Advertisement Essay
English IV 1010
29 February 2012
Olay Complete Advertising has been around for many years, and is exposed to the public in many different forms such as television, newspapers, magazines, and the internet. All advertisements are an attempt to persuade an audience. The experts that are in charge of creating the ads know exactly what the consumer needs to see to convince him or her to buy the product. These experts use three appeals that help make their ads pleasing and interesting to consumers. These appeals are called Ethos, Pathos, and Logos, and help make the ad seem realistic and attainable when, in actuality, this is usually not the case. The ad for “Olay Complete Moisturizer” is just the same as most—not one hundred percent true. In the ad for “Olay Complete,” superstar Carrie Underwood is shown with perfectly flawless skin. The ad seems to glow golden and beautiful, which complements the product that is being displayed. The moisturizer claims to protect one’s skin from the sun so that one’s skin can glow more beautifully. In the background, in a golden yellow, two different scenes are portrayed. On the left is a beach with palm trees and the ocean, while on the right there is a city with tall skyscrapers and a lamp post. This is very essential to the advertisement because it shows consumers that “Olay Complete,” containing SPF 15, should be worn every day and not just at the beach. First of all, the ethical appeal, or Ethos, in the Olay advertisement is predominantly strong. To begin with, the brand name of Olay has been around for many years. It is trusted by many, and there is a comfort that comes with buying a product that one knows will work. Also, the person in the ad, Carrie Underwood, seems to trust this product because she claims to use this product all of the time. Another way Ethos is strong in this ad is the way she appeals to pop culture. Since Underwood’s fans will see this ad and believe that she uses “Olay Complete,” they too
29 February 2012
Olay Complete Advertising has been around for many years, and is exposed to the public in many different forms such as television, newspapers, magazines, and the internet. All advertisements are an attempt to persuade an audience. The experts that are in charge of creating the ads know exactly what the consumer needs to see to convince him or her to buy the product. These experts use three appeals that help make their ads pleasing and interesting to consumers. These appeals are called Ethos, Pathos, and Logos, and help make the ad seem realistic and attainable when, in actuality, this is usually not the case. The ad for “Olay Complete Moisturizer” is just the same as most—not one hundred percent true. In the ad for “Olay Complete,” superstar Carrie Underwood is shown with perfectly flawless skin. The ad seems to glow golden and beautiful, which complements the product that is being displayed. The moisturizer claims to protect one’s skin from the sun so that one’s skin can glow more beautifully. In the background, in a golden yellow, two different scenes are portrayed. On the left is a beach with palm trees and the ocean, while on the right there is a city with tall skyscrapers and a lamp post. This is very essential to the advertisement because it shows consumers that “Olay Complete,” containing SPF 15, should be worn every day and not just at the beach. First of all, the ethical appeal, or Ethos, in the Olay advertisement is predominantly strong. To begin with, the brand name of Olay has been around for many years. It is trusted by many, and there is a comfort that comes with buying a product that one knows will work. Also, the person in the ad, Carrie Underwood, seems to trust this product because she claims to use this product all of the time. Another way Ethos is strong in this ad is the way she appeals to pop culture. Since Underwood’s fans will see this ad and believe that she uses “Olay Complete,” they too