UNILO: An Analysis Of Heattech Innerwear

This is a 30-second video clip from the clothing brand, UNIQLO. This short advertisement basically acts as an introduction to their product Heattech innerwear. It is originated by Japan but the introdcution seems to be only found on the social media of the USA branch. It was first published on Facebook page then on the youtube channel as well. So the target audience may well be Americans who are new to UNIQLO since it landed in USA in 2005 but only struggled to find fame these days. So in this analysis, it will discuss how this short video clip successfully build connection with the audience through the composition of visual and textual elements.

The textual element is presented through the voice over in the video. It is a soft voice from a woman
It immediately sets an emotional selling proposition, not just because of the motherly voice that the audience are reminded of, but also because of the rhetorical question that somehow gets audience to think. The voice continues with following up questions like ‘What kind of cold? Can an extra T-shirt makes you happy?’ and emotional triggers keep bringing in to the audience who are properly new to Heattech and want to know more about it. So the statement ‘Being warm makes you happy and being happy makes you warm’ after three opening questions immediately create a sense of belonging. It brings out the idea of warmth to the audience especially when the video is set in the winter and winter is definitely coming. It then carries on with questions again ‘But what if today needs something more? Can you dress for comfort too?’ and then puts forward another statement ‘Heattech Innerwear made to keep you more than warm’. It first defines the trend-setting by telling the audience that ‘today needs something more’. Instead of giving away what is the