VISUAL ANALYSIS LOGOS, ETHOS, PATHOS

Kenneth Cole is a prominent fashion designer who, since the 1980s, has produced ads geared toward raising social

awareness about controversial issues.

KENNETH COLE ADS

US Airways Flight 1549 was US Airways' scheduled domestic commercial passenger flight from LaGuardia Airport in New York City to Charlotte/Douglas International Airport, Charlotte, North Carolina. On January 15, 2009, the aircraft flying this route, an Airbus A320-214, was successfully ditched in the Hudson River adjacent to midtown Manhattan six minutes after takeoff from LaGuardia Airport after being disabled by striking a flock of Canada geese during its initial climb out. The incident became known as the "Miracle On The Hudson". (Wikipedia)

“WE ALL WALK IN DIFFERENT SHOES”

Kenneth Cole's "awareness" campaign believes that "we all

have a role in life, but only a few people dare to rewrite the

script."-- They celebrate the individuals "who have the

courage to redefine their roles and be true to themselves."

The shoes of a gay married couple

"Nina Poon, Transgender

Woman Loving Girlfriend,

makeup artist and illustrator"

“SONNY CABERWAL,

PRACTICING SIKH AND

ENTREPRENEUR SPEAKING OUT

AGAINST RACIAL PROFILING.”

North Carolina-born Duke University and

Georgetown Law graduate and owner of Tavalon Tea Bar in

New York City

YOUR ASSIGNMENT

http://www.kennethcole.com/content/popUp.jsp?page=archive&h=650&w=820

Visit the website above or the extra powerpoint posted for more Kenneth Cole ads. Choose 3

different visual ads: one that exemplifies logos, one pathos, and one ethos. Copy each one and include an

explanation of the ad (ie: SOAPSTone, language features) as well your justification for your categorization of logos, pathos, and ethos.

*Models follow, but those images are off-limits.

Cole’s first ad to raise awareness of AIDS in America sought to shatter the public silence about the threat and spread of the virus. Photographed by Annie Leibovitz, the ad ran gratis from March-December 1986 in 23 magazines across the country. Models went shoeless: Cole says he didn’t want to be accused of exploiting the issue.

This advertisement appeals to pathos, playing on the powerful human emotion that accompanies caring for a child. It is still an ad about AIDS, but aims to evoke an emotional reaction instead of a logical one. The black and white photo effect creates a sense of nostalgia, which connects the past to an ambiguous future. The fragmented caption also leads to an aura of uncertainty. The audience would want to secure the future of those children, and feel obligated to donate to the cause, and symbolically finish the sentence stated in the caption.

Student Model

In this ad, Kenneth Cole says the company has accomplished many things in its 20 years of existence, but it will not compare itself to great people like Mozart. As stated in the article, the company is not eager to “highlight what [it has] achieved,” but chooses “to pay tribute to what is truly amazing” in the world. This demonstrates the company’s humility and sincerity. However, the ad still demonstrates that Kenneth Cole is proud of its milestone by placing its product in the foreground.

Student Model