The Trojan Condoms Company - Assignment Example

? Persuasive Analysis for Trojan condom’s company al affiliation Background information The Church and Dwight Company are popular forhaving 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. The marketing history of the product can be traced back in 1927 when the company placed an ad in a trade magazine for pharmacists. Since then, several marketing strategies have been employed to ensure the brand remains the trusted American’s number one condom. 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 following an increase in mobile phones and computers that are connected to the internet and people spending more time on those devises.One significant advantage of social media advertising is the appropriate targeting of market by using the user’s demographic information available but the downturn is effectively converting the number friends, likes or follows into actual sales(Koekemoer, Ludi, and Steve 2004, 180).Online advertising has a competitive edge over print advertising due to the immediate publishing of content and information not restricted by time and geographical location.Online advertisement also offers the efficiency of the advertiser’s investment as it allows for customization of ads including content and on what websites to post. Online advertisement follows the ethos appeal of persuasion which means that the consumer is convinced by the character of the author. While designing an online advertisement, the marketer strains to project an impression to the consumer that he or she is someone worth listening to, is likeable and deserves respect therefore whatever information being put across is valid.This is often conveyed via the style and tone of the message and the writer’s opinion of differing views. The ethos aspect of an advertisement can be influenced by a writer’s reputation that presently exists independently from the message he or she is conveying, his or her previous integrity record and his field of expertise (Springer 2009, 48).In the present society, culture denies us the use of family morals and be associated with the advertisement of a given brand of condoms. However, the appeal of a person’s acknowledgement that the use of a Trojan brand of condoms protects our lives in the society has transformed from the former shameful topic to the mobilization of youth groups to advocate for the practice of safe sex. It is clear that without the current aspect of ethos in online advertising, present forms of cultural traditions would be confined to paper (print advertising) that would not be far and wide reaching as compared to online advertisement. The appeal from ethos is however both problematic and important following the fact that it’s inherent purpose has transformed from an appeal of the inner as many consider the outward appearance. Aristotle warns that the appeal from ethos comes not from the appearance but from an individual’s use of language. He claims that a writer’s good moral character, goodwill and good sense will induce the readers to believe in something other than the proof of it hence play a huge role in gaining credibility for the proposed ideas. Lack off the elements mentioned leads to development of bad advice and false statements. In conclusion, while designing online advertisements, it is important for the Trojan brand to select the best approach to reach its widely spread target customers and while consumers are warned against believing an idea just because it looks good or is written by someone of good sense. After all the society is still at liberty to judge anyone based on their spoken or written word by virtue of appearance of good sense. TV commercial A TV commercial refers to a television programming produced and funded by an organization in this case the Church and Dwight Company, which conveys a message to market a product (the Trojan brand of condoms). The Trojan television advertisement presently is made up of several brief advertising spots ranging in the amount of time aired.The efficiency of TV advertising is achieved by creating a television ad that meets the broadcast standards and placing the ad on TV through a targeted air time that reaches the desired consumer. It is important for the Trojan brand to select a television production company and advertising agency with pertinent expertise in the identified areas (Shimp 2010, 310).Trojan brand advertisements features songs or slogans designed to be outstanding and memorable aimed to remain in the minds of consumers long after the span of the advertising promotion. Most advertising agencies use humor in their creative marketing campaigns as psychological studies have demonstrated the effects of humor and the relationship to empowering advertising persuasion. TV commercials persuade consumers by appealing to their emotions (Pathos). In most cases, the language choice of the advertisement affects the consumer’s emotional response while emotional appeal can effectively be used to enhance argument.An appeal to pathos also enables the consumers to identify with the author’s point of view. This is usually achieved via a narrative or story which transforms the abstractions of logic into something present and substantial. The writer’s values, belief and understandings are expressed in the story and conveyed imaginatively to the viewer and moves him or her into making a decision or taking an action. The pathos persuasive appeal is to an audience’s sense of emotions, identity and self interest and is considered by many rhetoricians as the strongest of all the appeals (Wadley 2009, 96-100). Consumers are known to naturally sway towards the direction of what is advantageous to them therefore the Trojan brand creators create a positive image in their words and an image that consumers can identify with. In most cases, it is established that direct appeal to viewers to feel emotion are rarely effective instead the ad designers should create emotion by recreating a scene that would in real circumstances arouse the desired emotion. Appealing from pathos is not simply about triggering emotion, rather the writer should establish the viewers in a state of receiving his or her ideas. This requires thorough knowledge in psychology hence diverse information regarding human nature by Aristotle. He however warns following his knowledge of how to get viewers to receive an ads idea by making the friendly or hostile is one aspect of pathos while playing on the viewers emotions by making them mindless of the concepts and consequences of the message can be detrimental following the judgment of a person and the society as a whole. In conclusion, it is important for the emotional aspect of TV advertising to clearly appeal to specific emotional aspects of consumers such as loving someone and being loved back. The advertisement should also capture the viewers hierarchy of needs by indicating that sex is an important human need but at the same time should be practiced carefully using the Trojan brand of condoms. Conclusion According to Aristotle, it is important for advertisers to design advertisements that speak or write the desired message effectively. The use of rhetoric in ads refers to the ability in each method of advertising to see the available means of persuasion. Bibliography Armstrong, Jon Scott. 2010. Persuasive advertising: evidence-based principles. Basingstoke: Palgrave Macmillan. Fujishin, Randy. 2012. The natural speaker. Boston: Allyn& Bacon. John O and Shaughnessy. 2004. Persuasion in advertising. London: Routledge. Koekemoer, Ludi, and Steve Bird. 2004. Marketing communications. Lansdowne, South Africa: Juta Academic. Shimp, Terence A. 2010. Advertising, promotion, and other aspects of integrated marketing communications. Mason, Ohio: South-Western Cengage Learning. Springer, Paul. 2009. Ads to icons how advertising succeeds in a multimedia age. London: Kogan Page. http://public.eblib.com/EBLPublic/PublicView.do?ptiID=473917. Wadley, John Henry, Iii, Ph. D. 2009. Ethics, principles, and logic. [S.l.]: Authorhouse. Read More