An Extension Of Persuasion

An Extension of Persuasion

A beautiful, blonde and pink clad Jessica Simpson graces the cover of the March issue of ELLE magazine. Inside, it comes as no surprise to see several ads featuring Simpson: one promoting her new line of accessories, one for her shoe line and one more which caught my eye more so than the others. The ad features not one, not two but three picture perfect clones of Simpson, clad in a preppy, classic and tasteful mix of white and soft green ensembles, accompanied by her hairdresser Ken Paves and her ever present Maltipoo Daisy. The ad is for Simpson and Paves" new line of hair extensions for the HairUWear company. Simpson and her famous tresses are featured in three different styles, offering a sort of three step process for paparazzi worthy hair. In the first, Paves is seated with Daisy on his lap and Simpson behind him, both share blank, somewhat confused stares. In the second, Simpson is seated, attaching blonde extensions to a third version of herself, who looks slightly impatient yet satisfied. The three step process is illustrated by Simpson"s body language, along with her various hairstyles. In the first version her hair is short and wavy, in the second her hair is pulled back into a large bun and in the third it is in the process of becoming long and layered. The first text that is shown features the product along with Simpson and Paves" names. The slogan at the bottom of the ad reads "Change your hair as often as you change your mind."   This ad plays on the culture of the fashion and celebrity obsessed ELLE readers by selecting a source to promote their product that connects with this demographic and also by offering a quick solution to something the viewer is dissatisfied with. Using Chapter One,
Persuasion in Contemporary Society, I will discuss how this ad uses a culture and language to promote the product. In Chapter Nine, The Persuasiveness of the Source, I will illustrate how this ad is successful in persuading viewers...