argument essay

To appeal to a group that holds quality photography in high esteem, the advertisers

at Nikon use National G eographic as a platform to associate themselves with a

document groundbreaking research, exotic journeys and cultural explorations, the ad

alloy

presentation, at first glimpse, resembles that of an article; however, when the reader

realizes that the photo is not a professional photo but one taken by the advertised camera,

the reader automatically associates the high-quality image with other photos in National

G eographic and, by extension, the level of adventure found in other articles. By giving

Nikon

photograph of a young man on a muddy bike pedaling rapidly towards a stunt ramp

mountain biking trip allows the potential camera buyer to envision himself enjoying a

National G eographic-worthy adventure that is all his own. By displaying the dirty, aged

shoes, dated socks, and mud-covered bike of the man in the photo extremely close to the

lens of the camera, the advertisement boasts its ability to withstand any type of adventure.

In a magazine where extreme environmental conditions are often the focuses of stories

and articles, the advertisers understand the importance of distinguishing their product

with a trait the audience values, such as durability. When the paragraph on the

comparable to that of the journalism in the publication, allows the consumer to be

reassured that its claims, like those in the magazine, are true and reliable. By connecting

its product to other images and ideals in the publication, Nikon advertisers convince the

reader that their product will allow them to achieve the highest caliber of photographic

excellence like that of National G eographic.

Though Nikon focuses heavily on the location and contextual fit of its

users to experience and capture their adventures with a camera as audacious as they are.

By targeting the emotions of the audience, Nikon fuels the desire to go out on an

the image in the advert

capture his adventures just as he experienced them. By phrasing its main focus as a

command, however, the reader is forced to imagine a scenario in his own life that he

product can satisfy. Essentially, the advertisers understand the psychological appeal of

adventure and exhilaration their audience craves, and they cater to those latent emotions

to awaken within them a need to get out, take their camera, and enjoy their experiences

National G eographic are naturally inclined to enjoy

new experiences, the advertisement successfully argues that the reader should be out

making his own adventures instead of simply reading about those of others. In addition to

triggering an emotional response, the ad also appeals to the desire of keeping up with the

ever-changing times by acknowledging the new technology in their product. Since

echnological

advances, as given by the nature of National G eographic

By asserting its position in being ready and worthy of accompanying to the

reader, Niko

dormant inside the readers of National G eographic. Instead of simply reading and seeing

the adventures in the magazine, Nikon inspires its audience to buy their product, get out,

and explore the world around them while capturing their glorious experiences. Through

allows the reader to picture himself where he wants to be, whether he is traversing the

tundra, diving in the ocean, or dirt biking in a forest. By placing their advertisement in a

magazine of proven photojournalism pioneers, Nikon establishes itself as the unparalleled