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.
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