Juicy Couture

According to Wikipedia, Juicy Couture is currently owned by the Liz Claiborne Fashion Company made in the U.S. Juicy Couture was previously owned and founded by Pamela Skaist-Levy and Gela Nash-Taylor in 1997 until it was bought by Liz Claiborne in 2010. It is now a global seller with their signature velour tracksuits and other fashions that expand from clothing, shoes, fragrance, sunglasses and many more. I picked this ad from a fashion blog online called FiveFiveFabulous by two sisters who share their personal experience of fashion, traveling and life. The ad shows a picture of a beautiful model wearing an expensive looking gown with designer shoes and luxurious accessories, in a Beverly Hills neighborhood. Based on what I observed, the social class is pitched on white women, particularly women with money, good jobs and/or a higher education level. These factors help the ad because consumers with money, especially women, who see the ad, will want to look like the woman in the ad; on the other hand, these factors hurt the ad because women who cannot afford the product, a beautiful dress, will move on and find something similar but at an affordable price. Overall, I believe this advertisement to be successful.

The ad shows a picture of a woman standing on a clean cut lawn wearing a beautiful maxi dress with designer shoes and fancy jewelry. Based on what I observe, the woman is in a Beverly Hills neighborhood with big house and neatly done landscape. There is a highs-end oldsmobile parked on the side of a wide road that is very clean. Along the sidewalk are tall palm trees that are almost ten feet spaced away from each other.

The main appeal in the Juicy Couture ad is pathos, which is driven by emotion and plays on the audience...

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...the advertisement, I would feel so glamorous; I would feel like I am somebody, So I think I would fall into a category of woman with a look of wealth and power. However, I could buy a similar dress from Forever21 and feel glamorous, but less likely would I feel like a woman with a look of wealth and power. Therefore, I would most likely go for a juicy couture product and feel like a real woman.

This Advertisement is a successful one because it addresses its target audience clearly as the message gets through to them. The ad is very effective as they make the model appear to be so perfect, that woman too want to look that way. The colors used are so attractive that it captures the attention of the audience. I would definitely consider buying the Juicy Couture dress for a formal occasion, over a dress from Forever21 because Juicy Couture has a better quality material.