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Karla A. Garcia Lugo

Professor Jodi Simmons

English 100B – 006

May 8, 2015

Have luxuries become necessity

“Dress to impress” or “the first appearance matters the most.” We have hear this phrases

so many times throughout our lives. At very young age children are thought that what they wear

and how they appear to people matter the most. This has come more and more common in our

daily lives and society because advertising has brainwash people to think that what brand a

person wears says more about them than there ethics and values. Brands have not only create

levels of status upon every individual in society but also how a person is defined in the year

2015. An example of this is Michael Kors is giving the message that if they wear, or have

something that is brand name society is going to accept them and like them more. In particular

this two specific ads that are going to be presented throughout the essay. Both of the ads by

Michael Kors presents the same message of brand name products define a person in modern

society.

Michael Kors a New York fashion company based on and for women. The brand Michael

Kors has become a tendency in fashion and style for some time now. About from two to three

years ago people started to consume more and more Michael Kors products. Now is more

common to see people having Michael Kors bags, wallets, watches, cases, clothing, accessories,

shoes, etc. Before all this happened the brand Michael Kors and the people who had it were rare.

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Most likely the people who are spending over 300 dollars on bags are high middle class. All

people care how they are seen by society but the people who spend so much money on brand

names tend to care a little more.

We talking about people who will buy brands and are the ones who are willing to spend over 300

dollars in a brand name things in this case handbags.

In the first advertisement ad by Michael Kors is presented with a couple smiling, and

wearing Michael Kors products such as the handbag, sunglasses and clothing. All the colors

contrast very well with each other. The colors they use are warm colors for example light brown

shirt for the guy and a white shirt for the girl. What stands out the most in the ad is the pink purse

and pink watch that the women is wearing. This grabs very quickly the attention of the viewer

because at first sight is what is most compelling to the viewer. The technique of using colors that

contrast to grab the viewer’s attention soon is common on advertisement. The background in the

ad it creates a very calm, peaceful, and enjoyable moment. The sunset feeling helps the viewer to

be transported to the picture and feel like they were in the same calm, peaceful, and enjoyable

moment. In the ad we able to see that the man is kissing the women in the cheek. Is gives the

sensation of romance, and that love is in air. The two models in the ad are attractive, light skin,

have light color hair. They give the impression that they are flawless. They also appear to be

high middle class people because they are white, light skin, with brand name outfits. Even

though we are not able to fully appreciate the entire outfit that they are wearing for what we can

assume is not the cheap quality. This assumptions are easy to make because when they are doing

this type of ad is obvious and common for the models to use the brand name clothing line.

They are presenting to the viewer a very happy moment with their significant other. The

purpose of this is particular ad is to persuade people to buy Michael Kors brand. Specific the

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woman's handbag and watch. Their advertisement makes the people want to have the happy

moment of the ad with their significant other in real life.

What they are trying to sell is not only the handbag, the watch, or the brand but also the idea that

owning brand name things will make you happy. This ad targets women in general because they

brain-wash them to think that they are only way to be happy is spending money on brand name

and this is how they will reach happiness. They want for women to think in a materialistic, and

unrealistic level of “happiness.” They are implying that happiness can be bought with money.

In this second ad we are able to see an iPhone with a picture of a girl who is blonde, light

skin, skinny, high middle class, and looks confident. She is holding a black Michael Kors

handbag. In the middle of the picture there is a big white heart showing that they liked the

picture. There is a pair of black headphones connected to the iPhone. As well they are Michael

Kors. The phone is placed on top of a table next to a catalogue that has a purse on top covering

for the most part. The black handbag on top of the catalogue and the red handbag inside the

catalogue have similar material yet different style. The black handbag is a much smaller bag.

Also for what we are able to see is that is a small and elegant handbag. Is not the type that

women would wear daily. The red handbag is more is more bugger on size still elegant. the

difference is that this bag is more commonly use as an everyday bag. The reason being that the

bigger bag it fits more and women tend to carry more things on weekdays comprate to the

weekends. Is most likely that both of the purses belong to the same line. The only thing we are

able to see from the catalogue is small corner. In the corner we can see that there is a red purse

with the Michael Kors (MK) logo hanging. Also we can see the “EL KORS” from the name

Michael Kors. The colors they use in the ad are black and white. This creates more interesting

and attention grabber feeling to the viewer. Far in the back there is a box that they give when

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someone purchase of a Michael Kors product. What stand out the most in the ad is the picture in

the iPhone, and the bran Michael Kors.

This ad just like in the first advertisement ad shows that owning brand name products

will get people higher in the social ladder. People are willing to spend so much money on brands

so society will not turned them down. For example, the picture in the phone shows that the

women who posted the picture of her new Michael Kors purse has obtained over 4,000 likes on

Instagram (social media). This just keeps showing that brands matter and matter a lot to society.

This advertisement ad is obviously for younger women who like brand names, and who like to

be connected in social media. Also this type of women are looking for society’s approval in what

brand she uses. Even though the main point of this ad is to sell the brand and the new Michael

Kors purse collection just like the first ad they selling the social acceptance. People look for

society’s approval to because they want to feel and be superior do to the ability to afford

expensive luxuries.

Both of the ads use ethos and pathos to persuade women to purchase brand name

products. Ethos is used in the first and second advertisement ad in the same way. Only ad

number two is the one that actually shows words but is only the brand name. The brand Michael

Kors by itself has high and strong credibility more in the women's circle of fashion and style.

As well as both advertising ads use ethos they also use pathos. In the first ad they want to

make very appealing to women that they want and a need a new purse. They make women desire

things they do not need at all. Advertisement want to persuade the audience in this case women

that if they want to be happy they have to buy the Michael Kors purse or watch. This might not

be relevant to the ad but the caption of the ad says “Get ready to fall in love…” Even though this

caption is not part of the ad it connects because in the ad is showing romance between the

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couple. At the same time they are assuring that they going to fall in love. If they are already in

love then their significant other will be more affectionate. Selling a product through the image of

love and romance it definitely compels more to women and their thought of love and happiness.

In the second ad they exposing the social media acceptance. This is why the second ad is for

more young girls who like social media. This girls like to be popular in and out of social media.

Girls like this will most likely be immature and unsure what they doing. They only care how

many likes they get on Facebook, Instagram, twitter, etc. Both of the ads use pathos is different

compelling ways but at the same time they are both selling women social acceptance.

Acceptance could be from social media or their significant other. We as a society care more

about “who” we are wearing rather than the value of the person. We care too much because the

values that parents have inculcate us have being devalued do to luxuries, and money.

The context with this ads is very modern and sophisticated for the 21st century. In ad

number one is from the 2015 Michael Kors campaign. Is precise because they presenting love

and romance and it is what the present in the month of February and Valentine’s Day. The

second ad is from the 2014 Michael Kors campaign. People just want to show others that they

are able to afford expensive brands.This leads to class competition because no one wants to be

look down for not having or buying brand names. At the same time it shows that people are able

to spend two weeks’ worth of hard work depending on the job just to buy an expensive brand

product in order for society to define each individual. The ads impacts the women who are

targeted by this ads and brands there is a high chance that they will succeed. We cannot blame a

girl for waiting a fairytale and this why ads like this one’s succeed in their purpose. Most girls or

women have wanted a fairytale. Fairytale of a happy life, wealthy, perfect body, big house, nice

car, handsome husband, luxuries. Girls want the unrealistic “perfect life.” Even though it does

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not exist women still pursue it. The ads create this unrealistic lifestyle that hooks viewers and is

how they succeed with this type of advertisement. The advertisement marketing is now worth

billions of dollars and is because they brain-wash each individual to buy and/or desired material

things. We are letting society define us by falling for this type of advertisement.

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MICHAEL KORS AD #1 MICHAEL KORS A