ColgatePalmolive Company Ads Analysis - Essay Example

of Unit Colgate –Palmolive Company Ads Analysis This company is a multinational consumer products company with its headquarters in United States of America. The company is involved in production and distribution of key household and personal products. It deals with items such as soaps, detergents and the focus of the paper oral hygiene products. It is famous for its toothpaste product called Colgate toothpaste. The company faces stiff competition from new emerging companies such as Crest and close up toothpaste companies. The management has however, created counter strategies in their advertisement techniques in order to capture new customers and maintain its old customers in the market. Fowles’ appeal plays a major role in production of these Ads. The Management factor in his 15 appeals to reach out to market efficiently. Jib Flowless is a scholar who suggests that advertising revolve around 15 different appeals (Fowles 8). These include need for sex, affiliation guidance, and nurture, aggressiveness, to achieve and dominate. The rest of the appeals includes the appeals for the need for prominence, attention, autonomy, escape; feel safe, aesthetic, satisfy curiosity and the psychological needs. The Ads focus on flashy faces of the models with white healthy teeth posing with Colgate toothpaste. This is in order to create appeals to potential customers to be interested enough to buy the product. The other focus is the flashy look of the Colgate plastic pack. This is contrary to its competitor who uses animals known to have strong teeth like the beaver to advertise their products. Ads analysis The Ad in picture one uses a beautiful woman smiling to help market Colgate. The beautiful woman appeals to the emotion of the potential clients in order to capture their attention to look at the Colgate picture. Her brighten smile appeal for the need of affiliation to the beautiful smile. The smile invokes a memorable picture in the mind of the customer just as the marketing department at Colgate aimed to achieve. The Colgate toothpaste appears on the part of the picture to capture the attention of the reader. The conspicuous size of the toothpaste is to ensure that the name of the product hits the subconscious mind of the consumer. The background in the picture is red with large word in white that say Colgate fights germs. This message is to appeal to the need that ensures the customer feels safe. This emphasis is by the choice of the words and their size triggers conversation among the people looking at the advertisement. The main reason for advertisers to choose the above appeal; was to capture the attention of the potential customers (Biagi 156). The appeals reveal the audience of the Ad was parents and young people in the society. The appeal for the need to feel safe was targeting parents who take extra precautions to ensure that their children are safe from germs. The beautiful smile by the woman in the Ad depicts the audience of the Ad to be young people who like to look stylish and modern. In conclusion, Ad was targeting the elite group in the market. The Ad in picture 2 seeks to market a new brand of Colgate toothpaste. This is evident by the large letters in the name Colgate maxfresh. The name maxifresh appeal to need to achieve freshness in the mouth. These words are special and meant to send a message that the product offers maximum freshness in the mouth. The words “Unleash a rush of freshness” work to create an emotional appeal to relate to the product to experience the feeling of freshness. Flashy blue container of Colgate creates interest in the mind of the individuals viewing the Ad to have an interest in the product. The advertisers specifically choose these appeals to ensure that they capture the attention of a larger market pull. The large letters of the product name seek to market the toothpaste among already consumers of other toothpastes products. The Advertisers ensure that the words “Britam stripes” are visible on the Ad. This word satisfies the need to of curiosity. These words satisfy the curiosity among the potential customers on what makes the toothpaste special. The main audience of the Ad is the young people from the main appeals that the Ad targets. The young people associate with the need to be clean and feel fresh making them a better market for the product. The color of the toothpaste reveals that the market the Ad is targeting is stylish individuals who value color. Comparison of the two Ads Both the Ads have a message other than buy the products. The Ads tend to display the technological advancement of Colgate Company on top of its competitors. This aspect seeks to ensure that Colgate retains its customers and attracts other customers using the competitor’s brands. The primary appeals of the Ads differ from each other as each Add target a different audience hence the difference in the appeals used. In the first picture, the primary appeal of the Ad is emotions, and it ensures that the information in the Ad enters the subconscious mind of the targeted consumer. This helps the advertisers achieve their target of capturing the attention of the individual even for a minute. In contrast, the primary appeal for the second Ad is attention. The Large letters of the product name ensure that information about the toothpaste enters the minds of the audience. The target market of the two Ad differ from the appeals, the first add targets parents and the young people in the society. The second Ad target mostly competitor’s customer in the market. The developers of the Ads had different aims when creating the Ads but, both the Ads coincidentally have some similarities. Both the Ads are attention seeking and have striking features that ensure this is attainable. The ads emphasize on the advancement of Colgate technology in toothpaste production technology over their competitors in the market to gain more customers. The first Ad and the second Ad talk of freshness; this is an improved technology over the competitors. Conclusion Both the two Ads are from the same company but, the advertisers have a different target with each Ad. In the analysis of the Ads, Fowles’ appeals appeal plays a major role in determining the different types of appeal each Ad has to the market. Colgate Ads Picture 1: Colgate Ad retrieved from Picture2: Colgate Ad picture retrieved from Works Cited Biagi, Shirley. Media Impact: An Introduction to Mass Media: An Introduction to Mass Media. Stamford: Cengage Learning, 2011. Fowles, Jib. Advertising and Popular Culture. New York: SAGE, 2005. Read More