Investors use various ways to promote their businesses and ensure their products and services are given the first priority by consumers. The fact that a company produces quality products is not enough to guarantee its steady market dominance (Handley 11). In addition, cheap pricing and conspicuous branding do not give a product the attention it deserves if a company does not use effective advertising techniques.
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An advertisement is any message that is prepared and produced to persuade people to buy a product. They may be verbal or non-verbal and are available in both print and nonprint media. Advertisers usually use catchy phrases or symbols to attract people to read or listen to their messages. They are usually placed in strategic locations where there is a huge possibility of getting clients to buy the advertised products or services.
Dissecting the Advertisement
The advertisement placed by this company is meant to attract and persuade people to buy the bottled drinking water pictured in the advertisement. It includes a famous lady holding a water bottle and smiling at the audience. She seems to be composed and at peace with herself and the environment. This company has used the image of a common celebrity who is known for her achievements in the film industry throughout the world. Jennifer Aniston is a known American film director and actress. This water company decided to use her image in advertising this product since they knew she was famous and would appeal to most people. Youths are usually driven by fashion and entertainment and the inclusion of Jennifer in this advertisement was meant to attract youths who wish to identify with her (Kabana 6).
Famous people like actors and musicians influence most youths and this is why it was necessary to use this actor’s image in promoting this product. Youths will want to associate with her and use what she uses like this drinking water and in the process, they will be promoting this company.
Presentation and Appeals
The advertisement has been presented in a persuasive way to ensure it catches the attention of youths and mostly ladies. The producer ensured that the advertisement appeals to ladies that wish to keep their bodies healthy by hydrating them. The inclusion of Jennifer’s image in this advertisement is meant to persuade them that if they drink this water they will remain youthful and happy (Handley 23). People wish to remain young no matter how old they have become and they will do anything to ensure their wrinkles do not show on their faces or other parts of the body. In addition, they will always want to look happy no matter the problems they experience at work, school or in their homes. The need to wear fake smiles and convince the public that all is well will drive people to buy this product and behave like Jennifer.
Drinking enough water keeps the skin healthy and eliminates the rough texture associated with dehydration. However, no matter the amount of water a person drinks it cannot bring joy and happiness to life (Kabana 12). Therefore, Jenifer’s smile is an expression that manipulates consumers to think that this brand will make them happy. The advertiser has acknowledged that people should drink enough water to make their life complete. This is true but it is also necessary to understand that life has various challenges that determine whether or not people will be happy.
This advertisement has targeted ladies who are usually conscious about their health. Jenifer’s vest shows that her skin is soft and healthy and this is a wish every lady dreams about every night of their life. Therefore, they will do anything to ensure they achieve this target, and this company has a solution to this problem (Kabana 9). Therefore, as they struggle to maintain healthy skins and happy lifestyle they will be promoting this company by buying its water.
Most consumers assume that the message communicated by an advertisement is true. Therefore, they will want to be associated with everything that looks good and appeals to them. This water is just like any other ordinary bottled water and will not have any special effect on consumers apart from hydrating and relaxing the bodies of consumers. However, since they assume that Jennifer’s happiness and healthy skin are as a result of drinking this water they will buy it. On the other hand, the advertiser assumes that most ladies prefer to have body shapes similar to Jennifer’s (Handley 14). In addition, the producer assumes that society appreciates and recognizes her as a celebrity and forgets that not all people are interested in actors or singers. Therefore, this may be a presumption that may affect the demand for this product.
This advertisement has, without doubt, managed to attract the attention of viewers. People wish to have healthy bodies and eat, drink or dress in attractive ways that will make them look young and happy. Therefore, this advertisement is a success that will lead to increased sales and profits.
Handley, Ann. Content Rules: How to Create Killer Blogs, Podcasts, Videos, EBooks, and Webinars. New York: Wiley, 2012. Print.
Kabana, Shama. The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue. New York: BenBella Books, 2013. Print.