Secret Deodorant Sample Ad Analysis
This advertisement comes from an issue of Cosmopolitan magazine. The target audience is women between the ages of 18-34. This magazine relates to female women who are interested in the glamorous successful lifestyle of a woman. The magazine contains articles about careers, fashion, and relationships. Many women read this magazine to keep updated on the latest beauty trends and relationship advice.
This Secret advertisement appeals to the women in this target audience by addressing a way to bring a clean and fresh scent to a woman’s body. The appearance of women and how they smell is a great concern in American society, and women are consistently looking for products that can help keep them clean and fresh. This ad seeks to appeal to women through the use of bold words to get their point across. They make women believe they need this certain deodorant to smell fresh and clean. They use a picture of a young beautiful woman to show how if you use this deodorant you will be happy and beautiful like the woman in the ad. Implicit messages for this ad include promising a woman happiness, beauty, and cleanliness.
The graphics contain a strong appeal of pathos. The main idea of the ad is the beautiful woman pictured in the center of the advertisement. The woman has tan skin and a beautiful smile, she also is pictured lodging up her underarm which is smooth. Having this model on the ad creates an emotional appeal that makes the audience feel like if they use this product that could lead to physical beauty. The model also appears fresh and clean, they use pathos to represent her this way, in this sense the audience will want to buy this product so that they can be fresh and clean.
The text in this ad represents the feeling of freshness and cleanliness. Many different types of words spell out Fresh in huge letters, some words include ph balancing minerals, dry spray, and invisible spray. They use these words to help promote the product by saying all the important characteristics about the product. The ad uses logos by the language being portrayed in the text. The ad uses phrases 48 hour protection and helps eliminate odor to portray the facts about the product. The ad uses the huge letters and phrases to portray the logical facts about this product, which convinces the audience to buy this product. They use this logic to portray what could possibly happen if women use this product.
This Secret ad emphasizes the importance of both physical beauty and cleanliness in American culture. This ad tells the audience that both physical beauty and cleanliness are the only ways women in America are supposed to be. For example the ad emphasizes being clean and fresh. It also highlights a model who represents beauty with a perfect smile, smooth skin, and long curly hair. This ad promotes deodorant by promising a beautiful and clean life. They use these qualities of a woman to promote this product and to make women think that if they use this product they will have beauty like this model. This is very corrupt because it advertises false beauty into the world.
Another main appeal in this ad is an ethical appeal, they make the model look very clean and smooth by making her skin glowly. This represents an ethical appeal because it shows the audience that it is reliable. Analyzing this ad it seems like the product is reliable but how can the audience be sure it is reliable. The audience may believe this ad to be true based on the way the model is presented, through her glowly clean skin, her huge smile, and her overall appearance.
This ad targets women who are interested in physical beauty and good hygiene, the ad uses physical text to portray logos, the ad uses the emotions of women to portray pathos, and they use the model to represent logos. The ad uses the audience’s beliefs to sell deodorant, they know how women feel about beauty and cleanliness and use it to their best advantage. The advertisers know their target audience and do their best to promote the product they are selling. Advertisers use rhetorical appeals to not only sell their product but to persuade the customer.
