Document Type

Article

Publication Title

The Lindenwood Gateway Reader

Abstract

  • The Problem: Rhetorical analysis of marketing strategies demonstrates how minimalist advertisements sell an idealized lifestyle to middle-class consumers rather than just a specific household product.

  • The Method: The researcher conducted a visual and psychological analysis of a 2017 IKEA UK print advertisement for the Sheffield store opening, utilizing color psychology frameworks and target market demographic data.

  • Qualitative Finding: The advertisement uses a calming light blue and contrasting mustard yellow palette to project stability and attract busy families; the deliberate physical absence of the advertised Hemnes coat stand creates a sense of consumer anticipation and suspense; the versatile room setting appeals to multi-generational households navigating limited space and modest budgets.

Publication Date

4-2026

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