Week 3, Blog 1 (RA)

Audience: French housewives in the 50s.

WATCO: buying a Vigorelli sewing machine ON looking sexy?

Claim: Buying a Vigorelli sewing machine is a practical and effective way to start looking sexy,

Reason: Because using a Vigorelli sewing machine helps you have gorgeous, cost-effective clothes.

IA: whatever helps you have gorgeous, cost-effective clothes is a practical and effective way to start looking sexy.

Ethos: The gorgeous and obviously extremely talented woman appeals to all wives who are trying to please their husbands and be “practical” at the same time.

Pathos: Vigorelli was obviously a very credible sewing machine name.

Logos: It is logical to sew your own clothes and save money if you can still look as beautiful as this woman!

This picture was probably quite effective when considering its target audience. In the 1950s, it was most important to women to be beautiful and talented housewives who were graceful and efficient in running their homes. They saw no higher obligation than to care for their husbands the best that they could, which included looking attractive to them. This ad is in contrast with the women of the world now, who most likely don’t even know how to use a sewing machine, much less be inspired to buy one and gracefully try to sew beautiful clothing. The art is very argumentative because it presents solid and valid material for the targeted audience.