Matt Dornemann Illustration Paper #5 12/3/12 In Persuasion and Influence in American Life chapter ten Advertizing as Persuasion in the

section titled: Common Advertising Appeals authors Gary C. Woodward Robert E. Denton, Jr. illustrate common techniques of advertizing appeals that are often fond in weekly or monthly newspapers and magazines. An example of one of these advertizing appeals is isolation. Appeals that use the technique of isolation play on the common fear of loneliness; the ads imply that that using or buying a specific product will increase ones popularity, providing the user with endless friendship while associating them with the elite crowd that uses said product. A specific example of this would be the attached Ralph Lauren ad featured in a Cosmopolitan magazine for the Big Pony Fragrance for Women. The ad depicts a few gorgeous female models strutting in a field, wearing Ralph Lauren from head to toe, playing polo and flirting with equally attractive male models. The ad implies that by wearing this perfume you could become more popular, like the elite and admired polo club, and thus avoid isolation via the ads implied popularity.