Every Woman: A Rhetorical Analysis of Kenneth Coleвђ™s Вђњwe All Walk in Different Shoes Ad Campaign

I discovered this Kenneth Cole ad in April 2008 issue of Vogue, a fashion and lifestyle magazine. Flipping through countless of advertisements, one particular ad captured my attention. It was a Kenneth Cole ad featuring Aimee Mullins, an athlete, actor and activist.

The ad, “We All Walk in Different Shoes” is, or least appears, a persuasive fashion advertisement designed to influence women to buy their shoes and clothing products. As the viewer pay close attention to the captions and visible signs, they will realize there’s an insightful message that suggests anyone can look beautiful in Kenneth Cole.

The main rhetorical purpose here appears not to persuade readers to admire fashion, but rather reveal to another audience, women with disabilities, that beauty displayed by different people despite their limitations. Classic fashion advertisements rarely use persons with disabilities as subjects. Kenneth Cole delivers this message through visual signs and persuasive ethos, logos, and pathos appeals.

Why did Kenneth Cole create an advertisement, using the classic mannequin pose, but omit product details and pricing? Why does Kenneth Cole use Aimee Mullins as their subject? What is her credibility? What message is Kenneth Cole trying to convey? What do the signs suggest? What does this ad say? These questions can be answered by looking at the visual signs and persuasive appeals.

My first observation was how Kenneth Cole established their ethos or credibility. Aimee Mullins has appeared in numerous movies such as, “World Trade Center”, “Marvelous”, and “Five Little Pigs”. While in college, she competed against able-bodied athletes and set records in the 1996 Paralympics. Visually, Aimee establishes more credibility, wearing a red U-neck fitted shirt underneath a black 3/4 long-sleeve jacket and matching knee-high skirt. The outfit compliments her athletic figure, identifying to audiences both able-bodied and disabled, implicating that others who wear Kenneth Cole’s products can look fashionable.

The layout’s organization of text and subject triggers an emotional response, creating an pathetic appeal. For those