Cozy & Calm
Who created this message?
These ads are posted by the company Cozy Earth. They are not sold in stores, only on the internet. I am assuming they have an in-house marketing team that posting their products.
What creative techniques are used to attract my attention?
Starting with the name of the company, they are marketing their product as "cozy". Cozy Earth makes all of their ads look as if your life will be clean, organized and calm if you buy their product. All of the ads show very high end homes which are decorated in muted calming colors. They are exceptionally organized and tidy. All the women in the pictures look clean, well rested and as if they don't have a care in the world. The name Cozy Earth makes it seem as if the product is in some way eco-friendly. This company was on "Oprah's Favorite Things" list for a few years running. By marketing that Oprah loves their product, they are getting the attention of many, including me. They also have a 90 day money back guarantee and a 10 year warranty.
How might different people interpret this message differently than me?
I think these ads could be off-putting to many. They are marketing to wealthy white people. I had to sift through the website to find a person of color. All the pop up ads were white women with zen looks on their faces. These ads could be interpreted that these products are not made for the common folk, only the wealthy.
What viewpoints or world views are included or left out of this message?
These ads are missing the marketing to anybody other than wealthy white people. There are very few people from the BIPOC community represented on the website. The rooms portrayed in the ads all look like they are from high-end homes or vacation escapes.
Why is this message being sent?
These ads make it seem like buying these sheets will bring a sense of calm happiness. The message is that you will be well rested and the sheets are worth every penny because they will do good things for you and the Earth. I think it is being marketed to middle aged women (like me) who are feeling frenzied and exhausted at all times. It makes it seem like I will wake up to a clean organized home and I will be in a state of bliss after sleeping on these sheets.