In a Lenoir-Rhyne University advertisement featured in Our State, the university attempts to appeal to the youth of today by showing five college-age “students” dressed in somewhat business casual clothing. The heading of the commercial further endeavors to intrigue the audience, drawing them in with “a sense of style as polished as [their] programs of study” and “a close-knit community of people” (Lenoir-Rhyne U.). Unfortunately, the advertisement exudes the antithesis. Instead of feeling suave and worldly, the promotion creates an atmosphere of exclusion and prudence. The setting appears to be a façade set up to draw young, college-age students into their university.

The Lenoir-Rhyne University advertisement features people that appear to be in their early twenties– three in the foreground and two in the background. In the foreground, seated casually on a raised platform constructed of brick and marble, is a Caucasian, red-haired male. The man is conversing with the woman and man standing in front of him, one hand raised as if he is gesticulating. This implies that he is passionate about what he is speaking of. However, the visible half of his face discloses to the audience that, in reality, the man is bored.

His face shows no emotion; his mouth is not open, so he is not even speaking. This small detail makes the man’s supposed enthusiasm seem like nothing more than an illusion. Pairing this likely unintentional lack of enthusiasm from the man with his attire– a blue button-down shirt, pink bowtie, khaki pants, and tan leather shoes– destroys the audience’s impression that they are looking in on a slice of the life of a college student. It’s quite obvious that the painfully faux situation was thought up by out-of-touch college executives and employees.

Each of the people in the advertisement are wearing business casual type clothing. An African-American man leaned against the pedestal the red-haired man is sitting on sports a grey button down, blue shorts held up by a leather belt, as well as leather shoes. The red-haired, Caucasian woman in the foreground wears a striped summer dress, tan, wide-heeled shoes and sunglasses. Indeed, each of these students has “a sense of style,” but they do not emit the “close-knit” impression the advertisement is attempting to convey (Lenoir-Rhyne U.).

Though it is not the fault of the magazine, people dressed in this type of clothing often give others the impression that they are arrogant and pompous. The main subject of the advertisement, the clothing, actually detracts from the reality and quality of the promotion. Furthermore, Lenoir-Rhyne University highlights just how removed it is from their potential applicants. Few young adults truly care about fashion, especially the style displayed in the commercial.

For most people, college is already an intimidating experience. College is the first time that the majority of young adults will have to be entirely self-sufficient. The more weight that can be taken off of one’s shoulders, the better. Unfortunately, this particular advertisement stacks weights upon weights onto eighteen-year-olds. They begin to dread fitting in with an unfamiliar environment on top of what their new classes will be and how they will operate on their own. The intent of the commercial is clear, but it is poorly executed and becomes polar to the origin. Ultimately, the misrepresentation and presentation causes this advertisement to be absolutely disastrous.

Works Cited

Lenoir-Rhyne U. Advertisement. Our State, Aug. 2015, p. 1.