This Lands' End commercial really emphasizes the advertising technique of the need to nurture. I also don't think anyone would argue that this baby is extremely cute so the advertiser probably put an adorable, well-dressed baby on the ad for a purpose. The advertiser wants to make the viewer think that if he/she shops at Lands' End to buy clothes for their children, then their children will also be adorable! I also realized that the colors in the ad were specifically chosen as a very light blue and pink to show that the Lands' End baby clothes is very gentle and soft. Furthermore, the baby is smiling so the advertiser wants to make the viewer think that if their children wear their clothes, then they will be happy and content, which obviously isn't always necessarily true. :)
I believe that the target audience is middle-aged women with one or more children of their own. They also used a white, blue eyed baby, which almost hints that white babies are cuter and sweeter, thus creating a racial statement, and using the technique of bandwagon, to suggest that all babies that don't have big blue eyes and pale white skin aren't cute.
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