Laura Wewers Every kiss begins with Kay

I chose the ever famous advertisement for Kay Jewelers.  In this ad, Kay Jewelers demonstrates to the public that their jewelry and diamonds show true love and begin a kiss. The popular phrase ‘every kiss begins with Kay’, draws the attention of the audience with the catchy tune and links Kays jewelers to this phrase. This ad is one of the popular ads seen on billboards and other areas of advertisement, but every time this ad is seen, it appeals to not only the logical side of things but the emotional side as well. 

This ad uses an illustration by depicting in the photo that Kay’s jewelry could positively impact an individuals relationship.  This ad also uses cause and effect by showing that a kiss is the benefit of purchasing Kay’s products.  If a man purchases one of Kay’s pieces of jewelry the effect will be a very appealing kiss. This cause and effect is appealing to both sexes; the woman wants to own such beautiful diamonds and the man wants to reap the benefits of purchasing such a gift.

This ad uses many rhetorical strategies.  The ad uses logos by showcasing a couple who shared a kiss after the received gift.  The logic in buying a piece of jewelry for a loved one and experiencing the moment in the photo is probable.  The ad also uses pathos and appeals to the emotion.  By just looking at this ad, ones heart is tugged on in knowing that there is a happy couple out there somewhere all because of that piece of Kay’s jewelry.  This ad uses pathos in appealing to the individual’s emotions by making him or her want that happy moment with his or her significant other.  Kay Jewelers also uses ethos in the company phrase ‘every kiss begins with Kay’.  This phrase is the epitome of what Kays Jewelers strands for and embodies.  When the phrase is spoken or sung, the individual automatically thinks of Kay Jewelers.