American Express Advertisement A Semiotic Analysis
- This is a preview of the essay.
To view the full text you must login!
American Express Advertisement: A Semiotic Analysis
Advertisements control exactly how a certain product or service is perceived in the eyes of the consumer. The American Express company uses many well thought out techniques and elements to persuade consumers to choose their credit cards. The advertisement for the American Express "Small Business Services" portrays many advertising techniques to evoke a sense of successfulness. Such techniques include depicting a stereotypical image of success through the incorporation of an appealing character, the use of convincing text and catchy slogans.
The advertisement for the American Express "Small Business Services" is immediately appealing to a consumer. The advertisement projects the picture of a successful environment with the woman in the advertisement displayed immaculately dressed, with her hair professionally styled and her makeup flawless. Upon observation, a consumer would see that the woman, who is listed as a "Small Business Services User", is the epitome of corporate success. The image depicts the woman in an environment that one would assume, judging by the spools of thread, rolls of fabric, patterns laid across the table and mannequins in the backdrop, to be the design studio for a prosperous fashion company. The well-organized surroundings, along with the elegant outfits displayed on the mannequins reinforce the image of success. Coupled with the aesthetic references towards success, the woman's position in the image also conveys achievement...