‘You can lose him in a minute,’ plays with the women’s fear of losing their own man. Bad breath is one thing men don’t like and the woman knew it, therefore buying this product must be the right way of overcoming this.
The target audience who are looking at the right women on the advert would sympathize for her than wonder if they are in that position or might well become in it in the future, so they start to have doubts and would may well consider buying the product instead of risking it. The actual product is not shown in the advert; this meant that the women don’t know what it looked like. At the bottom it says it is good as antiseptic for minor cuts which make it have a multi-purpose handy object, making woman believe it must be worth buying.
Within the printed text it uses a rhetorical question which makes target audience answer it in their minds; this is persuasive writing being used to persuade even more women to buy the product. Another method of persuasion is it gives scientific information on the causes of bad breath, making women think the product is really effective with science to prove it right. The target audience in this advert is middle aged housewives that are aged 22-29.
In the Suzuki ignis advert (produced in 2003) we see an ignis car on the right and a blurred image of a woman on the left. The blurred image makes the viewers imagine that they are the owner of the Ignis, this is a technique called transference. The background show circles and squares, the circles represent femininity, and the squares represent masculinity, which means women and men are equals in the modern society.
Background colour is a dull dark blue and the car is a bright orange, giving the target audience feel that the car is warm and cosy, also this makes the car stand out from the dark background. The target audience are the working professionals that are women, aged 22-29.
The slogan can be read two ways,
‘Confidence ignis’ or ‘Confidence is all about how you carry yourself.’ This slogan makes woman feel that with the egnis car they will have confidence in driving and also in modern society. At the bottom in small letters it explains having a wide boot space, which is handy for woman with family, and that the car has an immobiliser to keep the car safe and having further useful utilities this car has. But on the far most bottom corner it is written the model shown (GL) is £7,995 and only the other model (GA not shown) is £6,995, this is called hidden information in the fine print.
These two adverts both use women to sell their products, and make woman feel vulnerable by playing with their fears,
For example in the Listerine advert it implies this message:-
If you don’t buy it you will ‘lose him in a minute,’
And at that time woman couldn’t afford to lose their man to another woman (because of war).
And in the Suzuki advert it implies this message:-
Women can only feel confident until they are driving in a Suzuki ignis car.
Differences are the Listerine advert is a black and white illustration (portrait) as it would be too expensive to produce due to the war, the rationing of supplies, stocks raising its prices higher, and the Suzuki advert is in colour and is real graphics (landscape)
Another is that there is no product shown on the Listerine advert, this means the women don’t know what it looks like which raises curiosity in the hearts of the women. Yet the Suzuki advert has its product shown, proceeding onwards women in the Listerine 1953 relied on men to succeed and to depend on, then after a transition by 2003 women became equal to men and could live independently without the men to be successful. This is a representation of women changing from being housewives in the 1950’s to working professionals in 2003.
The advertisers of the Listerine advert use the common interest of housewives, at the time the women needed to be at the top of their game so nobody can steal away their man, so advertisers used their fear of losing a man to make them interested in the product, for indeed women rather have a fresh breath than to risk losing their man.
The advertisers of the Suzuki advert use the technique transference to make women imagine they are that blurred image owning the ignis, this creates a desire in the target audiences’ heart to have an ignis for real.
The marketing of these adverts, the Listerine I would say was successfully marketed because it has found an appropriate target audience, its psychology to understand what the women needs and fears makes it desired to be bought by desperate women, ‘is she in that position like the women in the advert, being ignored, will this be my future?’ these thoughts would automatically lead to a chain of questions that many wouldn’t risk and rather buy the product. It can be better if there was an image of the actual product.
The Suzuki advert in many views is marketed successfully; the colour is very effective, the car stands right out of from the background and the transference technique combined with the dark blue scenery strengthens the technique to increase the effect. The only thing wrong is the price because the price stated isn’t the real price of the model shown in the advert. The best way to further market these products is to be in supermarkets, billboards and television if possible.
The most successfully marketed is the Listerine advert; this is because the product in the 1950’s women actually needed to keep their man (the war resulted in a shortage of men for women) and the bad breath would drive their men away from them. The slogan also seriously impacted the women, `You could lose him in a minute` is very effective.
The Suzuki advert is only bought by interest and women might not like it, but the Listerine is a crucial part of every women’s every day life.
Psychology plays a big part in any advert on the market; it takes advantage of people’s desires, emotions, interested and fears then uses them to make them think or want the product on the advert. This technique is so effective that’s the reason all advertisement will use it.
The psychology in the Listerine advert is to manipulate their feelings of fear to lose their lover and turn it into desperation to find a solution, for this instance the Listerine antiseptic is a sure way to solve bad breath in the eyes of housewives.
The Suzuki advert uses the technique transference, this help target audience to imagine they are the blurred women and owning the car. Also the slogan,
‘Confidence ignis’ or ‘confidence is all about how you carry yourself,’ creates the impression that once you own a Suzuki Ignis you will gain confidence and the car is to be proud of driving in the society.
Women in the 1950’s were all reliant on men to survive; they were looked down upon and didn’t /couldn’t work or earn their own money because the community was very sexist back in 1958.
All women were housewives and weren’t shown as an equal towards men, the men were superior and the women thought as being the weaker of the human race.
Nowadays women are given equal rights as men have and the community aren’t that sexist. They can live independently, no need for men to support them; also they are now working professionals with equal payment and treatment.
