CO300 Journal 12

Producers

Visual Rhetoric Part 1

Appeals

Visual Rhetoric Part 2

Visual Rhetoric Part 3

Visual Rhetoric Part 4

Visual Rhetoric Part 5

Purpose

Audience

This ad's goal is to entice people to watch Taylor Swift's Eras Tour movie in theaters, so they can sell movie tickets and make a profit on this product. This ad is centered on the image, which is meant to inspire consumers who admire Taylor, while it endorses her reputation of being cool and untouchable.

Purpose/Subject

The audience of this ad is primarily white, heterosexual, young girls, likely between the ages of five and twenty-five, who are fans of Taylor Swift. Specifically, it also targets people who feel that they missed out by not attending an Eras Tour concert, which became a global phenomenon and went viral. The values which this ad promotes include entertainment, but also attractiveness, perfection, and confidence, since many of Taylor Swift’s fans wish they could be like her. The ad primarily conveys these values through the image. This ad was not featured in a magazine, but was promoted on social media, YouTube, and other online platforms. Still, it appropriately communicates these values and attracts its audience, which is proved by the fact that the movie was a success.

Audience

This ad primarily appeals to pathos, yet there is also a secondary appeal of ethos. Regarding pathos, the ad seeks to inspire curiosity and excitement, so that viewers want to buy tickets to see the movie. Taylor Swift generally sells based on pathos, as her songs are emotional and thus evoke emotion in her audience as well. As for ethos, the ad entirely focuses on Taylor Swift, who is an expert on entertainment. This ad depends on her reputation and brand as a charismatic individual to bring in customers. These appeals are effective and ethical, because although they are motivated by profit, they do not harm anyone or a promote problematic message. Overall, the movie that this ad promotes brings people entertainment and temporary happiness.

Appeals

This ad was made by one of Taylor Swift’s companies, Taylor Swift Productions, which creates her movies and documentaries. It is difficult to find a website specifically about Taylor Swift Productions, since her main website is so crowded with information and advertisements and does not highlight Taylor Swift Productions. However, I did find that it was launched in 2018 in collaboration with Universal Music Group. Taylor Swift Production’s purpose is to promote Taylor Swift and make money off her movies. It had a positive reputation among her fans, while anti-fans typically avoid the content.

Producers

This ad is meant to be eye-catching, a teaser which causes the audience to want to witness the full performance by purchasing tickets and watching the movie. The image is a photo from her performance, offering a glimpse of the extravagance of the show. By evoking “fear of missing out” among the audience, while simultaneously inspiring them and getting them excited to watch the movie, it effectively sells its product.

Visual Rhetoric Part 1

Visual Presentation

The font is black, bold, and all-caps, while Taylor Swift’s name is largest, which emphasizes her confidence and large branding. It demonstrates her persona as a bold and charismatic performer. Interestingly, the words are not in the center of the page, but in the lower half, while the space above it is empty but for the background tones.

Visual Rhetoric Part 2

Font

The colors in this ad are primarily warm and soft, almost pastel shades. It creates a welcoming, aesthetic vibe. These colors are also associated with Taylor Swift’s “Lover” album, which is how she also opens the concert, so fans recognize these colors. These colors are emotional and evocative, which connects with the content of her songs.

Visual Rhetoric Part 3

Colors

The background is hushed but warm, while the image is focused on Taylor, who pops out in the foreground in her sharper, bright sequined outfit. She is the sole figure in the image, drawing the eye immediately to her; even the words are secondary to her image.

Visual Rhetoric Part 4

Image

The camera is slightly below Taylor, making her appear larger than life, a role model and an icon who the audience looks up to. Further, Taylor is not looking at the camera, but is looking to the side, over her shoulder, implying that there is more to see, and that she is living in her own world, independent of outside influence.

Visual Rhetoric Part 5

Composition