AdAnalysis

ANALYZING PERSUASIVE APPEALS IN ADVERTISEMENTS: 2006

Print Ad Analyzing

As a faithful user of the product Proactiv, I chose an ad that I felt directly related to me. I think back to when I first began to see the advertisements for a product that was not sold in stores and could only be ordered via phone or internet. Usually I never take a chance on products like that. To me it always seemed that if a product could only be ordered, that product was not being made accessible to common everyday people like me who just want to walk in the store, see the product, purchase it, and take it back if it's garbage. But for many reasons I was influenced by advertisements and commercials to take a chance on this product.

My Proactiv ad features a picture of singer/actress Jessica Simpson, the three Proactiv products that one must use in the three step system, and a testimonial from Jessica Simpson declaring her passion for the product.

- The importance of displaying the product being advertised is that unlike a popular clothing brand that might just be able to use its name in advertisements and some totally unrelated scene, a number of people may be unfamiliar with what Proactiv is and how it looks. A consumer can not connect with a product that they have never seen or know very little about.

- Jessica Simpson's importance in the ad is tremendous. With her presence the ad is able to accomplish many different aspects of advertising. First of all if someone has never heard of Proactiv and just happens to be flipping through a magazine the name Proactiv is not going to capture immediate attention, Jessica Simpson will. When that person stops to see what this huge picture of Jessica Simpson smiling with glowing skin is all about they read, "I'm passionate about Proactiv because it works." This signed testimonial is important because it lends credibility to the ad. The picture of Jessica Simpson speaks to a person's ethos. Socially she represents success and money and culturally she is a beauty icon. Also any one who knows a little of Jessica's background knows that her father is a preacher, she is an all American girl, and she also remained a virgin until she was married just a few years ago. All of this speaks volumes about what kind of person Jessica is and how people look at her. Jessica is a metaphor for the good life and all the things one can accomplish, and with all the products she can afford why would she use and speak on behalf of this product if it did not work. This product is supposed to be seen as playing a major role in Jessica's success. Clear skin and complexion play a major role in America's beauty-driven society.

The ad also speaks to a consumer's logos by offering a 60-day money back guarantee. This is important because a person will reason that there is no reason to not at least try the product because if it doesn't work it can be sent back and no money will be lost. The ad also tries to make it as easy as possible to attain this product. They offer an order form with the confirmation box already checked, a web site, a phone number, and a mailing address.

In smaller print the ad offers a paragraph with a bit of information. The first sentence says Jessica Simpson knows what it's like to have acne. This is designed to speak to a consumer's pathos. It makes them feel as if Jessica Simpson can relate to the struggles of us all. It is in smaller print because some people will not even read this paragraph. The items that are important such as the picture of Jessica, her testimonial, and the phone number to order the product are large, bold, and easy to identify.

English 5730 is taught by Dr. Richard Nordquist.
Armstrong Atlantic State University
Savannah, Georgia 31419
912/921 5991

15 February 2006