Dressed to Persuade: Seeing Red

Date
2016-11-10
Authors
Moretz, Colleen
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Abstract

Color is ubiquitous (Singh, 2006) and it is a form of non-verbal communication. Color affects people psychologically. It can evoke feelings and memories. Color can provoke a positive or a negative reaction depending on its context and on the individual's personal perception. Advertisers capitalize on their intended audience's emotions, arousing reactions, and swaying their thinking through the use of color, profiting from successful color communication. The red gown was commissioned for an ad campaign to be featured in a holiday issue of a magazine, on the side of buses, and on bus shelters. The model in the dress was to be the focal point of the ad and the dress needed to portray class, sophistication, and glamour. The client's main specification for the dress was that it needed to be red. Red is a powerful color, it can communicate adventure, excitement, convey confidence, and represent beauty.

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