INTENDED AUDIENCE: Readers of the business section of the New York Times readers, mainly middle to upper class businesspeople
Note: These are photos of the photocopy of the orginal advertisement. Since the whole advertisement was too long to fit onto one page, I had to distribute it over two pages. The first photo shows the top of the advertisement, and the second photo shows the bottom half.
It persuades readers to open a Chase checking account by using cultural myths, cultural parables, and cultural images.
Larson (2010) states that cultural images and myths are "real or imagined narratives that illustrate a society's values" (p. 254). The cultural myth that this advertisment uses is The Possibility of Success. This myth reflects our hope in the American dream of success. This advertisement promises that opening a Chase account helps you "effectively manage your business."
Robert Reich developed culural parables which teach lessons through "metaphor, (that) may be a basic human trait, a universal characteristic of our intermittently rational, deeply emotional, and meaning-seeking species" (Larson, 2010, p. 241). This advertisement reflects the cultural parable of The Triumphant Individual. The business-owning woman in the advertisement is smart and confident and has most likely overcome great obstacles to get where she is today.
This advertisement uses image to persuade its audience. The two images in this advertisement are expertise and dyanamism. Chase is a well-known bank and therefore has expertise in the area of banking. The woman in the advertisement (who is representing Chase as well as consumers) exhibits dynamism, "the degree to which the audience admires and identifies with the source's attractiveness, power, forcefulness, and energy" (Larson, 2010, p. 248). The consumer is attracted to the woman's power as she stands next to her business's sign.
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