In the New Era for April, there is a advertisement for temple marriage called “Look Forward.” In this ad, while obviously appealing to the spiritually-minded, there are secular elements that make this a good advertisement.
This advertisement was in an issue of the new era specifically on dating. This makes it clear that it’ll be focused on youth (and even some Young Single Adults) interested in dating, but who may not be as focused on eternal marriage. The focus of the picture is the temple. This is an appeal to logic, emotion and authority.
-The temple appeals to logic because it says if you wait longer, you can have something better. It thus makes logical sense to have the temple in your sights, so to speak. Another link to logic is one that yields the text and reference at the bottom
-The temple appeals to emotion because the spirit is felt in the temple, and the spirit is often linked to strong emotional feelings. Similar feelings could be felt as one looks at the ad.
-The temple appeals to authority because the temple is the house of God, and as such is the ultimate appeal to authority. The argument “God says so”, holds weight to those who believe.
Thus, the use of the temple is important to this ad. The ad uses text and binoculars to show that the promises are yet “Afar off” (Hebrews 11), and sympathizes with the emotions of the readers.
This argument is also a typical one. Mormonads are frequent in the New Era. The formatting is typical, and Mormonads are frequently popular, so the readers anticipate it and may have been drawn to it.
This ad is a wonderful ad. While it appeals spiritually, it also portrays many needed effects, leading it to be effective.
http://www.lds.org/images/Magazines/NewEra/Archive/ne10apr09_poster.jpg
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