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Arm & Hammer |
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| Ad Analyses 2008 |  Arm & Hammer ad Analysis by Leslie Beebe
The ad I chose to examine was located in a Dog Fancy magazine as a half page ad
that was so simple I over looked it at first. I selected many possible ads to discuss --
from one of a man holding a disturbingly off topic taxidermy fish while informing us about
insulin shots to a private kennel advertising large boned AKC registered Shepards -- but
when I stumbled across this faded ad at the last moment I knew I had located my winner.
The ad consisted of a vintage photo showing us a lady pouring a thick dusting of
Arm & Hammer Baking Soda on a carpet in front of an ancient push-to-work vacuum. The
only text in the ad is the thick lettering that reads: “1973: The Secret To
Fighting Odors In Carpet And Fabrics Then.” The right side of the image
stands out starkly because of a yellow single sided border, and the weight of the right
side pulls your eyes down to the familiar Arm & Hammer logo.
This ad uses the Appeal to Ethos without shame. The box in the woman’s hand
has the label of the product clearly visibly and the right corner of the image reminds
you, in case you missed it, just who has created this timeless product. They are betting
on their already established image and sense of character to sell their product for them.
They don’t even have to work at it. All they do is remind you that they were good in
the past and, surely, since they have not changed their merchandise since then it must
still be wonderful.
This ad also utilizes the Appeal to Pathos because it attempts to remind us that we
should trust them. They have been helping people battle horrendous odors for almost four
decades and they are still there fighting on. Our
grandparents know what is good and what is bad, and they surely trusted this product
enough to douse their carpets with it. The ad pleads with our sense of honor while it also
skews our sense of reason.
This brings us to t he Appeal to Logos. Firstly, the ad itself takes a little bit
of thought to connect the passage with the picture: if it wasn’t for the sepia tones
that masked the old photo you may not have known that it was an image of the past. Once
that connection is made you are able to decide for yourself how true the ad may be. Most
people would agree that Baking Soda is still one of the best ways to remove odor from
fabrics without bleaching or harming the cloth. We are not dumb and do not require that we
be reminded of this detail. The image expects this deduction from its audience and forgoes
embarrassment by repeating itself.
The ad is simple and refined, even though it does lack any true visual appeal. If I
hadn’t been aimlessly reading articles about tail-docking in dogs I probably would
have never seen the dull and colorless ad. This made the ad quite lacking and, perhaps, a
waste of space because it failed to keep the audiences’ attention. It has a message
and, once noticed, it gets it across. But few people will bother to stop and look upon it.
Britney Compton The ad analysis that I reviewed is Leslie Beebe’s Arm and Hammer ad. She starts, and ends, the paper with an observation of the lack of attention the ad brings to the readers. Though, to be able to respond to that accusation, the ad and magazine would have to be available to make the conclusion oneself. The vintage look makes a statement and is becoming avant garde. The ethos employed with the visual allows for the female audience to connect with the product. With the statement “1973: The Secret to Fighting Odors in Carpet and Fabrics Then,” the product is reasserting that this was the secret of mothers in the 70’s, thus mothers today should continue to use and trust it. The original analysis did not touch on this. The Logos of the ad, I do agree with Leslie, the vintage look and the reaffirmation of the quality of the product argues that it still remains a vital part of the cleaning ritual. Pathos of the ad can be tied back into the gender issue of the ad and the fact that, though, cleaning is typically seen as female, the arm on the logo makes a statement that men are needed to assist women, in every situation. The fact that the ad was only half page in an animal magazine shows a confidence in the product and a strategic Kairos input. Here Arm and Hammer simply states that we are here for you and your pet’s odor.
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