Media Analysis Project - Final Paper

The Use of Websites in Business Promotion

I. Introduction

The use of websites for commercial purposes has benefit many organizations. This paper will use the six perspectives to show how Kendra Scott Inc. has used visual elements and cues on their website to capture viewers into doing business with them.

II. Body

A. Personal perspective

· The arrangement of items on the website of Kendra Scott Inc. is so captivating such that one cannot resist the urge to navigate futher.

· The use of captivating images of their jewelry, for instance, the yellow earrings, by Kendra Scott Inc. captures the attention of a viewer at first sight.

· The interest developed by the viewer leads them to view more products and afterward are able to identify a piece they like.

B. Historical Perspective

· The Kendra Scott Opening photo seems to have been taken during the fall season to create a trendy fall look.

· The Kendra Scott style that is portrayed on the opening page is of a trendy fall look of a everyday professional woman

C. Technical Perspective

· Use of several links below the main links to direct viewers to what they would like to view increases the ease of navigation.

· Kendra Scott Inc. has been using the phrase “free ground shipping and returns” on its site. This keeps reminding existing clients on their terms and motivates new viewers into becoming clients.

· Kendra Scott Inc. has several links below the main links to direct customers to what they would like to view; for example under “your order,” there are “order status,” “gift cards” and “shipping and returns.”

· The arrangement of the links to various destinations on a webpage eases navigation thus keeping a viewer yearning to look further into the content of a website (Altheide & Schneider , 2013). 

D. Ethical Perspective

· Privacy of consumer data is key when it comes to the digital world

· Kendra Scott Inc. ensures ethical practices by warning their consumers especially those viewing using cell phones on the use of cookies by their site to store data.

E. Cultural Perspective

· Kendra Scott Inc.uses promoters of different ethnic backgrounds for their products on their website. For example, there are two ladies, one Native American origin and the other one is Latino.

· According to Sommier, (2014) this helps gives viewers of different backgrounds a sense of representation and entices them to do business with Kendra Scott INC .

F. Critical Perspctive

· Thus, an image talks a lot on its own before the explanation by words follows (Kellner, 2000).

· Kendra Scott Inc. uses a lot of images on their websites homepage. This captures the attention of viewers into knowing more, which is explained by words.

III. Conclusion

Basically, Kendra Scott Inc. has used all the six perspectives to capture viewers into doing business with them. The ease with which they navigate in the site make them like Kendra products more than they would have.

References

Altheide, D. L., & Schneider, C. J. (2013). Qualitative media analysis. Los Angeles: Sage Publications

Kellner, D. (2000). Media Culture. Critical Perspectives on Visual Imagery in Media and Cyberculture. London and New York: Routledge.

Sommier, M. (2014). The Concept of culture in media studies: A critical review of academic literature. French Journal of media studies. Retrieved 30 July 2017 from https://inmedia.revues.org/768

Ward, S. (2013). Global media ethics : problems and perspectives. Chichester, West Sussex, UK: Wiley-Blackwell.

THESIS clearly stated	40/40
Thorough analysis using 6 perspectives	37/40
Logical organization per sample outline	10/10
Sources support thesis	10/10
TOTAL	97/100

 

Quanteasa,

Nice work! This was a great media choice!

A few suggestions:

 

1. Use the feedback above for more development.

2. Some of your perspectives need a bit more development. See specific suggestion/comments under each section of the outline above.

3. Suggestion: In order to provide clarity, use headings for each perspective when you write the Rough/Final Paper. (Review the OUTLINE & THESIS TEMPLATE and the Week 7 live session for more details.

 

Overall, I am quite pleased with your hard work! I look forward to reading your final MAP Project! Please contact me with any questions: [email protected] or 920-319-5613 --- April Ray

�This is a wonderfully relevant and focused thesis statement. Excellent work!

�The arrangement is using Gestalt theory from Ch 3 and Week 2. Be sure to analyze that arrangement formatting and how that draws website users eyes.

Excellent. What if it was not there? How would it change perceptions?

�What technological visual cues do you SEE ---Find a SPECIFIC VISUAL EXAMPLE that demonstrates/proves when this media was made (ex: drop down menus, active links, social media icons, animation or moving images,etc.) Check “Chapter 6: Visual Analysis” etextbook reading. You can also check the MAP video tutorials and the ARCHIVE Live session –Week 4.

 

�

Excellent. That arrangement is Gestalt or due to color and lines, balance and contrast. Shapes? Those are good to analyze (ch. 2 and 3 and Weeks 1 and 2 content)

What if it was not there? How would it change perceptions?

�This needs to be a visual element. Do you see any visual elements that could be considered ethical? Images that are altered or not realistic and adapted to make people look more beautiful to sell more products?

Be sure to include the ETHICAL PHILOSOPHY being used in the FINAL MAP paper; this will allow you to complete your visual analysis properly. (No points deducted on outline, but will be on FINAL MAP PAPER). See Week 5 Live Class session and Chapter 6)

�Good start!

I also see the: wealthy culture, the beauty culture, the female emotional buyer culture, the jewelry-lover culture, the American culture, etc. What about analyzing these cultures? Take a look at how the images appear: how are people dressed, what “things” are pictured in this particular media choice, what things are seen that are familiar to these cultures. What are the rooms or space filled with, and how do other physical elements tell the visual story about this these cultures? 

�Be sure to also address: What insight have you gained regarding the use of VISUAL ELEMENTS to tell the story or convey a message to the viewers? Were you able to apply the theories from Week 2 or the Visual Cue analysis from Week 1 at all? What if they had used completely different visual elements; would it have effectively reached the targeted audience? How does this tie into or prove your thesis statement?

�These 4 sources here approved.