Kindle Ad Analysis Essay

Kindle by Amazon

Referring to the warning in the advertisement “children exposed to reading may become curious, independent or even develop an imagination full of wonder. In some cases children may get lost in a book, reading quietly for hours. Do not operate heavy machinery while reading,” Kindle by Amazon promises mothers and fathers that kids will become consumed in reading. I found this ad in the magazine US Weekly, which “started in 1977 and engages 50 million young, high income consumers with the most timely and current entertainment news, style, beauty and fitness/nutrition content, all through the lens of celebrity.” (1) Kindle by amazon started in 2007 and caters to lower, middle, and upper class since Kindle ranges from 79$ to 200$ with payment plans. It offers so many positive points, for example; reads like paper because it has an anti-glare screen, weighs less than 6 ounces,

offers up to one month battery life on a single charge, it can download a book in 60 seconds and hold over 1000 books, as well as so many more positives.
Logos appeal to reason and evidence. First, is the word Kindle on the top left. Kindle has been a reliable brand since 2007 and has catered to people of all race and age. Second, is the word Amazon on the bottom right, which is a very reliable company that was founded in 1994 and has been going strong ever since.
Ethos appeal to credibility. I was impressed with the use of ethos in this ad because it isn’t like your typical advertisement that uses sex, big names, or the latest trends to try and sell you the product. With this ad you really have to dig deep to see what it is trying to sell you. The ad deeply relies on the reputation of the brand, as well as the recognition of the company. Because amazon is such a widely known company people are more likely to stop and really look at the advertisement.
Pathos appeal has an emotional appeal. At first when looking at this ad we think the Asian boy is sad and depressed, but after reading the warning label, we realize that we are bothering him in his reading. In the warning label, it reads: “Children exposed to reading may become curious, independent or even develop an imagination full of wonder.” This message caters to mothers or fathers who wish to have their children read more, or even at all. Vincent Van Gogh once said “Let's not forget that the little emotions are the great captains of our lives, and we obey them without realizing it.” The big bright yellow warning sign draws us in, which is a brilliant strategy to get the consumers to look at the ad and read the warning label.
I found this ad to be very interesting and captivating.

It isn’t every day that you see black and white advertisements. And because of how rare they are that is what captivates us. The color psychology behind the ad is also very clever. “Gray conforms - it is conventional, dependable and practical. It is a color of maturity and responsibility. White is color at its most complete and pure, the color of perfection. The color meaning of white is purity, innocence, wholeness and completion. Black is the color of the hidden, the secretive and the unknown, creating an air of mystery. Blue is peaceful, tranquil, and causes the body to produce calming chemicals. Blue is trust, dependable and strength. Blue relates to one-to-one communication. Yellow is an attention getter. It is an optimistic color, and signifies clarity and warmth. It is the color which resonates with the left or logic side of the brain stimulating our mental faculties and creating mental agility and perception.” (2) Color psychology relates to persuasion and is one of the most interesting/important aspects of

marketing.
According to Forbes magazine, the four key elements in a great ad are “1. A disruptive and relevant visual; 2. A strong brand identification; 3. A brilliant headline; and 4. That something else”. (3) This ad shocks us and confuses us with its visual, Kindle is a world wide known brand, it consists of 2 clever headlines, and definitely gives us that “something else” feel. If ads were judged based on these 4 elements then this ad would knock it right out of the park.