A Fragrance?
In Aeropostale’s advertisement for Bethany Mota’s new fragrance, they address the topic of adventure. Bethany portrays an uncertain girl in a gloomy environment, until a fortune teller calls her over to read Bethany’s fortune. After the teller says, “there is great adventure ahead of you”, a bottle of the fragrance appears. Once Bethany sprays it on, the colors change from black and white to full color.
Not only does the overall mood change, but so does Bethany’s attitude, clothes, the scenery, and the music. Suddenly, after a spray of fragrance, there are bursts of color everywhere. Now, Bethany is outside in the sun, enjoying life. Bethany decided to live the life of adventure by wearing the new fragrance. The overall argument made in this ad, is Bethany’s new fragrance will give you a sense of adventure. |
How Can It Affect My Mood?
In Thank You For Arguing, Heinrichs states, “choice questions have to do with the future.” (28) In Bethany’s fragrance ad, she chooses to leave her gloomy life and live a more adventurous one.
As Bethany walks into the store, she has a cold look on her face, but as the fortune teller waves her over, Bethany’s look changes to one of curiosity shown in her eyes and the way her facial expressions change. As Bethany follows and the fortune teller begins laying cards down on the table, Bethany begins to have this look of interest, wondering what is to come next.
As Bethany walks into the store, she has a cold look on her face, but as the fortune teller waves her over, Bethany’s look changes to one of curiosity shown in her eyes and the way her facial expressions change. As Bethany follows and the fortune teller begins laying cards down on the table, Bethany begins to have this look of interest, wondering what is to come next.
Due to Bethany’s interest and curiosity, she hands the necklace she is wearing to the fortune teller in order to find out her fortune. She listens to the fortune teller when she says, “there is great adventure ahead of you” and sprays the fragrance.
Bethany chose happiness and adventure over gloomy discontentment. It is a daily struggle to live a gloomy life and desire that sense of adventure. Seeing Bethany make one small choice that changes her life, encourages the audience to make every decision and choice matter in their life. Despite the fear to fail, the audience is encouraged to choose adventure every day.
Bethany chose happiness and adventure over gloomy discontentment. It is a daily struggle to live a gloomy life and desire that sense of adventure. Seeing Bethany make one small choice that changes her life, encourages the audience to make every decision and choice matter in their life. Despite the fear to fail, the audience is encouraged to choose adventure every day.
Heinrichs suggests, “argument’s grand prize [is] the consensus.” (9) In the ad, Aeropostale is arguing that wearing Bethany's new fragrance will give you a sense of adventure.
Aeropostale wants everyone to live a life of adventure - they want to come to a consensus that everyone is happier and better off when wearing the fragrance. They show the audience this by Bethany’s change of mood and attitude after she sprays the fragrance - the whole atmosphere and scenery changes.
Aeropostale wants everyone to live a life of adventure - they want to come to a consensus that everyone is happier and better off when wearing the fragrance. They show the audience this by Bethany’s change of mood and attitude after she sprays the fragrance - the whole atmosphere and scenery changes.
According to the video ad, Aeropostale portrays life of happiness and adventure once you choose to wear Bethany’s fragrance. In reality, everyone has different tastes and preferences, so someone may try the fragrance and not like it or may not feel like the ad portrays - they may like their current fragrance better.
At the end of the ad, a bottle of the fragrance is shown, as well as where to buy it, saying, “exclusively at Aeropostale.” Showing this leads to the consensus that if the audience desires to feel how Bethany feels at the end, they should go to Aeropostale and buy the new fragrance.
At the end of the ad, a bottle of the fragrance is shown, as well as where to buy it, saying, “exclusively at Aeropostale.” Showing this leads to the consensus that if the audience desires to feel how Bethany feels at the end, they should go to Aeropostale and buy the new fragrance.
Heinrichs asserts, “logos [is] argument by logic… the brainy one.” (39) The ad demonstrates that if you wear Bethany’s fragrance, then you will be happier and live adventurously.
As Bethany sprays the fragrance and exits the fortune teller’s room, she is grinning from ear to ear… full of excitement. You can see the excitement in her eyes as well as by her smile. Through the ending, where she is outside enjoying the sunshine, she is all smiles and no longer has any sign of uncertainty. Soon after spraying the fragrance, Bethany has left the fortune teller and is going to all kinds of different places - living adventurously.
As Bethany sprays the fragrance and exits the fortune teller’s room, she is grinning from ear to ear… full of excitement. You can see the excitement in her eyes as well as by her smile. Through the ending, where she is outside enjoying the sunshine, she is all smiles and no longer has any sign of uncertainty. Soon after spraying the fragrance, Bethany has left the fortune teller and is going to all kinds of different places - living adventurously.
The audience sees Bethany’s smiles, all of the bright colors, and the fun that she is having, which logically makes their brains think they want the fragrance too. Just as Aeropostale uses logic to sell Bethany’s fragrance, an older sibling or parent may use the same logic when trying to persuade a child to do something. | For instance, they could tell the child, “if you brush your teeth, then you can watch TV for an extra thirty minutes tonight.” By using incentives, people are more likely to do what they are being persuaded to do. Aeropostale gives the incentive of happiness, shown by Bethany, and what could come from wearing the fragrance. |
What Kind of Affect? Be Honest...
Aeropostale’s goal is for the audience to go out and buy Bethany’s new fragrance, because they feel like they will have a more adventurous and happy life if they do. Honestly, this could be completely false. Of course some people will like and enjoy the fragrance, but there will be others who do not like it and will not wear it. Everyone has different opinions and tastes that affect those opinions.
Aeropostale’s ad is perfect in the sense that it is meant to advertise a product and encourage or persuade the audience that they need that product in their life, but lacks in the reality aspect of life. The ad gives a false impression of how life can change dramatically by a small choice made daily. I know that in my personal life, a small choice like what fragrance I will wear that day will not affect my overall mood and well being, if it was that easy, then my life would be completely different.
Although, I must say that seeing Bethany make a choice that changes her life encourages me to make every decision and choice matter in my own life. I have a fear of failing, but despite that, I can make the choice to “choose” adventure every day.
Aeropostale’s ad is perfect in the sense that it is meant to advertise a product and encourage or persuade the audience that they need that product in their life, but lacks in the reality aspect of life. The ad gives a false impression of how life can change dramatically by a small choice made daily. I know that in my personal life, a small choice like what fragrance I will wear that day will not affect my overall mood and well being, if it was that easy, then my life would be completely different.
Although, I must say that seeing Bethany make a choice that changes her life encourages me to make every decision and choice matter in my own life. I have a fear of failing, but despite that, I can make the choice to “choose” adventure every day.
In the world of advertising and marketing, Aeropostale did everything they should have and that is all that matters, as long as it continues to draw in customers and keeps the audience interested. As an audience, we should take away that every day it is our personal responsibility and choice to do what makes us happy; no matter what that is, just do it! |