#10 Born Better- Arrowhead water

May 25, 2013

This Arrowhead ad gives the impression of being clean, fresh, and pure.  My mom always bought this brand of bottled water, so I grew used to only having Arrowhead.  I've realized that there are many, many brands of bottled water and it seems quite ridiculous that there are so many.  I mean, water is water right?  I'm perfectly fine with drinking filtered water and I don't need a specific water bottle brand.  In fact, we don't even buy bottled water anymore.  However, I have to admit that the Arrowhead ad has always been appealing because of the "freshness" implied by the purity of the mountain springs.  The ad uses the colors blue, green, and white to emphasize the purity and cleanliness of the water.  The mountains give off a cool and fresh impression, which we can associate with Arrowhead water.  The Arrowhead label also stands out because it is the thing in the ad that isn't blue or green.  The red provides a nice contrast to the blue sky.  

I was a little confused at the giant drop of water near the top of the page.  Then I realized that the drop was coming from the splashing water at the bottom.  It's a magnified droplet with an entire scenic view of the mountains and trees.  Apparently, Arrowhead water comprises of the freshness of snow capped mountains and deep forest green trees.  The ad also says "Every drop of Arrowhead 100% Mountain Spring Water comes from carefully selected mountain springs.  When you start with something better, you get something better."  The ad is saying that Arrowhead water is better than any other water brand because they choose better mountain springs than anyone else.  What determines a better mountain spring from just a mountain spring?  However, that doesn't matter to the consumer because Arrowhead is associated with freshness and purity.  Who doesn't want that in their bottled water?  This ad also uses weasel words when it says "Born Better" because it's saying that it's better than...what?  Being born better must mean it's better than everything.  That's quite a vague assumption to make.  

#9 Lunchables...now with smoothie!

May 25, 2013

I don't remember actually eating lunchables, but I know they seem quite convenient for parents looking for a quick school lunch for their kids.  And guess what?   Now they have smoothies!  The picture shows a very happy boy drinking his fruit smoothie.  His expression is not only happy, it's ecstatic and a little surprised.  Is he surprised that the smoothie tastes so good?  The picture itself has bright and cheerful colors, supporting the idea that the fruit smoothie makes children feel happy.  Since it's a fruit smoothie, parents also feel happy about giving it to their children.  The color scheme doesn't necessarily fit the color scheme of the smoothie, and this is because the advertisers are trying to include multiple bright colors.  The yellow fruit smoothie no longer stands out as much, because of the bright colors as well as the boy's expression.  The focus is on the boy's face because it radiates an overly happy and surprised look, which is all meant to connect back to the fruit smoothie.  

I was wondering why this company decided to use a fruit smoothie, instead of fruit juice.  Perhaps it is because fruit juice is too common and one can buy packs of fruit juice by itself.  Fruit smoothies sound healthier than fruit juice because it gives off the impression of being home-made and less processed than fruit juice.  Since the target audience is moms, this "healthier" drink appeals to them.  Moms want to feed their children something healthy enough, while still tasting good.  The problem with this ad, however, is that the actual drink says nothing about the flavor of the smoothie, or whether it's 100% fruit.  That means it's most likely not 100% fruit, which discards the idea that it's really that healthy.  

The appeal in this ad is the need to nurture, since it's targeted towards moms and shows an incredibly happy child holding his fruit smoothie.  Moms like the idea that if they give their child lunchables with this fruit smoothie, they'll be happy.  This also connects to simple solutions because the ad is implying that if you give your child this smoothie, they will be happy and content.  

#8 No Tampax, No Glory

May 19, 2013

Like many Tampax ads, this one shows women doing something quite athletic.  The woman in the center is jumping over a giant present, in other words, her monthly period.  She is able to jump over this huge obstacle because of Tampax.  Actually, she is jumping so incredibly high that it seems like the ad is saying Tampax will allow you to accomplish incredible feats.  Wouldn't that be cool?  If she wasn't using Tampax, then she would have no glory.  She owes her success to Tampax alone.  Who would have thought?

The sky is a grey and gloomy shade, and it looks like there's about to be a storm.  This was used to show that even though skies are grey and the woman is on her period, she can still outsmart it by using Tampax and accomplishing whatever she sets her mind to.  So essentially, Tampax brings happiness and a sense of accomplishment, even if times are looking grey.  The dull background also allows the giant red box to stand out.  The present, or her period, has the sign "Mother Nature's Monthly Gift."  Underneath the box, it says "Outsmart Mother Nature."  So Tampax can outsmart nature?  That is a little misleading, because it's not like Tampax will stop one's period.  There are also words saying "Let nothing stand in the way of your dreams.  Tampax Pearl protects better vs. the next leading brand."  That's quite a promise to make, because now we are left to believe that Tampax will help us realize and accomplish our dreams.  Then it goes to say that they're better than the next leading brand!  Says who?  Of course the ad would say that, but where's the proof?  

The woman in the middle is wearing blue, which matches the blue on the Tampax box.  The red box provides a contrast to this light blue, allowing the colors to stand out.  This ad also uses the need to dominate because it's saying that Tampax will allow us to accomplish our dreams.  Without it, we can have no glory.  It's also the need to achieve for this same reason.  The ad is focused on the woman in blue, because she is the one jumping over her biggest challenge- her period.  As far as we can see, she's also winning because she's ahead of the woman behind her.  She can owe her success to Tampax because it allowed her to achieve amazing things.  This ad uses simple solutions because it says that all of your period problems will be solved and overcome by using Tampax Pearl.  It also uses weasel words because it says that Tampax will outsmart Mother Nature.  How will it outsmart Mother Nature?  The ad is making a promise that it will outsmart Mother Nature, but there is no proof or guarantee.  

#7 Oscar Mayer Bacon

May 19, 2013

I have to admit that I am not a bacon lover, unlike many people.  I will eat it if I'm hungry, but I prefer other breakfast items anyway.  For those who do love bacon, does this ad make your mouth water?  Uncooked bacon with visible slabs of fat do not look very appealing, in my opinion.  I thought it would have been better to show the bacon sizzling on a pan, or on a plate, cooked in the very least.  The ad focuses attention on this pack of bacon, with a wood-like background.  This is to connect with the fact that it's hickory smoked.  The caption says "It scares other bacon to bits."  This is a play on words because of "bacon bits," but this time the bacon will scare the bacon to bits.  Bacon scaring other bacon to bits because it is so delicious and superior.  What a thought!  

This ad is relatively simple because the pack of bacon is the center of attention and is highlighted with the lighting being focused in the middle.  The Oscar Mayer sign is large enough so you know what company the ad is for.  There is only one caption, which is directly above the thick cut bacon.  The ad focuses on physiological needs because it attempts to appeal to those bacon lovers out there.  However, I still do believe it would have been more effective if the ad also showed a picture of cooked bacon.  It also uses magic ingredients because this bacon is supposedly extra delicious because it's "thick cut" and "hickory smoked."  Does that make this bacon superior to others?  According to this ad, it will scare other bacon.   

In my opinion, this ad is not effective (although I can't say the same for bacon lovers), because it did not succeed in making me want to buy some Oscar Mayer bacon.  The product looks like hunks of meat in front of a wooden panel.  Not very appetizing.  I also thought that the caption was ineffective because I found myself wondering, "Is it a good thing for this bacon to scare other bacon to bits?"  Either that means it's really terrible compared to other bacon, or it's amazingly superior.  Of course the ad is saying that this bacon is wonderfully superior, but I'm not convinced.  

#6 Optix Contact Lenses

May 12, 2013

This ad shows a very guilty looking man sitting in an optometry chair.  He's sitting a dark room with a single harsh light shining down on him, which makes it look like he is being detained for questioning.  There are shadows cast about on his face, which adds to his guilty face and the sense that he is going to be called out for sleeping in his contacts.  Being a contact lenses wearer myself, I'm familiar with visiting the optometrist.  The reality is that you sit in a chair in a darkened room and stare at a lit eye test on the wall.  This ad exaggerates the experience of going to the optometrist and the man has a guilty look on his face because he was sleeping in his contacts.  He's sitting on his hands, like a child who is about to be scorned because they did something naughty.  Then the truth comes out.  The caption reads, "We know you've been sleeping in your contact lenses."

The contact lenses box is not the center of the ad because the box isn't anything special.  The ad wouldn't be interesting if it focused on the box.  That's why there's a guilty man in the center, looking like he has to admit he did something bad.  But no worries!  Air Optix Night and Day will last a month of continuous wear!  

This ad could be appealing to our need for guidance because under the contact lenses box, it says "The lens you can rest easy in."  This gives the feeling that there's nothing to worry about if you wear these contact lenses.  If you're going to sleep in your contacts, you should wear the ones that last for 30 nights of continual wear.  Then you will rest in peace.  Isn't that a nice and easy solution?  

A technique that this ad uses is simple solutions because it's saying that you can rest easy if you switch from your current contact lenses to the Air Optix Night and Day.  You will no longer have that burn in your eyes from sleeping in your contacts, nor the guilty feeling that comes along with leaving your contacts in continuously (I wouldn't know about the guilty feeling, since I've never slept in my contacts).  

        

#5 Freshness With a Kick

May 12, 2013

I thought this ad looked interesting because of the bold colors and exceptionally blue lips.  The blue lips made me immediately think of Joey, from the sitcom "Friends."   In one particular episode, he was in a commercial sporting blue lipstick.  It was a weird commercial and Joey was certainly not proud of it.   That's why my attention was drawn to this ad.  You don't often see blue lipstick, so you stop and look at this ad and find that it's for Colgate toothpaste.  This makes sense because of the blue and red theme of this particular toothpaste.   The pale white face also matches the color scheme of the toothpaste and all of the colors are nice and bright in this ad, which make it stand out even more.  What's more is that the toothpaste coming out of the tube is sparkling, like it's extremely clean and fresh.  This sparkle is used throughout the ad, giving a feeling of freshness.  Freshness equals glowing sparkles.

 The little squares in front of the blue lips are supposed to be the germ fighting strips; however, I wouldn't have known this had I not read the little captions around the picture.  At the top of the page, it says "Freshness with a kick."  This evokes a sense that the toothpaste is strong at cleaning and removing odor.  Apparently, it removes 90% of odor causing bacteria.  This advertising technique uses figures to prove the superiority of the product.  The ad could also be using ethos as its form of persuasion because it's trying to establish credibility with one "fact."  

This ad expresses the need for attention because everyone wants to have fresh breath.  If you have fresh breath, then you will give a better impression as opposed to having bad breath (supposedly).  From this ad, you get the feeling that the toothpaste is refreshing and cool, especially since the color blue is associated with coolness.  Therefore, Colgate is the toothpaste for the ultimate fresh breath.  

#4 Ice Cream from Heaven

May 5, 2013

This Haagen-Dazs ice cream looks really appetizing and delicious!  I have a weakness for chocolate and this ad hits me fast with the chocolate shell over vanilla ice cream, all against the white, milky background.  It certainly looks like it fell from heaven...and the chocolate cravings begin.  The chunks of chocolate throughout the picture add to the chocolate-y appeal and it looks so delicious that it makes me want to go out to the store and buy some.  This is such a product that doesn't need anything extra in the advertisement- let the ice cream do the talking.  It doesn't need a fancy background with happy people sitting in the sun and eating ice cream bars; just have the ice cream be the center focus and let the chocolate be in contrast with the pure white background.  That's all it needs to make people crave some chocolate.  

I guess the background is supposed to be milk, since the piece of chocolate is splashing through the liquid.  The important part, though, is that the background is pure white.  Milk, and vanilla for that matter, aren't actually pure white but in order for the chocolate to be in contrast, the color has to be pure.  There's also the chocolate swirl in the ad so that the chocolate-vanilla bar in the middle stands out while being unified with the chunks of chocolate around it.  Chocolate, chocolate, chocolate.  A chocoholic's dream.  That's what the ad is catering towards.  

The words next to the chocolate bar describe it as "Madagascar vanilla" and "rich artisanal chocolate."  Doesn't that make it sound extra scrumptious?  Madagascar vanilla sounds very authentic while rich artisanal chocolate sounds like quality made chocolate.  This is using ethos because it's establishing credibility.  

Of course this ad is appealing to our physiological needs.  Those chocolate cravings are resurfacing at the sight of this picture.  I know that personally, as soon as I see an ad with chocolate, I think, "I wonder if we have some chocolate," and my mind immediately begins craving some.  I know that there are some of us who do not like chocolate (Jazmine), but doesn't this ad make it look extremely tempting?

This ad uses glittering generalities as a technique because it shows a delicious picture of the ice cream and pairs it with words to make it sound even more delightful.  The use of appealing words and images are applied in this ad to make us crave the product and believe that it will be definitely worth the trip to the store.      Although I haven't bought any ice cream yet, I see it in the near future!

   

#3 Fresh Step- Odor Shield Can Be Used in Any Environment!

May 5, 2013

This ad caught my attention because it was funny and the cat makes the whole picture very comical.  When you see this ad, you most likely can come to the conclusion that the ad has something to do with litter boxes. And you see the little blue box at the bottom and what do you know?  It is!  Having the grey cat be against the red carpet allows the picture to stand out.  The red is such a shade that it's not just red, it's a royal red.  This color catches your eye.  Since this cat is also standing on two legs and looks more like a human in its stance, it appears comical.  There are no words that stand out in this picture because the cat does all of the work.  It was easy for me to infer what the advertisement was for.
What's more is that the cat is in a room that has a sort of Victorian Era style to it.  Overall the room looks quite fancy.  From this, we can conclude that the odor shield is fit for any environment!  One can use this odor shield in even the fanciest of rooms.  A high-class litter box odor shield!  Isn't that something?

The emotional appeal with this ad could be the need to nurture, since there's a cat who desperately needs to use the bathroom.  Naturally, we want to help the cat and provide it with a litter box with a nice odor shield, right?

I'm thinking that this ad could be using ethos as its form of persuasion.  Since the cat is in such a fancy room, the odor shield must have to be pretty strong and long lasting if it's to be used in a Victorian style home.  It's establishing credibility because if the odor shield really does work, then it will work in any kind of home.  No one will have to let their litter box overpower their room if they use Fresh Step!  It will allow any room to maintain its class or personality.

This ad uses snob appeal because the cat is in such a classic and luxurious looking room.  For those of you who have this red carpeted Victorian style room, this product is perfect for you!  If you care about your home, you will do anything to maintain it.  Therefore, you will not let the litter box dominate the room.