due to the overpowering perfume scent.

What about logos? I think it is quite simple, what female does not want to smell fantastic?

When thinking about Kairos, I find this aspect of analysis to be a bit challenge. I think what makes this timely is the state our society is in. Women are always seeking for value, worth, and beauty. This ad seems to offer some direction in this pursuit of perfection. Therefore, I do not know that the ad is so much timely, as it is identifying a current trend in society, and capitalizing on that.

//giphy.com/embed/l0HlNAmU6E6RaJCX6

via GIPHY

This audience is all for women, women, women, and women! Why be unattractive, and unseen by men, when you can have all the male attention in the world, and look like Gigi Hadid with a simple spray of perfume?

The primary colors used throughout this ad is blue, red, and white. Let’s take a look at what each of these colors insinuates.

The color blue is seen as a cleansing color and is widely excepted by men. Ironic, right? It is associated with depth and stability and widely used in corporate America.

The color red represents power, sexuality, and passion. Red was subtly used throughout this ad, which I find interesting. If I were directing this, I would have had Gigi Hadid’s lipstick color be a much more of a vibrant red, rather than the more burgundy color they selected.

The color white is where it gets real fun. This color is associated with innocence, purity, goodness, and light. This is inevitably perpetuating the impossible diatomic standards women are encouraged to achieve. This color combination is also simultaneously tapping into a patriotic appeal.

It is the perfect blend of innocence and sensuality. Nice job Tommy Hilfigure, way to capitalize.

 

 

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Country Paper: Nicaragua

View PowerPoint Presentation Here: nicaragua-powerpoint-presentation

 

481024817.jpgCountry Paper

A. Nicaragua

B. The first Europeans came to Nicaragua in 1502; however, in 1522 Spanish explorers reached the southern shores of Largo de Nicaragua. A few short years later the Spanish colonized the region and founded two separate cities known as Granada and Leon. These two cities became politically divided; the Granada people were a prosperous colonial city that held conservative political views, while Leon was the heartbeat of liberal political action within the country, supporting trade, the interests of merchants, and smaller farmers.

In 1821 Nicaragua gained independence from Spain, but became a part of Mexico and then the Center of American Federation for a short time. Nicaragua is known as one of the five independent republics that emerged from colonial Spanish Central America (opensocietyfoundations.org). They received complete independence in 1838, which began a series of dramatic and politically manipulated events. The current political instability within the country has caused increased poverty and unemployment levels, along with low literacy rates and GDP. The development of media was intricately woven into the fabric of the ebb and flow of the political environment, which has made it difficult to maintain a professional and ethical style. We will assess the ramifications of this further on in this essay.

C. Nicaragua is a communist government, with Jose Daniel Ortega Saavedra as the current President. They pride themselves on being a democracy; however, realistically, it is more of a faux-democratic society. Ortega is up for reelection in November and is practically guaranteed reelection because he has taken over all government branches. This would put him in office for 19 years (http://www.ipsnews.net/2016/06/political-crisis-looms-in-nicaragua-in-run-up-to-elections/). However, the countries transition in the 1990s from a dictatorship to a more democratic society allowed for the expansion of media, regardless of whether it was an honest or non-bias pursuit (www.opensocietyfoundations.org).

D. Nicaragua is considered a free market economy, their GDP is 12.69 billion (http://www.worldbank.org/en/country/nicaragua), which makes it one of the poorest countries in the western hemisphere. Nicaragua’s top exports are insulated wire, coffee, knit t-shirts, gold, and frozen bovine meat. Their top imports are crude petroleum, refined petroleum, packaged medicaments, light rubberized knitted fabric, and delivery trucks. (http://atlas.media.mit.edu/en/profile/country/nic/). The top export partners for Nicaragua are the United States, Mexico, Venezuela, Canada, and El Salvador. Their top import partners are the United States, China, Mexico, Guatemala, and Costa Rica (http://atlas.media.mit.edu/en/profile/country/nic/).

E. The primary religion is Roman Catholic; however, evangelical Protestantism is making significant headway in the region in general. (pressreference.com)

F. The dominating language is Spanish (95 percent) with English Creole, and Miskito spoke to some extent in the Caribbean region. (pressreference.com)

G. The top media companies in Nicaragua are La Prensa, El Nuevo Diario, and La Notice.  I would not say that the media systems are free, Humberto Meza, who holds a doctorate in social science essentially says that Nicaragua is politically polarized, and while several people are critical of what is going on, they remain silent for fear of official reprisals (http://www.ipsnews.net/2016/06/political-crisis-looms-in-nicaragua-in-run-up-to-elections/).  The countries top news sources were created with political intentions and still continue to perpetuate the state of the countries political environment. Licensing is politicized, and as far as decision making goes, the constitutional amendment in 2006 called for a 60 percent approval by the National Assembly for all important appointments, but this can be overruled at the president’s leisure (opensocietyfoundation.org). There are highly repressive media policies that make it near impossible for journalists to obtain direct access to official sources. The government, whose Secretary of Communication and Coordination, is Ortega’s wife Rosario Murillo, prohibit publication of any information that is beyond rudimentary concerning government organizations, laws, regulations, and so forth (opensocietyfoundation.org).

H. While I could not get my hands on the La Prensa and Nuevo Diario newspapers, nor could I find similar online stories to compare and contrast, I did look at both of the online sites for these papers to get a feel for their aesthetic. What is interesting is that the La Prensa does not have a designated political section in the menu bar, while the Nuevo Diario does, which makes me wonder if that is linked to Sandinista control. The Nuevo Diario seems to be much more politically focused than the La Prensa.

I. N/A

J. Advertising policies are strictly regulated by the Communication and Citizen Participation Council (Consejo de Communication y Ciudadania) (www.opensocietyfoundations.org). Official advertising has been seen as a way to award or punish news media according to their editorial stances, as was stated by the Inter-American Press Association (opensocietyfoundations.org). Clearly, the continuous theme throughout this entire analysis is that President Ortega and his wife have absolute control over state advertising funds, which gives him free reign to purchase and manage various other media entities (opensocietyfoundations.org).

Works Cited

By 1990, when the Sandinistas were defeated in elections held as part of. (n.d.). Press Reference. Retrieved from http://www.pressreference.com/Ma-No/Nicaragua.html

Nicaragua. (n.d.). Retrieved from

http://atlas.media.mit.edu/en/profile/country/nic/

Nicaragua. (n.d.). Retrieved from

http://www.worldbank.org/en/country/nicaragua

@. (n.d.). Political Crisis Looms in Nicaragua in Run-Up to Elections. Retrieved from http://www.ipsnews.net/2016/06/political-crisis-looms-in-nicaragua-in-run-up-to-elections/

Reading/Using Digital Media. (n.d.). Digital Media and Society. doi: 10.1057/9781137393630.0013

Mapping Words and Capturing Minds

Chapter two of “Media Writer”, by Sean Morey, spends a good chunk of time expanding on the knowledge of the rhetorical tetrahedron. Logos, pathos, ethos, (and my personal favorite) kairos are all addressed in depth.

Before we embrace these rhetorical ideas, we have first to understand exigency. I don’t know about you, but with a crazy life schedule like my own, I rely heavily on writing down notes on my phone to be sure I remember everything I need to do. I even go so far as to writing all my notes down at night before I go to bed so I can shut my brain off for a few hours. But what prompts those actions?

For me, nine times out of ten it’s stress. I do NOT want to forget something that needs to get done. Maybe it’s the type A personality type? I’m certain some of you reading this have all the feels whenever I say that!

In a nutshell, exigency is what prompts us to write. It is our purpose, our meaning. It’s the driver behind the wheel. The bee behind the sting. The joke behind the laugh.

Do you get the point now?

What’s next? We have to craft our purpose and mission behind the audience’s expectations. It is important to remember that we must always write with a “you” kind of attitude. I guess you could say writing is a great art to practice selflessness?

Now that we have a fire lite underneath our hinder-binder-booty-butts, and defined a clear map for writing with a final destination, does that mean we are done?

Not yet!

This is where our logos, pathos, ethos, and kairos come into play. Cultivating these rhetorical appeals in the midst of our writing is precisely what brings the heart-cracking goodness of words to life. It is our opportunity to spread a message, impact a life, or start a movement. Our words are more powerful than we know, and understanding how these appeals apply to our writing matters.

As a destination wedding and lifestyle photographer, takings these appeals and applying them to my craft has made all the difference. It has provided the opportunity for me to build deep relationships with my clients beyond the screen (ethos), capture imagery that appeals to a larger audience (pathos), all while learning the importance of strategies (kairos) that have been implemented in sharing content on social media.

So friends – keep creating – and remember that,

“We are what we repeatedly do. Excellence then is not an act, but a habit.” – Aristotle