Many product images and icons with
the color combinations red, white and black have been constructed throughout
modern history: The Target bulls-eye, Coca-Cola and Wisconsin’s Bucky Badger
are just a few examples. The Rhetoric of
Black, White and Red illustrates the common use of these colors in
advertising, depicting the cultural and emotional connections that they convey. Target’s
commercials routinely employ the use of red and white, or red, white and black.
Each of these colors is visually appealing on its own, but together the use is
quite striking. The images shown are often lively, energetic and engaging. The
viewer knows it is a commercial but is pulled in by the bold use of color and quality
editing. Sometimes the spots do not even feature the items that they sell in
store; instead they are selling the lifestyle, culture and pathos of the Target
brand.
According to
Caivano and Lopez, “the aim is that the receptor performs an action (to make or
stop making something, to think or buy something)” (2003). For Target, this
message is often introduced in television commercials, continued through mail
advertising, and bridged via the company’s website. The message is completely
realized at the store level, where the receptor aka “guest” in Target
terminology, has chosen to walk into the red and white world of trying and
buying. The color triad can finally engage the guest to the fullest. It is here
that the guest will read signage in black text on white backgrounds,
complemented by red bulls-eyes. It is a world made simple by these colors.
The following
video clip on Youtube.com illustrates the common triad of red, white and black.
This artistic commercial features professional dancers moving in Target colors
and shapes. It is an elegant and aspirational look for the brand. Notice that
there are no featured items to buy, just imagery. This lets the receptor/guest
enjoy the brand without any pressure to buy. It is a Target kaleidoscope for the senses.
Link to Video
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