Clorox issued the “Trusted by moms” advertisement for their disinfecting wipes. This advertisement is a very persuasive piece Clorox not only used the heading that Clorox is trusted by moms, but they added a review at the bottom of the display. The review captioned “”Makes clean-up & disinfecting a breeze.”, followed by five starts, was from user “sydney2”. This display suggests that moms know what products can be trusted, given that little kids are known for their messes. To further continue the idea of a mom being a trusted user, people are often under the assumption that mom’s have very minimal time and are very busy managing a lot of activity. Given, the limited time of a mom, by suggested this product is trusted by mom’s it captions the idea that the product is quick, swift, and effective.
It is clear to highlight that moms are the main demographic for using Clorox disinfecting wipes. Clorox is boasting about the demographic that trusts their product in order to encourage more people to follow and trust their product.
According to the elaboration likelihood model, views of these advertisements can use high or low elaboration in understanding the message. The Clorox statement “trusted by moms” is short and simple, yet either elaborative points can obtain beneficial information from the ad. With low elaboration, the viewer uses peripheral attention focus, this can be further understood as selective attention. On the contrary a user who has high elaboration, and high involvement and will engage with the advertisements on a deeper level.
A viewer who has high elaboration will think deeper into the concept: trusted by moms. The viewer will unpack the grouping of a mom. They will answer questions such as, does a mom frequent many messes to clean?, does a mom have limited time?, Do moms want the most efficient product?. When analyzing the need for moms and disinfectant wipes the viewer will come to an understanding that a mom, who is surrounded by many messes and constantly on the go, would in fact use a product that is most efficient. They would then understand that if this product is trusted by moms it can certainly be trusted by them.
A viewer who has low elaboration will perceive the advertisement for as simple as the caption states: trusted by moms. The user will benefit from this, while although not debriefing it to the same extent as a high elaborative viewer. They will trust that if it is trusted by a grouping as large as moms, that it shall indeed be trusted. The fact that the heading is short and simple, work better to grab the attention. Not only, does the caption do the advertisement justice the large 5 gold stars, will also have the viewer engaged. With a review like display the product seems real and deserving.
If it is trusted by moms, I should trust it too.
