Proactiv advertisment Analysis - Term Paper Example

?Insert Introduction The advertisement is about a product known as Proactiv, a face cream which is used to clear acne. The advertisement is carried out by the company or brand, Proactiv. The advertisement comes from the company’s website, http://www.proactiv.com/?grcid=bpapus. The piece of advertisement features in YouTube version in http://www.youtube.com/user/proactiv/custom which is hosted by the aforementioned company’s website. Other items that are in the website are different success stories, information about acne, acne-related health information, customer service and other online connections [Facebook, Twitter, Pin us, YouTube and Google Plus] that are linked to the website. The general public forms the target audience. The types of pictures that are in the advertisement are those of people who have used Proactiv and had their acne disappear and those of active members. These factors help the advertisement being analyzed by making them more popular and readily accessible (Proactiv, 1). In particular, the advertisement is a marketing strategy which focuses on the effective of Proactiv as the most appropriate solution for treating acne. The advertisement features Katheryn Elizabeth [who is better known by her stage name, Katy Perry] giving her testimony of her struggle with acne, until she tried using Proactiv. Proactiv not only helped her get rid of acne, but also gave her a smooth skin and a subsequently high self-esteem. There are elements in the advertisement which makes someone want to buy the product. One of the elements is the very ingredients which make up Proactiv. Particularly, Proactiv contains micro-crystal medicine which penetrates the skin to open up skin spores, so as to give the user a smooth and healthier skin. The same advertisement has also used strong rhetorical devices, especially, logos, pathos and ethos. The strongest of these rhetorical devices is the use of pathos: Katy Perry, a celebrity, singer, songwriter, actress, philanthropist and businesswoman is a woman of great renown and is therefore a person of great appeal and persuasion. This fact is underscored by Perry presenting herself as a person who had a problem with acne, to the point that the problem gnawed away at self-esteem. The strength of the matter at hand is that all people can testify of Perry’s now smooth skin and blossoming career as a celebrity and as someone whose celebrity status has been occasioned by a heightened self-esteem. This is presented in a matter-of-fact manner which makes people to identify with Perry and to get easily persuaded with the notion that if Proactiv made it work for Perry, then trying it out will be not a foolish, but an expedient venture (Proactiv, 1). Another form of rhetorical analysis which has been used to persuade both potential and prospective clients is the use of pathos [the audience’s passions and emotions]. The depiction of Perry as performing before large audiences at different times, vivaciously also reinforces the emotional appeal of the audience. Again, the use of Perry, a well-known celebrity to speak up-close and candid on her struggle with acne, her conquering over acne through the use of Proactiv and the picturesque depiction of Perry and Perry’s face are all elements which appeal to the target audience’s emotions. In a similar wavelength, the fact that a lady who was struggling with acne should perform before an exhilarated and ecstatic crowd full of lover for her physical appeal is a matter that immediately awakens the emotions and resolve of those who may be struggling with acne and pimples. In another wavelength, logos is also seen as another element which compels the audience towards believing in the crux of the message. The advertisement is made in a way which instills logical appeal and stimulates logical appeal. This is done at two levels in the advertisement. The first level of advertisement exists at the surface level, in the sense of being superficial and less concerned about divulging the actual truth of the matter. At this surface level, Perry is presented as being in high spirits and performing in large audiences which seemingly love her and her looks very much. The insinuation herein is that the crowd loves Perry because of her looks which she acquired after beginning to use Proactiv. In a similar vein, Perry’s large audiences are presented as a culmination of her self-esteem, and her self-esteem in turn had been strengthened by her successful use of Proactiv. The fact that this is the surface level of logical appeal is underscored by the fact that Proactiv does not take time to explain how having a smooth acne-free face is only limited to the use of Proactiv lotion. At the deep level of logical persuasion, Proactiv takes the time to explain how Proactiv lotion works. At this level, Proactiv takes the pain to explain that Proactiv lotion contains micro-crystal medicine which readily penetrates the skin to open up skin spores, in order to give the user a smooth and healthier skin. The rationale herein is that Proactiv lotion has medicinal value which opens up skin pores and allows for easier excretion of wastes and dirt to the outside the epidermal layer of the skin and proper aeration of the skin, through the skin’s sweat glands. This makes a serious thinker and even the rest of the target audience believe that there is rationale between the use of Proactiv and a smooth, healthier and acne-free skin. This quality of the use of logos will therefore persuade both the potential and prospective listener of truthfulness in Proactiv’s claims and thereby making them want to buy Proactiv lotion. Going by the details conveyed in the advertisement, it is personal belief and conviction that using Proactiv lotion will lead to an acquisition of a smoother, healthier and acne-free skin. This is because this advertisement has taken great pains to show how the lotion being advertised has micro-crystal medicine which readily penetrates the skin to open up skin spores for excretion and aeration. In this case, I am more convinced that Perry’s testimony of success was not fortuitous, but a result of an objective application. Therefore, it can work for me, just as it had worked for Perry, however glaring the differences between my skin and Perry’s skin may be. The piece of information which makes the advertisement’s claim appear valid is the presentation of scientific evidence which Proactiv presents as reason for its lotion’s success. Particularly, Proactiv points out that the reason behind the success of its lotion is the fact that Proactiv lotion contains micro-crystal medicine which permeates the skin to open up skin spores, in order to give the user a smooth and healthier skin. Since I am not the type of person to be swayed by celebrity stunts, I am left more convinced that Proactiv lotion will work for me, not because it worked for Katy Perry, but because of the ingredients and recipe which were incorporated into the making of this very lotion. Conclusion This piece of advertisement definitely gets through any audience because it is highly effective. This is because the advertisement has used its rhetorical devices nicely to advance the main theme to both the prospective and potential market. However, from a personal standpoint, I would opine that the only instance where the advertisement fails is its failure to use hypophora [the use of questions and answers]. It is a fact that many critical viewers would be left with pertinent questions such as the possible side effects which would accompany the use of Proactiv lotion. So far, Proactive has effectively disseminated the merits of using its skin lotion. However, it is after establishing the drawbacks of using the same product that I will begin to use Proactive skin lotion. If the drawbacks will have been found to be less serious or are inexistent, then I will not only use it, but recommend it to my peers as well. Works Cited Proactiv. Proactiv: Overview- Live Life: Get Clear Radiant Skin. 2013. Retrieved on November 18, 2013, from: http://www.proactiv.com/why-proactiv/overview,default,pg.html Electronic Read More