Westjet Ad Analysis Examples

WestJet, Canada’s second largest airline (Reuters, 2009), has a slogan that states ‘Owners Care’ but do they really? A WestJet airline advertisement, found in November 4, 2015 print of the Toronto Star, is the ad I have chosen to deconstruct. They use various emotional appeals to attract potential consumers of their service. Analyzing the ad, there is a consistency of attempting to build trust with the consumer. Further in examining, they use imagery and emotional appeal of what appears to be two confident business women in attempts to target a female audience. Furthermore, this ad puts an emphasis on the person as a unique individual, when in reality they are just another person being sucked into being a consumer of their product. WestJet

Airlines want to share their values to make sure they have customer loyalty to increase in profits. (Small, 2008)) “If you think our schedule should meet your schedule, you’re right.” (TorontoStar, 2015) Agreeing with potential customers on their needs builds trust between customers and the service behind the advertisement. The consumer feels valued and thinks of the airlines as reliable. (Hongxia, 2014) “An efficient schedule saves you time and money.” Money and time is everything in our communist society, it’s precious to each and every one of us as consumers so when it’s advertised that we’ll be saving both, a sense of trust is built with the service. Consumers only look for business with companies they are able to trust, believing these companies will treat them fairly and honestly. (Fisher, 2010) Building trust with the consumer is one of the emotional appeals WestJet uses in this

We live in an individualistic culture (Zhang, 2003). Our personal goals is what we are after and this advertisement shows exactly that. “If you think our schedule should meet your schedule, your right.” Once again this comes up. It makes a person feel special, and that this is a service is one that cares. It leads right back to being reliable and trustworthy. This advertisement gives a sense of comfort and individualism to the consumer seeing it, and it affects them, making them feel good. Once again, this advertisement uses the emotional appeal of being an individual and unique to lure in