Analysis of Durex Advertisements - Research Paper Example

?Analysis Advertisements With contemporary changes in the economic climate and modern technology advertising and marketing have witnessed significantchanges. The contemporary advertising environment must now take into account a public that is increasingly savvy from having grown up in a world with lots of advertising. One major example is the advertising of condoms. This is a notable concern as it has a wide-ranging audience, with an equally wide-ranging persuasive approach. A series of condom advertisements are critically analyzed and deconstructed for their rhetorical and persuasive elements. The Durex Company produced one prominent set of condom advertisements. These advertisements appeal to a wide audience, utilizing an approach that is unique relative to other condom advertisements. In considering the Durex ads, it’s noted that, ”because there’s so much potential to make easy, tasteless jokes, condom advertising requires a more delicate touch; great ads should make us think a little bit harder before rewarding us with the punch line” (Rideout). When examining the overriding communication mechanisms of these advertisements, it’s clear they capture this delicate touch. The most overriding persuasive technique these condom advertisements use is humor, with all the Durex ads implementing a subtle form of wit. Within this spectrum, the advertisements then can be divided along lines of whether they promote the condoms based on safety or enjoyment. For instance, one advertisement features a bed with four framed pictures on a nightstand next to it. The individuals in the advertisements are staring at the bed with shocked faces. Below the visual elements the advertisement contains the tagline, “Have the sex you tell your friends you have” (Rideout) and a picture of Durex condoms. This is a clear example of an advertisement that implements humor to appeal to twenty-somethings -- the individuals in the picture are this age -- through emphasizing the ability of the condom to enhance the sexual experience. This persuasive technique can be contrasted with Durex advertisements that highlight safety concerns. For example, one advertisement contains a completely light blue background. The text of the advertisement states, “To all those who use our competitors’ products: Happy Father’s Day” (Rideout). While this advertisement is highly minimal in its presentation, it is highly effective; the minimal visual style functions to enhance the power of the textual message, encouraging customers to greatly consider the essential need to purchase Durex condoms over other brands. Another prominent style of condom advertising was made for Doc Morris Pharmacies. Created by the Grey Worldwide Advertising Agency from Dusseldorf, Germany, the advertisements are for extra safe latex condoms. As the advertisements are for extra safe latex condoms, it should be no surprise that the underlining intentions of these advertisements are to promote the reliability and sturdiness of the brand. While the Durex brand had attempted to emphasize safety concerns, it appears that in this instance the advertisement works to create a market-share through the cultivation of this safety concept. Also similar to the Durex advertisements, humor is used as a major element in the persuasive technique. The advertisements themselves contain cartoon visual depictions of sperm swimming with a white background. In one version the sperm leading the others has a haircut and mustache that clearly depicts it as Hitler. In another version the sperm contains a beard and a Middle Eastern head arrangement, ostensibly depicting it as Osama Bin Laden. The obvious rhetorical technique implemented here is that in not purchasing a condom, or in purchasing a competitor’s condom, the individual runs the risk of having an undesired child that could potentially become a terrorist or dictator. The humorous elements of these advertisements are very high and successful, however one questions if they have perhaps sacrificed reliability and client trust for this humorous impact. One considers the earlier described importance of delicacy, and it seems that to an extent these advertisements have broken this delicate balance for base forms of humor. The Elasun Company presents another prominent rhetorical approach to condom advertising. These condom advertisements differentiate themselves from other condom advertisements in that their predominant focus is on innovative design over humor. While it is challenging to textually articulate the visual dynamism of these advertisements, there are a number of pervasive elements that can be described. One such stylistic approach is the re-working of famous advertisements into condom advertisements. For example, one advertisement features the McDonald’s arches, except they are formed with condoms. The phrase, “I’m lovin’ it” is then featured (Unique Condom Ads). The background of this ad is entirely black, with white lettering, and purple outlining the specific condoms. While external to the advertisements message, these visual elements are significant in that they constitute unique and stylish artistry. Another such advertisement in this thematic structure features a black background with white dots. An individual stick figure is depicted with a basketball in the sky. There is a basket hoop made out of a condom that the individual is dunking into with text underneath that states, “sports make you health” (Unique Condom Ads). While previous condom advertisements work to gain market share based on humor, as well as emphasis on increased sexual prowess or safety, these condom advertisements assume a different angle. In these regards, these advertisements eschew any functional message for an overriding concern with graphic design. Even as this may be considered to detract from the product’s sale-ability, it seems that the advertising functions to appeal to a smaller market share. In these regards, the innovative graphic design places this brand along an alternative scale, wherein individuals that feel alienated or individuals that are graphically inclined may feel more comfortable with such a brand that appeals to their earthly perspectives. Ultimately, while these advertisements lack the mass appeal of their competitors, they may have increased appeal to a specific market-share. Another form of condom advertisements is created by Trojan Condoms. This company was formed at the University of Southern California and as such gained the Trojan moniker. Today Trojan represents one of the dominant companies in the mainstream condom market. Recently, it’s been noted that, “Condom marketer Church & Dwight has awarded Publicis Groupe’s Kaplan Thaler Group, New York, creative advertising duties for its Trojan condom brands” (Sanders). It’s also noted that the company recently spent $6.5 million to advertise Trojan from January to October 2004 (Sanders). This information is indicative of a company that is concerned with advertising to a broad customer base implementing mass appeal techniques. Even so, the company has gained a hip and slightly edgy market image. When examining one of their advertisements, it’s clear how image and intention combine to form modes of advertising rhetoric and persuasion. The advertisement features a woman in a bra with a Trojan condom stuffed just outside her left breast. The top of the woman’s face is cut-off so that in the advertisement the viewer can only see her smiling and the bridge of her nose. At the top of the advertisement is a black bar that says Trojan in white. Below this is a white bar that states, “Why wear anything else?” (Sanders). While the graphic design is fairly simple, the effect is clearly powerful. The image of the woman in her bra has immediate sexual implications; the Trojan condom hanging outside her left breast, concealing her nipple, further heightens the implications. This is a highly sexually charged image and is alluring to the casual observer. While other advertisements seek to deemphasize the sexual aspects of the product, this advertisement implements in selling the product. Rather than working to create a market share through emphasizing the products virtues, this advertisement is subtly selling the very act of sex. Adding to the effectiveness of the advertisement is the removal of the top of the woman’s forehead, specifically the eyes. Such a technique encourages the viewer to project their love interest on the advertisement, further creating consumer interaction with the product. Even as this advertisement eschews persuading the consumer through extolling the benefits of the product, its implementation of sex is perhaps a more effective sales technique than any of the previous methods. In conclusion, a series of four condom-advertising techniques have been critically analyzed and the most effective advertisement identified. Broadly speaking, these techniques can be understood as persuading the consumer through extolling the virtues of the product, using humor, implementing innovative graphic design principles, and finally emphasizing sex. It’s clear that the techniques have varying degrees of effectiveness and function to appeal to different consumer sects. While most condom advertisements implemented a form of humor to deflect the sensitive nature of the product, it’s clear that it’s necessary to strike a delicate balance between humor and poignancy in creating an effective advertisement. Still, perhaps the most successful advertisement is the Trojan advertisement, which does not implement any form of humor, instead emphasizing the thrill of the sexual act. Ultimately, determining effectiveness is an integrated factor of how well the poignancy and innovation is able to appeal to a specific market base. References "The best in condom advertising." Danvertising. N.p., n.d. Web. 30 Aug 2011. . Rideout, Dahlia. "Twenty-One Condom Ads You Never Saw Coming." Divine Caroline. N.p., n.d. Web. 30 Aug 2011. . Sanders, Lisa. "Adage." Kaplan Thaler Wins Trojan Condom Ad Account. N.p., 2005. Web. 30 Aug 2011. . "Unique Condom Ads." Daily Dose. N.p., n.d. Web. 30 Aug 2011. . Read More