Pandora Ad Analysis Essay

The message of colors
Pandora is a famous retail chain store dealing in jewelry and delicate trinkets. The ad published by Pandora to promote their sales featured a collaboration with the breast cancer funding organization titled Susan G Kormen. A beautiful bracelet stretches out across the ad with the breast cancer logo charms. It is an attractive and eye catching piece because of the shiny polished alternate gold and silver surfaces and pink stones lined around the charms and links occasionally. The ad has several pieces of text on the right hand side. One of them says, “The right gift for you, for the cure”. This message is shown in large and bold letters with a piece of text underneath explaining the reason for promoting the purchase
After the denotations and connotation, we follow a continuous cycle of decoding meanings and using language to convey them to others. The signs and languages have no natural bond to the subject. It is the organization and classifications we create in our minds that bring about a relationship between them. However, in accordance to Foucault’s theories, language has power to produce knowledge by the discourse process. It governs the meaningful discussion of a topic. In this Pandora ad, the breast cancer logos denotes the simple message that signifies the tribute to that particular disease but our connotations can help us recognize how the ad is skillfully utilizing the sympathy and fear women have for the breast cancer epidemic that targets the female population to promote hefty sales. The words and images in the ad construct a belief about how our purchases can be put to charitable events. It builds the meaning through three approaches; The pink background and breast cancer logo charms; the text summarizing the purpose of the purchase and a Susan G Kormen logo to signify their collaboration; an exciting offer for a free pink tote bag with a
This is shown in the picture of the bag with the bold caption saying “free gift with any Pandora purchase of $150 or more”. The ad may be exhausting all possible benefits of doing business with their company with this offer. Also, it may be targeted for customers who like to receive credit for their work in this case being donations and therefore a pink tote bag is the reward they can display proudly that can also help them show their support for breast cancer victims and survivors. The ad is still connecting the disease to the reward because the tote bag is pink in color. It also suggests that Pandora is focused on the cause and they will try and raise their $100,000 goals in any way possible to benefit both parties; consumers and victims. However, there may be concerns raised about human nature when viewing the ad due to the tempting worldly approach it uses.
The Pandora ad uses so many aspects to convince their viewers to make a purchase for a good cause. Could it entail the materialistic mindsets we carry in this modern society? Does something as simple as helping people save lives have to be enforced with accessories and gifts? Are we so self-centered that we only make an effort to do something beneficial if we get something in return? Maybe Pandora’s ad can be a starting point for us to view our corrupted hearts and