Task: Write a brief essay explaining the similarities and differences between the old and new toothpaste adverts.
[- Links -]
Throughout the years, advertisements have changed as seen above. However, just by looking at all lists you can see that the similarities are more than the differences. This indicates unchanged ways within adverts. So in some sense, they infuse classic traits that, without a doubt, prove to be effective.
The use of colours in the new ad as opposed to the old one may seem more effective; however, back then people were used to black and white just as we are used to colours. Therefore, the difference isn't as much as it seems to be.
Similarly, the pace in both adverts differ; however, as the years pass by, people have become used to faster paced motion. Therefore, it doesn't make that much of a difference. This is because people back then would have been easily disorientated by the fast pace of today's adverts. Different times do, in fact, bring along different ways.
Both adverts use dentists to assure the viewers/ potential consumers. The old advert mentions an ingredient (Sodium Ricinoleate) that is highly used by dentists to maintain a healthy gum. Before that you see a bar chart mentioning how the majority of tooth loss is caused by unhealthy gums rather than bad teeth. This immediately shows the consumer this toothpaste product is an ideal solution to their newly-found problem (risk of tooth loss caused by unhealthy gums).
Similarly, the new advert mentioned how Colgate is the No. 1 brand of toothpaste used by dentists. Not only does it assure consumers, but it also shows them that professionals approve of it (the product). Like this, they know it's been used previously without issues. Therefore, they would feel comfortable in both buying and using it.
If unnoticed, both adverts also use women. There are many reasons as to why they may have; however, judging from the fact that it hasn't changed in years, I'd say it's effective. Studies show that over 70% of women do the shopping for the family. Therefore, using a female would appeal to women. Also, both women were socially-constructed beauties; therefore, women would be interested in purchasing the product in order to become as attractive.
Repetition was used in both adverts. You would think it wouldn't be used in the new one but it is. Repetition can be irritating, but it can also weave information into people's minds. Usually, people ignore adverts out of boredom. This is because TV adverts are placed between intervals of programmes. Therefore, people would be frustrated from being interrupted. So a good way of keeping information in people's head is repetition. This method is also recommended for students to memorise information. As a result, potential consumers would remember the information nonetheless.
Overall, advertisements use different techniques to appeal to potential consumers. Some techniques have been maintained throughout the years; whereas others haven't - for good reason, I'd say.
No comments:
Post a Comment