Fabletics, an online subscription retailer that sells women’s sportswear, is trying to reach out to their customers using a non-typical advertising technique. In the new Fabletics commercial, featuring one its co-founders Kate Hudson, they use motivational pathos to encourage women around the world to get up and go workout. Fabletics, often referred to as “Athleisure”, wants to help women be more active and wear the Fabletics brand while doing so. Kate Hudson’s Fabletics Maximum Kate commercial clearly lures women in through its use of emotion and strong use of ethos, but its weak display of logos leaves many consumers questioning the overall quality of the product.
The commercial starts out with a motivational tone; Intense music blaring, Kate working out in slow motion, and everything pictured in black and white with the exception of her work out clothes. The goal of this advertisement is to convince women that buying these trendy workout clothes will provide them with the comfort and the confidence they need while working out. The various…show more content… Her audience is made up of a multitude of generations of women and is not limited to a certain age group. One of the first things the commercial says is “By Kate Hudson”, which gives credibility to the brand. Kate’s role as the co-founder and not just a regular actress endorsing the product weighs more on the audience and its believability. Another source of credibility to Kate’s importance is when the director stops the commercial because Kate is speaking. The director screams, “Guys when Kates calls cut, we cut!” which instructs the crew to be quiet and listen to what Kate has to say. This could be seen as a subliminal message to the audience to also listen to her. After Kate provides her input, he immediately states how brilliant her idea was, which also could be construed as an endorsement to Kate and her opinion on the
