Maria Paula Diaz Campo
Prof. Yasbel Acuna-Borrero
ENC 1101 – Writing and Rhetoric
Tuesday, October 26th, 2017
Ikea really is simple
It is well known that Ikea is on the way to global domination, facts such as that one in every fourteen people in the world visit their stores every year, one out of every ten Europeans are conceived on one of their beds, every year more copies of their catalogues are printed than of the Bible, and that they are the world’s third-largest consumer of wood, are all amazing, but what’s most interesting is the way in which they achieve these results, the marketing strategy behind their success. (MacGauley)
The concept of Ikea lies in the idea of making simple, easy to assemble and affordable furniture, with design, …show more content…
The ad appropriately reaches its intended audience with specific scenarios targeted for them, in a way that makes them relatable and in the process portraying their brand as a solution to their issues by addressing a recurring concept such as love, therefore appealing to pathos as well. The ad, however, can easily make the audience lose interest on it as it has too much information and it takes long to …show more content…
Given their target market, Ikea uses scenarios that are common in the lives of their consumers, making the ad relatable and therefore making the buyer have the sense that the brand understands their needs as well as what they’re going through. In a way Ikea is trying to convey to the consumer a message that can be put into words by saying “My product is designed for you, because I know you’re going through this” generating in the consumer a feeling of empathy and understanding from the brand, therefore, successfully appealing to pathos, as the consumer would rather opt for a brand that they trust. Josh Ritchie, CEO and co-founder of Column Five, a content marketing agency, and Visage, a visual content design platform, claims that “If you can clearly communicate that you understand your audience's struggle and have the expertise to help solve their problem, your audience sees that you really care, which makes them more eager to form a relationship with you. The key to creating that type of content? Empathy.” Ikea gains this trust by creating a sense of awareness and care for their customer’s
Prof. Yasbel Acuna-Borrero
ENC 1101 – Writing and Rhetoric
Tuesday, October 26th, 2017
Ikea really is simple
It is well known that Ikea is on the way to global domination, facts such as that one in every fourteen people in the world visit their stores every year, one out of every ten Europeans are conceived on one of their beds, every year more copies of their catalogues are printed than of the Bible, and that they are the world’s third-largest consumer of wood, are all amazing, but what’s most interesting is the way in which they achieve these results, the marketing strategy behind their success. (MacGauley)
The concept of Ikea lies in the idea of making simple, easy to assemble and affordable furniture, with design, …show more content…
The ad appropriately reaches its intended audience with specific scenarios targeted for them, in a way that makes them relatable and in the process portraying their brand as a solution to their issues by addressing a recurring concept such as love, therefore appealing to pathos as well. The ad, however, can easily make the audience lose interest on it as it has too much information and it takes long to …show more content…
Given their target market, Ikea uses scenarios that are common in the lives of their consumers, making the ad relatable and therefore making the buyer have the sense that the brand understands their needs as well as what they’re going through. In a way Ikea is trying to convey to the consumer a message that can be put into words by saying “My product is designed for you, because I know you’re going through this” generating in the consumer a feeling of empathy and understanding from the brand, therefore, successfully appealing to pathos, as the consumer would rather opt for a brand that they trust. Josh Ritchie, CEO and co-founder of Column Five, a content marketing agency, and Visage, a visual content design platform, claims that “If you can clearly communicate that you understand your audience's struggle and have the expertise to help solve their problem, your audience sees that you really care, which makes them more eager to form a relationship with you. The key to creating that type of content? Empathy.” Ikea gains this trust by creating a sense of awareness and care for their customer’s