CARRERA AD

CARRERA AD

Carrera is a trademark that designs and produces sunglasses and sports eyewear. Founded in Austria in 1956, it now operates from Padova, Italy all around the world.

This very famous brand is known for its idiosyncratic advertisement like this one that is composed of three main components : A charismatic woman, A catchy slogan and specifically chosen black and white colours.

The pictorial element portrays an attractive woman who seems extremely astonished and happily surprised as she is wearing a flip-side Carrera sunglasses which seems that is it the first time she is trying them.

The ad is using the Pathos technique trying to appeal to the audience emotion by showing the excited woman who is trying the Carrera sun glasses.

The text is written in Grey asking a rhetorical question to the audience “ See what I mean ? “ In this sense the slogan generates confidence making the audience truly attracted to the idea of wearing sun glasses to some people and even try them for the first time to others.

The ad seem to be using only boring bold black and white colours, but in fact they are specifically chosen and examined for this ad.

These two colours contradict each others as on one hand the black colour is associated with sadness and depression while on the other hand the white colour is associated to purity new beginning and elegance ..

The ad is using the Pathos technique trying to appeal to the audience emotions and seduce their personalities with the illusion of sophistication and  an attractive implication towards glamour with the suggestion that the Carrera sunglasses are what you need to discover a new world.

To summarize, the ad used mainly the Pathos technique to make appeal to the audience via the very well examined figure, choice of colours and the slogan.

If I were the advertiser I would suggest the use of a famous celebrity instead of an unknown person.

Mohamed Slim Deguiche 3 anglais appliqué groupe 2

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