Advert analysis.

Dry skin, no more! What is that one, particular strategy that a marketeer will employ to drive a consumer to buy a product? The answer to that is advertising. In today’s consumer driven world, advertising is the main force behind a company’s success. The more convincing, appealing and effective the advert, the bigger the market for the product. They employ appeals including logos, ethos and pathos to convey their message to the audience. The most effective adverts, it seems, are the ones aimed at beauty or simply put, “looking good”. The Aveeno Active Natural advert, in a recent issue of the Natural Health Magazine, is one such advert that uses all such appeals and leaves quite an impact on women. The Aveeno Active Natural advert immediately captures ones attention while randomly flipping through the magazine pages. The advert is about a daily moisturizing lotion that uses a special Oat Formula. It uses warm, natural colors, basically different shades of green, which sort of has a soothing and relaxing effect on the audience. It features a glowing Jennifer Aniston posing with an ever radiant smile; this image takes up the entire left side of the page. The background shows a place with a lot of greenery. On the bottom of the ad one can see the campaign slogan “see the beautiful difference healthier skin can make”, in large white font; simple yet thought provoking. To the right side is more text explaining why oat is important for dry skin and how it is recommended by dermatologists, with a “before and after test” to provide some sort of evidence of how effective it is. The product itself, the lotion pump, is shown further towards the bottom of the page. On the top right corner is the brand name, “Aveeno, active naturals” in white font. Since this ad is featured in a women’s health magazine, it will capture the attention of health conscious women. It will target women who are looking for a good and effective moisturizer. Those who have