In middle school I had always been infatuated with the Teen Vogue magazines. I loved looking at the latest fashion trends, hearing about the newest makeup products, and reading the recent interviews with A-List celebrities. Almost seven years later, I’m back looking at my old Teen Vogue magazines, realizing that many of the advertisements placed in the magazines aren’t necessarily appropriate for Teen Vogue’s target market- especially one in particular. Using the persuasive technique “sex sells” to uphold the goal of having a consistent brand image of being a “fun, fashionable, and sexy” (Marciano, 2016) company, ineffectively placing the advertisement in a February 2010 edition of Teen Vogue, as well as failing to follow the principles of
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The six principles of persuasion, according to Robert Cialdini, are authority, likeability, social proof, scarcity, reciprocity, as well as consistency/commitment. The GUESS advertisement does a horrible job at displaying these principles. I do not see the CEOs of GUESS giving me a reason to trust why I should buy their product, therefore displaying no authority. I just see a model that is unknown to me holding the products. Likeability and social proof are not present either because I have no connections and no similarities with the model. This GUESS advertisement also doesn’t use scarcity. There is no “Hurry before they’re gone!” screaming at me from the page and I’m not worried about losing anything. Furthermore, it also doesn’t offer reciprocity. Maybe it’s suggesting that by purchasing GUESS product the consumers will become just like the attractive model; however, that’s a poor way of “giving back”. Finally, I have never bought anything from GUESS, nor will I assume most of Teen Vogue’s readers do. Consistency is also lacking in this advertisement because GUESS is not a company most younger girls will go back to and keep purchasing
The six principles of persuasion, according to Robert Cialdini, are authority, likeability, social proof, scarcity, reciprocity, as well as consistency/commitment. The GUESS advertisement does a horrible job at displaying these principles. I do not see the CEOs of GUESS giving me a reason to trust why I should buy their product, therefore displaying no authority. I just see a model that is unknown to me holding the products. Likeability and social proof are not present either because I have no connections and no similarities with the model. This GUESS advertisement also doesn’t use scarcity. There is no “Hurry before they’re gone!” screaming at me from the page and I’m not worried about losing anything. Furthermore, it also doesn’t offer reciprocity. Maybe it’s suggesting that by purchasing GUESS product the consumers will become just like the attractive model; however, that’s a poor way of “giving back”. Finally, I have never bought anything from GUESS, nor will I assume most of Teen Vogue’s readers do. Consistency is also lacking in this advertisement because GUESS is not a company most younger girls will go back to and keep purchasing