Fear Of Being Exposed: Ad Analysis
Ad Analysis Have you ever forgotten to put deodorant on before leaving the house? This is a common nightmare for both women and men; deodorant is a product used by most people on a daily basis. Advertisement for deodorant is diverse and competitive because of the high demand for this popular product. Secret deodorant is a common brand and I personally love it. Secret deodorant’s “ Fear of Being Exposed” advertisement was shown in the July 2010 issue of Glamour magazine. This ad was ultimately directed towards woman because it was shown in a magazine mostly read by women. I believe that Secret’s “Fear of Being Exposed” ad is persuasive to woman’s emotions; this ad uses repetition, association, layout, and stereotypes to grab the reader’s attention to the product. This ad was designed to sell Secret deodorant to American Woman. Secret uses association to capture the reader’s attention. Hugh Rank, an expert on persuasion, states that “association intensifies the audience’s interest by linking the product with something you already love and desire.” The main focal point of this ad is a beautiful, thin, and stunning woman model. In the ad the woman is walking away from the camera with her head turned back towards the camera. While doing this she is waving her silky gold scarf in the air, which exposes her whole back to the reader. Your
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first instinct tells you that this lovely model must be wearing the deodorant. From the genuine smile on her face you can imply that this deodorant when worn will make you feel happy and free. Many advertisements today use computer-enhanced models to attract the buyer. Many women read advertisements and think to themselves, “man I want to be like her one day.” This association leads readers to believe that if they buy the product that they can one day look like that perfect woman. Therefore, this model’s beautiful image is very appealing to woman and will persuade readers to buy Secret deodorant. Secondly, this ad uses association within the text itself. Next to the product the caption reads, “ Sheer Mineral.” These are two words that are commonly associated with make up. When people think of the word “mineral” they tend to think expensive. Thus making the deodorant itself of high value and worth buying. I believe the copywriter is using the word mineral as a jargon. People also associate the word mineral with being good for the skin. This draws attention to buyers who want something good for them and may even help with dry skin. Also the ad shows a mound of minerals next to the product itself. This mound really stands out from the rest of the ad because of its color. If you look closely the minerals look like they shine or have crystals in them. Thus drawing attention to the luxurious minerals that are in the deodorant you are going to buy. In addition, Hugh finds that “copywriters use repetition to imprint on the memory of the receiver to identify, recognize, and respond.” In this particular Secret ad their brand name “Secret” is used a total of five times.
The brand name is used at different parts of the ad to constantly remind readers of the brand they are likely to buy. The word Secret is used twice in the description of the product, the background of the ad, on the deodorant itself, and next to the product the ad reads, “ New Secret Sheer Mineral, 24- hour protection that lets your skin breathe.” This repetition allows you to easily associate deodorant with
Secret. Secret designed this ad to look very elegant and glamorous. The color gold is used all throughout the ad. The model herself is shown in a gold, sequined gown and the background is different shades of gold. Also the color gold is used on the picture of the product itself. The stunning color captures your attention to the ad. Gold is even tied into the models skin tone. If you notice the model’s gold scarf is shaped like a leaf, which resembles the gold leaves on the product itself. The designer of this ad definitely made an effort to tie the color together with everything.
Capels, an expert on ad layout, states, “The greatest crime an advertisement can commit is to remain unnoticed.” He suggests making your headline bold enough so that even the most careless glance cannot help but catch your message. The headline of this ad is “ FEAR OF BEING EXPOSED.” The headline is shown in a font that is common to all readers, thus allowing the reader to easily read through the headline without confusion. Also the headline is shown in the largest font out of all other writing on the page. This creates strong attention and gives force to the message. Caples finds that putting certain words in bold draws meaning and attention to that word. In the headline of this ad the word “Fear” is featured in bold, which stands out to the reader and conveys a complete message in itself. The word fear is also used in bold at the bottom of the ad shown as “FEARLESSNESS.” The word fear is used as a hook and makes the audience think that if they wear this deodorant they will ultimately feel no sense of fear. Every copywriter wants to use pictures that get attention. Pictures of famous people tend to easily grab the reader’s attention. Although, the model in this particular ad is not famous, she is that ideal woman that captures attention. The layout of this ad is very formal. As you read the ad from top to bottom everything flows and is orderly. Secret clearly put several layout techniques in their ad to make it persuasive. Secret deodorant’s “Fear of being Exposed” advertisement not only appeals to woman’s emotions, but underlying stereotypes woman. As I said before the word fear is used in bold throughout the ad. It is used in the largest message of the ad, “ Fear of Being Exposed” and at the bottom, “Fearlessness, Apply Daily.” This allows the reader to believe that when wearing this deodorant they can feel braver. This appeals to many women in America because of society’s constant battle with insecurity. Women today just want to be noticed and not be afraid to wear certain clothing. The model in the ad is shown with her arm raised exposing her armpit. This implies that when wearing Secret you don’t have to be afraid to expose a little skin. Woman today face this daily battle of insecurity mainly because of stereotypes and poor images of women. While this ad’s main goal is to sell Secret deodorant, it is selling a negative stereotype of woman by pointing out that many woman have insecurities, such as fear. Any woman would want to try a product that helps them overcome these fears. Therefore, this ad is misleading the audience with a common stereotype. Do you think a deodorant can actually make you fearless? Many of these common insecurities must be fixed through the mental state not by wearing a deodorant. The ad’s use of a common insecurity is persuasive because today woman will do anything to feel bold and be that ideal woman. Secret is simply trying to sell their product by implying it will comfort women. I believe advertisements like this one reflect societal changes accurately. In society, stereotypes drive ultimately everything. Many copywriters appeal to the reader by associating the product their selling with stereotypes.
Secret deodorant is a product that is well known. The designers for their ads do a great job of persuading their buyers. Many of the ads we see today have hidden messages within them. The goal of every ad is to attract buyers to their product. Secret’s “Fear of Being Exposed” ad captures the audience’s attention. Whether it is through negative stereotypes or through association, repetition, and layout, Secret is a persuasive ad.
first instinct tells you that this lovely model must be wearing the deodorant. From the genuine smile on her face you can imply that this deodorant when worn will make you feel happy and free. Many advertisements today use computer-enhanced models to attract the buyer. Many women read advertisements and think to themselves, “man I want to be like her one day.” This association leads readers to believe that if they buy the product that they can one day look like that perfect woman. Therefore, this model’s beautiful image is very appealing to woman and will persuade readers to buy Secret deodorant. Secondly, this ad uses association within the text itself. Next to the product the caption reads, “ Sheer Mineral.” These are two words that are commonly associated with make up. When people think of the word “mineral” they tend to think expensive. Thus making the deodorant itself of high value and worth buying. I believe the copywriter is using the word mineral as a jargon. People also associate the word mineral with being good for the skin. This draws attention to buyers who want something good for them and may even help with dry skin. Also the ad shows a mound of minerals next to the product itself. This mound really stands out from the rest of the ad because of its color. If you look closely the minerals look like they shine or have crystals in them. Thus drawing attention to the luxurious minerals that are in the deodorant you are going to buy. In addition, Hugh finds that “copywriters use repetition to imprint on the memory of the receiver to identify, recognize, and respond.” In this particular Secret ad their brand name “Secret” is used a total of five times.
The brand name is used at different parts of the ad to constantly remind readers of the brand they are likely to buy. The word Secret is used twice in the description of the product, the background of the ad, on the deodorant itself, and next to the product the ad reads, “ New Secret Sheer Mineral, 24- hour protection that lets your skin breathe.” This repetition allows you to easily associate deodorant with
Secret. Secret designed this ad to look very elegant and glamorous. The color gold is used all throughout the ad. The model herself is shown in a gold, sequined gown and the background is different shades of gold. Also the color gold is used on the picture of the product itself. The stunning color captures your attention to the ad. Gold is even tied into the models skin tone. If you notice the model’s gold scarf is shaped like a leaf, which resembles the gold leaves on the product itself. The designer of this ad definitely made an effort to tie the color together with everything.
Capels, an expert on ad layout, states, “The greatest crime an advertisement can commit is to remain unnoticed.” He suggests making your headline bold enough so that even the most careless glance cannot help but catch your message. The headline of this ad is “ FEAR OF BEING EXPOSED.” The headline is shown in a font that is common to all readers, thus allowing the reader to easily read through the headline without confusion. Also the headline is shown in the largest font out of all other writing on the page. This creates strong attention and gives force to the message. Caples finds that putting certain words in bold draws meaning and attention to that word. In the headline of this ad the word “Fear” is featured in bold, which stands out to the reader and conveys a complete message in itself. The word fear is also used in bold at the bottom of the ad shown as “FEARLESSNESS.” The word fear is used as a hook and makes the audience think that if they wear this deodorant they will ultimately feel no sense of fear. Every copywriter wants to use pictures that get attention. Pictures of famous people tend to easily grab the reader’s attention. Although, the model in this particular ad is not famous, she is that ideal woman that captures attention. The layout of this ad is very formal. As you read the ad from top to bottom everything flows and is orderly. Secret clearly put several layout techniques in their ad to make it persuasive. Secret deodorant’s “Fear of being Exposed” advertisement not only appeals to woman’s emotions, but underlying stereotypes woman. As I said before the word fear is used in bold throughout the ad. It is used in the largest message of the ad, “ Fear of Being Exposed” and at the bottom, “Fearlessness, Apply Daily.” This allows the reader to believe that when wearing this deodorant they can feel braver. This appeals to many women in America because of society’s constant battle with insecurity. Women today just want to be noticed and not be afraid to wear certain clothing. The model in the ad is shown with her arm raised exposing her armpit. This implies that when wearing Secret you don’t have to be afraid to expose a little skin. Woman today face this daily battle of insecurity mainly because of stereotypes and poor images of women. While this ad’s main goal is to sell Secret deodorant, it is selling a negative stereotype of woman by pointing out that many woman have insecurities, such as fear. Any woman would want to try a product that helps them overcome these fears. Therefore, this ad is misleading the audience with a common stereotype. Do you think a deodorant can actually make you fearless? Many of these common insecurities must be fixed through the mental state not by wearing a deodorant. The ad’s use of a common insecurity is persuasive because today woman will do anything to feel bold and be that ideal woman. Secret is simply trying to sell their product by implying it will comfort women. I believe advertisements like this one reflect societal changes accurately. In society, stereotypes drive ultimately everything. Many copywriters appeal to the reader by associating the product their selling with stereotypes.
Secret deodorant is a product that is well known. The designers for their ads do a great job of persuading their buyers. Many of the ads we see today have hidden messages within them. The goal of every ad is to attract buyers to their product. Secret’s “Fear of Being Exposed” ad captures the audience’s attention. Whether it is through negative stereotypes or through association, repetition, and layout, Secret is a persuasive ad.