Media Analysis Project - Final Paper
MEDIA ANALYSIS PROJECT 5
The Use of Websites in Business Promotion
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.
Body
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.
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
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).
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.
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.
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.
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.