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…
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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.
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