In this Proactive ad the company uses many different
strategies to appeal to the possible buyer, which is most likely teenagers and
young adults who are struggling with breakouts. The company uses a quote from
Jennifer Love Hewitt, which states, “ I fell good about myself everyday. So can
you!” This allows the possible buyer to feel that if they buy this product it
will not only work but will make them feel better about themselves. This quote
is used to create a sense of pathos, which allows the customer to feel an
emotional connection to the product. The advertisement also provides a
statistic, which states that Proactive is “America’s number 1 acne treatment
system”. This statement provides logos to the product, which gives the customer
evidence for the effectiveness of Proactive. Also, with this statement it gives
the buyer a reason to buy Proactive rather than a competitor who cannot make
the same claim. There is also an enticing free gift with a purchase of the
Proactive treatment, which appeals to the reader. The customer may be more
willing to try the product if they seem to be getting a deal. With the picture
of Jennifer Love Hewitt, it provides an idea of what your face can look like
after using the product, it shows clear skin, which is the goal for those who
are using Proactive. The over all message of this advertisement is clear and
effective, it shows the product, information about what it is used for, and a
statement to show that it is effective. I think that the overall presentation
of the ad is well done and that it embodies everything that an ad needs in
order to be effective, except it does not show the price of the product. While
it does tell you how much you are saving with the free gift, it does not tell
you the price of the actual Proactive treatment. The ad also does not give a
phone number or a website to go to for more information or to order.
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