Ad Analysis

Ad Analysis

The ad shown below is an ad I used as an analysis in my AP Language and Composition class. We were supposed to analyze the ad and see what kinds of things the advertisers used to appeal to the reader in the magazine. Here are some of the things that I observed:

#1: The advertisers are using a play on words with the word "stems". Now, this part may get complicated and tricky to understand, because this is not the identical ad that I had found in the Glamour magazine. It is similar, but it is missing the part that says "formulated with Raspberry Stem Cell Technology".

This is a play on words because when it says "Youth Stems from Origins", "Stems" is being used as a verb, implying that looking young/youthful comes from (stems from) using this anti-aging cream/product called "Origins". Yet, at the same time, they used the word stems in "formulated with Raspberry Stem Cell Technology".

#2: Another connection to that phrase is the fact that the add pictures fresh red raspberries. Raspberries also provide a burst of vibrant color for the otherwise colorless ad, and raspberries are also known for their anti-aging properties, a result of antioxidants in the berries, which prevent damage to the skin from free radicals.

#3: The marketers are establishing ethos when they say "The truth is nothing can permanently erase wrinkles." The advertisers are admitting/acknowledging the fact that you cannot stop the aging process, but you can at least slow it down or prevent it from worsening. This makes them look like better people for telling the truth about anti-aging products.

#4: Another way they establish ethos is encouraging the reader to read the reviews of women who have already used and rated their product. This shows how confident they are in the quality and effectiveness of their product. Reviews usually show both the good and the bad in the product. Some will give rave reviews, others will only give the product one star out of five. But this company is so sure that their product will work that they believe the good reviews will outweigh the bad.

#5: This company makes the claim that you will see results within four weeks of using this product. It says "83% showed an improvement in the appearance of lines and wrinkles in just 4 weeks." This would also be an example of logos, because they are using reasoning/logic to persuade the reader to buy the product.