Pela’s mission is to remove everyday waste from everyday products, specializing in phone cases and accessories. Pela made this advertisement and put it out on Instagram, it is a still image posted on their profile.
This advertisement has three pictures and 3 sentences. Every colour is very neutral or dark forestry green. Fitting the aesthetic of the post nicely. This photo is a screenshot from Pelas Instagram profile. The main subject of this advertisement is the three photos that are in the middle showing how a young lady uses her Pela phone case in different aspects of her day. In these photos, the lady looks quite content and happy, smiling in the first. The second seems to have a filter that blurs out the colour more and the third is zoomed further out. At the top, it tells us right away that it is portraying an eco-friendly company but stating “Cases made from plants” enticing us to click further. While at the bottom, it says “Very demure. Very Mindful” telling us that they are targeting a younger audience, as this is a new saying.
This advertisement shows us that phone cases can be sustainable and trendy too, by using sayings that target younger audiences and the new faces of social media/influencers. As well as using trendy poses in their photos.
I personally believe that yes, the image is effective in getting their message to the target audience because it is using new trendy ways to do so. I looked at the image right away because it had a trendy saying. It was very convincing to click on as it used trendy sayings.
I do recognize this brand and know people who use this brand.
According to the Article; McAlpine, Ellen. “Pela: The Brand with Compostable Phone Cases and so Much More | CNN Underscored.” CNN, (February 6, 2024.) They went on to speak with Gareth Everard, Pela’s chief marketing officer. Who said, “We’re considering every step of the process, from offsetting carbon emissions of production factories down to deciding between air or ocean shipping,” (Everard ,2024)Meaning that they will choose the most sustainable option no matter the time frame, just to keep loyal to their morals.
Bibliography:
McAlpine, Ellen. “Pela: The Brand with Compostable Phone Cases and so Much More | CNN Underscored.” CNN, February 6, 2024. https://www.cnn.com/cnn-underscored/electronics/pela-case-compostable-tech-accessories.
AI citation:
“Finalize Details.” Citation Machine, a Chegg service. Accessed October 1, 2024. https://www.citationmachine.net/chicago/cite-a-website/edit.
Oreoluwa Alakaba
Looking at your analysis of Pela’s cases, you have made the right decision in analyzing the advert itself, particularly the phrase “Very demure. Very mindful” used in their presentation. It’s obvious that their target audience is a younger demographic, as the phrase was quite the trend weeks ago all over TikTok and Instagram-where the ad was shown.
However, you don’t seem to be fully addressing the greenwashing aspect of this company. They claim to make their cases from plants to maintain environmental safety, but how exactly do we track this? How do we verify that their plant-based cases are not harming the environment in the production process? There seems to be no means or track record of how they do this mentioned. How are we sure that this isn’t just an aesthetic brand appealing to an environmentally-conscious audience without actually being sustainable? It could be that they’re using the “plant-based” tag to attract eco-conscious buyers without any genuine environmental benefits.
Regarding your sources, I noticed there isn’t a lot. You only mentioned an interview with their chief marketing officer, who, of course, will support the company and claim that they have environmentally friendly practices. Additionally, you included an AI citation, but overall, your references could have been better. For instance, studies or research on sustainability practices in the accessory industry would have added depth to your points.
In summary, your observations on the ad’s aesthetics and target audience are strong, but a more thorough examination of the company’s environmental claims and additional sources would make your analysis better.