#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.