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Ghalya Al-kaabi
ENGL 104
21st June 2023
Dr. Anne Schmalstig

"Wayfair – Go Your Own Wayfair - Escape The Catalogue"

The video "Wayfair – Go Your Own Wayfair - Escape The Catalogue" employs visual and

rhetorical strategies to convey its message effectively. This visual analysis aims to explore the

design choices made by the creator/editor to put forward a specific idea about Wayfair's unique

shopping experience and evaluate the video's effectiveness in conveying this idea.

The Rhetorical Situation:

The video targets consumers seeking a personalized and alternative shopping experience,

positioning Wayfair as a solution. It aims to showcase Wayfair's credibility, generate emotional

connections, and present a logical appeal by highlighting the drawbacks of catalog shopping.

Rhetorical Appeals:

Ethos: The video establishes Wayfair's credibility by showcasing a wide range of products and

customization options. This builds trust in the brand's expertise and reliability.

Pathos: Pathos is the most prominent appeal, evoking emotional responses through energetic

music, captivating visuals, and the concept of breaking free from catalog shopping. It generates

excitement, adventure, and empowerment.

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Ghalya Al-kaabi
ENGL 104
21st June 2023
Dr. Anne Schmalstig

Logos: The video appeals to logos by highlighting the limitations of catalog shopping and

presenting Wayfair's online platform as a logical solution, emphasizing the benefits and

practicality of choosing Wayfair.

Visual Analysis:

Music: The video features upbeat and lively music that complements the energetic and liberating

atmosphere. It creates a positive emotional connection, evokes enthusiasm, and enhances the

overall energy of the video.

Lighting: Vibrant and bright lighting is used, creating an inviting and visually appealing

ambiance. The well-lit scenes highlight the products and contribute to a positive and welcoming

mood.

Camera Angles: The video employs various camera angles to provide different perspectives.

Close-up shots focus on product details, emphasizing quality and design. Wide shots showcase

spaciousness and freedom of movement, fostering a sense of exploration and engagement.

Transitions: The transitions between shots are seamless and fluid, utilizing cuts or fades. These

transitions maintain the video's energetic pace, ensuring a smooth flow of visuals and keeping

viewers engaged. They also connect different scenes and showcase the range of Wayfair's

products.
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Ghalya Al-kaabi
ENGL 104
21st June 2023
Dr. Anne Schmalstig

Interpretation:

The creator/editor strategically designed the video to convey the idea of Wayfair as a unique and

personalized shopping experience. The combination of energetic music, vibrant lighting, varied

camera angles, and seamless transitions creates an immersive and dynamic visual experience. By

evoking positive emotions, emphasizing customization, and highlighting the limitations of

catalog shopping, the video effectively captures viewers' attention, fosters a sense of liberation,

and positions Wayfair as an appealing alternative.

Effectiveness:

The video effectively conveys Wayfair's brand message by engaging the audience through

emotional appeal, visual aesthetics, and credible product representation. The use of pathos

captures viewers' attention and creates a desire to explore Wayfair's offerings. The video's visual

and rhetorical strategies work in harmony to convey the intended idea of breaking free from

traditional catalog shopping, positioning Wayfair as a reliable and innovative option.

Through the skillful use of visual and rhetorical strategies, the video "Wayfair – Go Your Own

Wayfair - Escape The Catalogue" effectively communicates Wayfair's unique shopping

experience. The creator/editor's design choices, including music, lighting, camera angles, and

transitions, contribute to a captivating and persuasive visual narrative. The video successfully

conveys the idea of Wayfair as an alternative to catalog shopping and engages the audience
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Ghalya Al-kaabi
ENGL 104
21st June 2023
Dr. Anne Schmalstig
through emotional connections, establishing Wayfair's credibility and inspiring viewers to

explore the brand further.