ESSAY 1 - Clawges 1 Maddy Clawges Pearl Shields ENGL1020...

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Clawges 1 Maddy Clawges Pearl Shields ENGL1020 September 12 th , 2011 Nestle’s Coffee-Mate Have you ever seen an advertisement and immediately been drawn to the product because of its popularity? Many advertisements these days try to show consumers how they should act or the products they should purchase to be “cool” . The advertisement for Nestle’s “coffee-mate” coffee creamer, found in Southern Living magazine, sells the idea of relaxation and comfort . A mixture of visual details and text imply that purchasing coffee-mate will also give you total enjoyment and leisure . This image appeals to any woman that desires freedom from all responsibilities . Nestle uses a young, beautiful beach blonde woman surrounded by the beach and Hawaiian flowers to convince the audience to relax and enjoy a cup of coffee with coffee- mate . The happy emotional appeal implies that using coffee-mate will take away all your worries and relieve you of stress . Although it seems like the advertisement is focusing on the product itself, it is really focusing on the beautiful woman and the leisurely lifestyle she appears to have, which convinces the audience that her state of mind is the ideal style for all women . This advertisement was published in May 2009 at a time when the United States was in a deep recession . This advertisement uses kairos to attract the stressed Americans that were
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ESSAY 1 - Clawges 1 Maddy Clawges Pearl Shields ENGL1020...

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