In the world today, not only is it easier and faster to mail a letter or a bill, but it is also the same for shipping packages. There are plenty of different companies, such as FedEx, UPS, DHL, etc., that say they offer the "most convenient" and "the best" service but are always competing with each other for the most customers. Commercials play a key part in gaining customers, whether through humor, heartfelt, or personal connections. However images are also important to helping a company gain more customers; even the most simplest images can reveal the most about a company to its customers.
FedEx is well known for its straightforwardness in their advertisement images: as seen in one of the most recent images above. Through this image, the company without a doubt communicates the goals of their service to the customers. Firstly, displayed in the image are hands of two people who are passing a vase effortlessly to each other through the FedEx box. This represents an important goal of FedEx's service: to make the customer's shipping experience facile. In a busy world today people do not have the time to spend hours with the process of sending a simple package. With this depiction through the image, FedEx easily attracts more customers to their service.
FedEx used pathos through this image as well. One can see that the object being shipping is a vase that looks delicate and special, might be a vase passed down through generations, enhancing the special quality of it. Notice the way the two people people are holding the vase: with both hands having a good and careful grip of it. This really communicates to the viewers that FedEx handles their objects with care, and makes it their job to prevent any damage, definitely drawing in more customers. Through these definite rhetorical decisions made by the FedEx advertisement designers, the company is able to gain more customers each and every day.
Image Source:http://www.coloribus.com/adsarchive/outdoor/fedex-express-vase-12992155/
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