Assignment 2
Consumer Behavior Spring 2013
Ad Analysis
This ad is one of many from Proactiv solution. Proactiv is a skin-care product most notable for facial skin treatment products, this ad included their famous “3 – Step System” (Cleanser – Toner – Treatment) products. This ad is aim at everyone that are troubled with bad skin and who want to prevent break out of pimples. This is a large number of people because very few, if any have perfect facial skin and will never need facial product to either improve the quality of their facial skin or prevent breakouts of pimples. Jessica Simpson is a very beautiful, famous American recording artist, actress, television personality and a fashion designer. She is a role model for many people and has maintained a good image as a person and is seen as a physical example of beauty. Jessica Simpson promote this brand of being effective, she claimed “I’m passionate about Proactiv because it works.” When you see Jessica promote a facial product like this then people are likely to want to try it to gain or maintain a pretty face like Jessica.
The author of this Proactiv ad with Jessica Simpson was intended to take a peripheral route of persuasion. Through ‘intuitive processing’ requires little thought and rely on judgmental heuristics. Source factors are the most evident feature of peripheral route of persuasion being used in this ad. Proactiv uses a celebrity to promote their product creating a likeable attitude towards the product; also people will see this product attractive because it is used by a beautiful and famous person. Consumers become motivated to get this product because of personal involvement and an association with someone with pretty skin. They will automatically think this can product would also work for them. Another motivation is due to the need for cognition where as they don’t thing thoroughly about the product and its use, they are lacking knowledge about the real properties of this brand or product.
Ad Analysis
This ad is one of many from Proactiv solution. Proactiv is a skin-care product most notable for facial skin treatment products, this ad included their famous “3 – Step System” (Cleanser – Toner – Treatment) products. This ad is aim at everyone that are troubled with bad skin and who want to prevent break out of pimples. This is a large number of people because very few, if any have perfect facial skin and will never need facial product to either improve the quality of their facial skin or prevent breakouts of pimples. Jessica Simpson is a very beautiful, famous American recording artist, actress, television personality and a fashion designer. She is a role model for many people and has maintained a good image as a person and is seen as a physical example of beauty. Jessica Simpson promote this brand of being effective, she claimed “I’m passionate about Proactiv because it works.” When you see Jessica promote a facial product like this then people are likely to want to try it to gain or maintain a pretty face like Jessica.
The author of this Proactiv ad with Jessica Simpson was intended to take a peripheral route of persuasion. Through ‘intuitive processing’ requires little thought and rely on judgmental heuristics. Source factors are the most evident feature of peripheral route of persuasion being used in this ad. Proactiv uses a celebrity to promote their product creating a likeable attitude towards the product; also people will see this product attractive because it is used by a beautiful and famous person. Consumers become motivated to get this product because of personal involvement and an association with someone with pretty skin. They will automatically think this can product would also work for them. Another motivation is due to the need for cognition where as they don’t thing thoroughly about the product and its use, they are lacking knowledge about the real properties of this brand or product.