Visual Communication is one of the main influences of society. Today, advertisements predominately use visual communication to persuade consumers to buy certain products and brands. Because of the huge increase of consumer culture, it is essential to analyze and understand the persuasion tactics advertisements use to influence consumers. The purpose of my study is to examine two different fashion brands with a similar consumer target group and compare the persuasion tactics used in the video advertisements that impacts the decision making process of the consumer. With the use of textual analysis, I hoped to gain a better understanding of the advertising industry and its role in consumer culture. Specifically, I analyzed the fashion brands Chanel and Dior and looked at one video advertisement to represent each brand. The four themes discussed in my study were the advertisements use of setting, color, objectification, and woman to persuade to consumers. Overall, I found that these advertisements use similar methods to communicate the ideal woman, but communicate different views on what makes the ideal woman.


Atay, Ahmet


Communication Studies


Visual Studies


advertisement, fashion

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



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