People tend to trust what they see, but will that get them sucked Into being manipulated by the advertisement world? What people see, is not always how it looks. Advertisers are not typically here to help, they have one goal; to sell their product and make some money off of their audience. Everyone at some point decides which advertiser to trust, and they do that through what the advertiser says. Face it, how many people really go and look up background information on the internet about their Juice and water?
In this FIJI print advertisement, they manipulate a person’s environmental guilt through playing the person’s emotions, and making the advertisement itself seem trustworthy. As a person sits down and analyzes this advertisement, they will soon realize how they have been misled through pathos, logos, ethos and logical fallacies. The first thing to deceive the consumer is what the advertisers can do through pathos. Pathos has to do with how the advertiser Is able to affect our passions and emotions. On the print advertisement it says that the consumer’s FIJI water purchase alps reduce carbon emissions, and protect Fiji rainforest’s.
That statement makes someone feel empowered, Like they alone can make a deference to society and the environment. While feeling that slight empowerment, they tone it down with a simple water drop in the background. That single water drop is not only having a clean, pure sense, but also a symbolization of how a single thing can make a difference. That one elegant water drop made all those ripples alone, so the consumer feels they should be able to make a difference alone as well, by buying the Fiji water. That water drop Is a mixture of emotions.
While it Is clean, pure and graceful, It Is also touching back on the empowerment feeling by providing the symbolization that the consumer is going to be able to change the planet single handedly. Then as the shopper looks Into the colors used, they will see an earthly blue and Greer Those blue and green tones provide them with a mellow, relaxed sense. While not only are they relaxing colors, they also represent the colors of the earth that the consumer is likely to want to be able to help save. Lastly. The promoter uses a simple pink flower on the bottle thin the print advertisement.
The flower shows life, and makes the buyer feel eager to preserve that life, that beauty. The little pink flower also causes somewhat of a standout from the rest of the colors. Since everything else Is mainly blues and greens, the pink flower is able to catch the eyes of all the audience members, even if they are looking at the advertisement from somewhat of a distance. The next mechanism the advertiser uses to get to the customer Is through logos. Logos is anything that provides us with facts, logical conclusions, or some deductive reasoning.
An example on this print advertisement is how it says you can reduce carbon emissions. The writing In this advertisement Is clear saying ‘Your FIJI water purchase helps reduce carbon emissions and protect the Fijian Rainforest’s. ” It does not tell us what exactly carbon emissions are, or how they are bad, but they make it purchase of this FIJI water bottle can help with reducing carbon emissions, it does not say the consumer can get rid of them completely. When thinking about this, a consumer must think what if they are really only reducing it by a fraction of a percent? If that is true, than what is the real point of buying it?
The advertisement also says that the purchase of this FIJI product will help with protecting the Fijian rainforest’s. Why save Fiji? Why not save where the consumer lives? The consumer is not likely to go searching the internet to see how and if Fiji rainforest’s are actually being helped. The next thing on this advertisement is it says every drop is green, as in every drop is echo-friendly. But does that mean that it is untouched by man, making it unverified and gross for the consumer? When the consumer takes that question onto account, they may begin to think twice about their FIJI water purchase.
The Fiji water bottle in the print advertisement also says it is from the islands of Fiji. However, what is so good about the islands of Fib’s water? The consumer assumes it means it is good water, but why? Why do consumers assume these things through simple statements without even beginning to question them? The last marketing technique the advertiser uses is what they put on the print advertisement to provide ethos. Ethos is anything that provides credibility to what the advertiser is attempting to sell. The advertisement shows ethos by providing a link to filigreed. Mom so that the consumer can find out more information about their product. When in reality not very many consumers will go to that extent, but it reassures the buyer that if they have their own website, they must be trustworthy. It also has the trusted green drop logo clearly printed by the Fiji water bottle within the advertisement. The green drop provides the audience with the background knowledge of the green drop being environmentally safe. Also in almost unreadable letters along the side it shows the FIJI water company, all rights reserved information.
Those tiny letters are on almost every advertisement showing more credibility to the FIJI water company advertiser, because almost all other trusted print advertisements have those tiny font copy rights too. With the use of ethos, people who may not really care about the environment may still buy the water since it is a trusted advertiser. In this print advertisement they used a couple of logical fallacies. The first one used was the abusive fallacy which is when they attack a consumer’s moral character rather than the actually product itself.
They use this fallacy by going after a person ho has morals to save the earth. So rather than them Just buying water, they are under the influence they are saving a rainforest’s. The second fallacy used is appeal to emotion. Appeal to emotion is where they make the audience come to a conclusion through feeling a specific emotion. They advertisement is able to do this by appealing to a person’s guilty emotions by not putting much of an effort forth to save the environment. When the consumer feels guilty about this, they are more likely to buy that Fiji water so they can feel as if they are helping the world a little bit.
In conclusion, the consumers are failing to read into the advertisement. This example of the Fiji print advertisement has shown how the advertisement world manipulates people’s emotions, such as through making the consumer feeling guilty for not helping to save the environment, and makes themselves as the advertiser falsely seem trustworthy. As this print advertisement for Fiji water bottles was logos, ethos and logical fallacies was clear and was easy to see how the buyer could be manipulated easily without any knowledge of it.
In the long run, if people always eve in to these misleading advertisements, they will probably find themselves buried in worthless Junk before they know it! The buyer simply thinks that they are acting on their own free will, and acting on the fact that they want to be able to help our planet flourish. When sadly in reality, all they are likely doing is spending some of their hard-earned money on a water bottle that may or may not actually help.
