"Dorothy Gray Salons urge special attention for the three age-sign areas" is an advertisement that covers the cosmetics and skincare products by Dorothy Gray Salons. The products of Dorothy Gray Salons aimed at helping women by reducing the aging signs (Bennett, 2018). The advertisement, "Dorothy Gray Salons urge special attention for the three age-sign areas," focuses on attracting prospective customers' attention. The Dorothy Gray Salons' ad aimed to attract more women to buy beauty products that hide their aging areas. The ad covers three key aging areas in women, the eyes, nose, and throat. According to this advertisement, these three areas symbolize aging in women and Dorothy Gray Salons, who used them to attract their customers to buy its products. The ad focuses on selling; Dorothy Gray Salons Throat Cream, Dorothy Gray Salon Cold Cream, and Dorothy Gray Special Dry Skin Mixture of leaves. The ad shows the faces of two women, with glowing faces (Dorothy Gray Salons, 1938). The three labels, eyes, throat, and nose, are then discussed in the advertisement, with the cost of accessing the remedies described. Dorothy Gray Salons incorporates logos, pathos, and ethos throughout the advertisement to attract customers. Connectedly, this paper examines how this advertisement is rhetorically designed to win customers.
Words play a crucial role in this advert, with Dorothy Gray Salons using them to drive its audience into buying the products. The Dorothy Gray Salons addresses the three "age-sign" areas using logos, pathos, and ethos. In addressing the throat, the advertisement begins with pathos by triggering fear among the audience. The ad, "Dorothy Gray Salons urge special attention for the three age-sign areas," uses the statement, "Wrinkles warn you, don't delay" to trigger fear of aging among its audience. Dorothy Gray implies that people are getting on a dangerous path when they fail to use the product. According to the company, the presence of wrinkles is threatening, and the audience must use the throat cream to avoid aging. Age is a sensitive topic; hence when advertisement states that the "Throat Cream" causes a youthful look, the audience draws attention towards the product. Most people, especially women, want a young outlook; thus, the company intends to use the audience's love for a youthful outlook to gain customers. Dorothy Gray Salons presents the remedy to nose aging by using a nose cream with softening and cleansing qualities. In this case, the advertisement uses pathos to reach its audience, who have affection for cleansed and smooth skin tonnage. Dorothy Gray Salons also uses ethos by telling its audience how professional masters will teach them how to use their products (Dorothy Gray Salons, 1938).
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The advertisement, "Dorothy Gray Salons urge special attention for the three age-sign areas," contains various images that carry multiple rhetoric messages. The ad includes two images that show women with soft and tender skin complexion. Bandwagon advertising plays a crucial role in these two images, whereby the Dorothy Gray Salons shows the audience the positive outcomes of using its products (Dorothy Gray Salons, 1938). Women have affection for tender and soft skin; hence any woman viewing this advertisement will purchase the products of the company to develop a skin similar to that of the two women pictured in the advertisement. Just like words, these two images trigger emotions of beauty and fear of getting old. Therefore, women will purchase the product to achieve the results shown in the images after viewing the advertisement. In addressing the appearance brought by the products, scientific findings prove Dorothy Gray Salons' products are enriched with Vitamin D (Dorothy Gray Salons, 1938). The advertisement was intended to provide logical support for the use of the product by using the scientific composition of its products.
Hidden messages are also used in this advertisement to passing Dorothy Gray Salons' message of increased audience. At the right corner of the ad, Dorothy Gray Salons intentionally places a template advertising its salon courses, to show the company's expertise in the beauty and cosmetics industry (Dorothy Gray Salons 1938). The model, designed in the format of a book, invites audiences into her salon school. Logos are used in advertisements to provide logical support for the information presented. While this may not show actual proof like figures, graphs, or calculations, it affirms the audience that the product is credible and designed with expertise. Being able to open a salon school implies that Dorothy Gray Salons is highly professional in the cosmetics industry. The presence of logical support triggers any woman viewing this message to develop confidence in the product; hence they will purchase it over other brands. The provision of dates at the top of the right corner of the advertisement also serves to increase the credibility of the work (Dorothy Gray Salons, 1938). The ad indicates the date when it was designed, which serves as logical support. The date's section serves to affirm the relevance of the advertisement, with the audience wanting a newly developed product.
The advertisement uses black and white colors due to the available print media resources at the time of its production. However, the faces of the two women used are presented in glowing white colors, while the air is shown in black color (Dorothy Gray Salons, 1938). Using the white color in the face section drives the audience to buy a product that promises to glow their faces. Similarly, the black color used in the air affirms the positive results of healthy hair after using Dorothy Gray Salons' products.
In conclusion, Dorothy Gray Salons' advertisement incorporates the various elements of an ad and uses the rhetoric approach in addressing the audience. The company uses logos by presenting the credibility of the information presented in the advertisement. Additionally, Dorothy Gray Salons uses pathos to arouse emotions of fear for aging, thus making the audience buy the product. However, the ethical approach to the ad is used to little dimensions throughout the work. The advertisement successfully incorporates images, words, colors, and hidden messages to get an exemplary appeal to the company's audience.
References
Bennett, J. (2018). Dorothy Gray. Cosmetics and Skin. Retrieved from, https://cosmeticsandskin.com/companies/dorothy-gray.php#
Dorothy Gray Salons, (1938). Dorothy Gray Salons urge special attention for 3 “age-sign” areas. Repository Collections & Archives. Retrieved from, https://repository.duke.edu/dc/adaccess/BH1543
