Persuasive Analysis for Trojan condom’s company Name Institutional affiliation Background information The Church and Dwight Company are popular for having an established condom brand name known as Trojan. It is estimated that about seventy percent of condoms purchased in pharmacies in the United States are Trojan brand…
This paper analyzes the TV, online and print advertising strategies of the Trojan brand using an argumentative approach divided into the categories of ethos, pathos and logos as aspects of persuasive advertising (John 2004, 107). Print advertising Print advertising refers to advertisements printed on some form of paper handled by the potential customer and includes offers posted in newspapers and sent via mail. A print advertisement can only be said to be a success when people see it and act upon it as it aims to attract people to products as they are reading or probing through publications. People have a tendency to be receptive to new information and observation of matters of interest when looking through publications (Fujishin 2012, 102-105). This strategy of advertising was the first to be utilized by the Trojan brand on a pharmacist magazine that would then stock their drugstores with the product as it continued to gain popularity. In print advertising, the Aristotle principle of logos means the process of persuading the consumer by use of reasoning. Providing reasons is the foundation of any argumentation enabling the readers to draw a conclusion about the message being put across. Logos refers to the internal clarity of the claim, perception of its reasons and the value of its supporting indication.The argument in logos is to provide the explicit reasons that the writer provides to support his claim (Armstrong 2010, 226).For example, the Trojan brand would be advocating for the practice of safe sex by the sexually active component of the population. The first approach to analyze the supporting reasons provided in an argument is by considering all the premises the author seems to provide. For example, unsafe sex could lead to unwanted pregnancies and sexually transmitted diseases (STI). This is a process of judgment in itself. The second step is to question which of the premises identified as objects of agreement, the author consider as given. Objects of value in this case are either facts or values of the author about the product that may not be parallel to the reader’s facts and assumed values.For example, Trojan is a trust brand to provide maximum protection against STI’s and pregnancy. Basically, every print advertisement argument should arrive to certain objects of agreement shared between the author and audience.The use of inductive logic is whereby the advertisement designer provides the readers with several similar examples and allowing then to draw a general conclusion. Deductive logic on the other hand provides the readers with general propositions and then allowing the readers to draw a conclusion from a specific truth. The society has generally favored the use of inductive method of logical appeal following an already established truth as opposed to the deductive approach that allows for every individual to believe in their own opinion which may or may not be true. The influence of an operational print ad is distant from being extinct although there are more options available following technological advancements. It is clear that while conducting an inventory, the marketing team of the Trojan condom company have to be more creative so that their prints don’t fall behind. Online advertising Online advertisement uses the World Wide Web and internet to promote marketing messages to attract customer.Since the strategy began in 1994, Trojan condoms revenue in the United States increased significantly ...
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