Visual Rhetoric: (wordpress inserted it at the bottom of the post)
This ad for a foundation by Maybelline is a case of visual rhetoric. The minimal text on the page draws the eyes to the make up coming off in a perfect line looking thing that shows that this make up is really good at matching your skin tone. A female audience is being addressed here in many magazines and TV commercials. They show a very beautiful woman the product and having a very even skin tone. Women who have problems with theirs will see this as a means of becoming more comfortable in their own skin. It also shows which problem areas it covers best so it appeals to an older audience, especially since the product is called “The Eraser”. The reason behind communicating that this makeup will make you look really good visually is that there’s physical proof that the makeup works (or so the ad promotes). In this case it’s much better that we have a visual instead of a verbal piece of evidence because we SEE that it works and we’re not just reading what the company has to say. The constraint with using a visual with an ad such as this is that you can’t really describe how the product works or how you can find your perfect match in color, but even that isn’t much of a constraint in this case.
“Smells like palm trees, sunshine, and freedom.”
-from the Old Spice Fiji deodorant
The text is written on the cap of the deodorants and is all capitalized and the words get bolder after the word “like”. This is a really good marketing strategy; it’s funny and describes pretty well what the deodorant smells like. The benefit to using text to describe the scent instead of a visual is that it allows us to remember our own memories of what palm trees and sunshine and freedom feel like. This sensation will turn the scent into a way to remember those extremely fond memories. The limiting factor is that it might not be a totally accurate description of the product and that might influence how someone of the people are affected by the text. With mainly a male audience the deodorant ads are seen on again both the TV and in magazines. The minimalist text foes along with what we were talking about with the Axe commercial, it offers a really great desire to want to be like that smell like this because who wouldn’t want someone who promotes a free, paradise-like life. In that way it appeals to women who see the ad as well.