Advertisement Essay Analysis
Advertisement Essay Analysis

Advertisement Essay Analysis

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  • Pages: 2 (971 words)
  • Published: October 14, 2017
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Magazines, newspapers and many other sources of advertisement are all set up in a strategic manner. There are various techniques that advertisement designers can use to make an advertisement efficient and appealing to the consumers. These techniques can range from product placement to ethos, pathos, logos and so much more. This advertisement for Burt’s Bees Naturally Nourishing Body Lotion is a good example of how an assortment of techniques can be used to make an advertisement effective- achieving its goal of making this product appeal to consumers.Different magazines tend to advertise a different array of products. Depending on whom the magazine targets, it may pick different products to advertise.

This particular advertisement came from a Cosmo Girl magazine whose readers are generally teenage girls ranging from the ages of thirteen to eighteen. Most of the advertisements found in Cosmo Girl are ones advertising make-up or products geared at the female population, predominantly the teenage female population. One important technique used to attract consumers in this ad for Burt’s Bees Body Lotion is logos.The advertisement bluntly lists the benefits of using this Burt’s Bees Milk & Honey Body Lotion as opposed to DMDM Hydantoin.

This approach can be labeled as logos because the designer of this ad tries to convince people to buy her product by showing a logical list of the benefits of using the Milk & Honey body lotion. She emphasizes the fact that its ingredients naturally moisturize and nourish the skin. The fact that this body lotion is natural

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is accentuated by the blurred green background behind the girl’s body.This depicts various aspects of nature which helps emphasize the idea that it is a natural and not harmful product unlike DMDM Hydantoin.

Another part of the advertisement that helps add to the image of nature and natural ingredients is the fact that the woman’s nails are not painted, which stood out right away. This detail stresses the fact that this woman really is all about being natural and not fake. Her low maintenance ways can help support the reasons for her decision to use a cream with all natural ingredients.Someone who promotes being your natural self is more likely to use this naturally moisturizing product.

The body is positioned in an almost sensual manor and the shine on the skin makes it even more appealing. The skin looks so smooth and soft, almost like a baby’s skin. This can subtly make the consumer more inclined to buy the product because they may think that the product will make them look and feel more desirable. These are some ways in which the designer of the advertisement tries to appeal to consumers.

Other ways through which this designer tries to appeal to her consumers include color contrast, product placement and the specifications of the text. The bold white text draws attention to the beautiful dark complexion of the woman’s skin. This idea of having a beautiful complexion can be a motivating factor to buy this product. The consumer may believe that if they buy and use their product their skin can look just as flawless and beautiful.

The shine on th

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skin highlights these ideas of smooth, flawless beauty. The shine on the skin also stresses the idea of nature because this shine must be the sun’s reflection on her skin.This is significant because the sun is a part of nature which is a major theme in this ad. The fact that the actual bottle is placed at the bottom left corner and it is small compared to the size of the ad is a technique called product placement. This advertisement draws attention to the woman’s soft skin and then shows you what lead to these results; the product, Burt’s Bees Naturally Nourishing Body Lotion. The colors of the bottle are also very nature oriented because red and yellow are very common colors in nature.

The fact that the advertisement only mentions natural ingredients such as “milk, honey, aloe and sunflower seed oil” can make it more effective because natural ingredients may appeal more to the consumer because they are healthier and not dangerous as opposed to the ingredients of DMDM Hydantoin. The bold white text stands out in this advertisement, as does the bright red text against the yellow background. It catches the eye and forces you to read it as it tries to persuade you that the sole purpose of this product is to protect your “well-being. ” This use of pathos may appeal to the consumer as well.

The italic text sends the message across as being genuine and caring as opposed to the bold uppercase text. It appeals to the emotional side of a person. The question it asks, “Have you read your body lotion label lately? ” is almost challenging the consumer and this may add to the appeal of the product. It forces the consumer to think and possibly examine their own products in which case they may decide that they should in fact buy Burt’s Bees Naturally Nourishing Body Lotion. All of these techniques used in this advertisement can appeal to a consumer, making them more inclined to buy the advertized product.All in all, this advertisement for Burt’s Bees Naturally Nourishing Body Lotion is a good example of how different techniques can be used to make an ad effective.

Authors and designers of advertisements use a variety of different techniques to help make an ad effective so that the consumer will buy it. These techniques include pathos, logos, ethos, product placement, color contrast, text specifics and so many more. Making an effective advertisement is all about technique. This is why designing advertisements is an art. It is all about strategy and technique and requires a lot of thought and skill.

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