Rhetorical Analysis of a day in the life of an IKEA Advertisement
IKEA is a large Swedish company that stocks products needed for home life in a maze like warehouse with well known chains located around the U.S. and other countries. I came to know of IKEA shortly after becoming a first time homemaker; the ease of shopping for items I needed and did not know I needed became a simple task and felt that by analyzing this ad I could bring attention to a must go to shop for first time homemakers. I chose to analyze an IKEA ad meant to promote a serving cart that targets homemakers and beckons viewers to look inside of their catalogue for more low priced items. The purpose of the ad is to encourage consumers to beautifully furnish their homes by …show more content…
According to the IKEA website, “The IKEA Concept starts with the idea of providing a range of home furnishing products that are affordable to the many people, not just the few. It is achieved by combining function, quality, design and value - always with sustainability in mind. The IKEA Concept exists in every part of our company, from design, sourcing, packing and distributing through to our business model. Our aim is to help more people live a better life at home.” This is who IKEA is. Ethos is shown with the bold IKEA lettering in white, by prominently displaying it across the top of the page, guaranteeing potential buyers that this company vouches for what they sell. In the process, they are also claiming they can provide them with the same feeling of “home sweet home” and “live love laugh” that is used as a theme in their ad, if you buy their furniture and other products. The people gathered at the table are also a tactic of ethos because they are there to vouch for the items being sold by demonstrating firsthand the usefulness and joy it brings them. Similar to a personal letter where a signature is placed at the bottom on the right hand corner; the popular IKEA icon in blue and yellow is placed in the same position. This way IKEA asserts that they trust in their products and give the consumer the guarantee that if it is not so then they take responsibility because that …show more content…
As human beings, we crave attention and socialization. IKEA advertisers take advantage of this need and use it in their ad to hook us in. This is mainly pointed out by showing the people gathered at the table that can be assumed to be a group of friends happily enjoying a meal together as they talk to each other. The daylight coming from behind the curtain and contrast of light and dark establish a surmounting feeling of a friendly environment and increase our awareness of the people gathered together and the expressions they show. The food placement on the table is another example of social context. It can be concluded that the group of friends are having breakfast together because of the half empty jar of orange juice and the coffee cups in the middle rack of the serving tray. And as we all know, breakfast is the most important meal of the day. Not failing to mention, the expression breaking bread also takes place here with the sliced bread on the top of the serving tray, it is almost as if to say “during the most important meal of the day, breaking bread with friends is essential and to do so use our
IKEA is a large Swedish company that stocks products needed for home life in a maze like warehouse with well known chains located around the U.S. and other countries. I came to know of IKEA shortly after becoming a first time homemaker; the ease of shopping for items I needed and did not know I needed became a simple task and felt that by analyzing this ad I could bring attention to a must go to shop for first time homemakers. I chose to analyze an IKEA ad meant to promote a serving cart that targets homemakers and beckons viewers to look inside of their catalogue for more low priced items. The purpose of the ad is to encourage consumers to beautifully furnish their homes by …show more content…
According to the IKEA website, “The IKEA Concept starts with the idea of providing a range of home furnishing products that are affordable to the many people, not just the few. It is achieved by combining function, quality, design and value - always with sustainability in mind. The IKEA Concept exists in every part of our company, from design, sourcing, packing and distributing through to our business model. Our aim is to help more people live a better life at home.” This is who IKEA is. Ethos is shown with the bold IKEA lettering in white, by prominently displaying it across the top of the page, guaranteeing potential buyers that this company vouches for what they sell. In the process, they are also claiming they can provide them with the same feeling of “home sweet home” and “live love laugh” that is used as a theme in their ad, if you buy their furniture and other products. The people gathered at the table are also a tactic of ethos because they are there to vouch for the items being sold by demonstrating firsthand the usefulness and joy it brings them. Similar to a personal letter where a signature is placed at the bottom on the right hand corner; the popular IKEA icon in blue and yellow is placed in the same position. This way IKEA asserts that they trust in their products and give the consumer the guarantee that if it is not so then they take responsibility because that …show more content…
As human beings, we crave attention and socialization. IKEA advertisers take advantage of this need and use it in their ad to hook us in. This is mainly pointed out by showing the people gathered at the table that can be assumed to be a group of friends happily enjoying a meal together as they talk to each other. The daylight coming from behind the curtain and contrast of light and dark establish a surmounting feeling of a friendly environment and increase our awareness of the people gathered together and the expressions they show. The food placement on the table is another example of social context. It can be concluded that the group of friends are having breakfast together because of the half empty jar of orange juice and the coffee cups in the middle rack of the serving tray. And as we all know, breakfast is the most important meal of the day. Not failing to mention, the expression breaking bread also takes place here with the sliced bread on the top of the serving tray, it is almost as if to say “during the most important meal of the day, breaking bread with friends is essential and to do so use our