The Rhetoric of PANDORA Jewelry
What woman would be pleased to see the same bracelet that
their husband just gave them for their birthday or anniversary on another
woman’s wrist in the grocery store? Wouldn’t you want gifts from your spouse to
be special and one of a kind? Pandora jewelry is just that and the rhetoric of all
of their advertisements announces it to one and all.
PANDORA’s
mission statement is “to offer women across the world a universe of high
quality, hand-finished, modern and genuine jewelry products at affordable
prices, thereby inspiring women to express their individuality.” They
effectively use rhetoric to reach their main target audience, which is
obviously women except they don’t limit it one country, instead they offer it
to women “across the world.” They
specifically take the time to go into detail in order to explain how unique and
wonderful their product is. They explain that it is very different from all
other brands of jewelry; this is true since it allows you to design your own
bracelet or other item of jewelry. The point of this is so that the chances of
there being two bracelets that are exactly alike are very slim. The purpose of
these statements is to build the ethos of the Pandora Company. The Pandora
brand name even has a crown placed above the “o,” which makes you think of high
class and royalty. Thus, they are basically saying that their jewelry is fit
for a queen or princess, so it is very special that it happens to be available
for all women who can simply afford it. They even call their products, “the
perfect gift for her.” Their slogan, “unforgettable moments, “ provides
customers with an even better understanding of their goal. They enable women to
create their own bracelets by picking each and every one of the charms that
goes on it, while each of the charms represents an important memory in their
lifetime.
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