Advertising a product is a complex process, requiring a comprehensive approach. Specifically, the product widely used in people’s daily lives, like toothpaste, is in the upper level of complexity as there are many competitors in the market. Therefore, it should be unique to attract attention of consumers. An advertisement of the Pepsodent toothpaste is an excellent example of the use of emotions and reason in motivating people to purchase the product. It depicts a cross-sectional image of a tooth where the remains of an old animal are buried. Such a moving picture is accompanied by a statement, “Don’t let food stay too long,” suggesting buying the toothpaste. The advertisement is dedicated to family members of all age groups and for all people concerned about having healthy teeth.
The Pepsodent toothpaste advertisement appeals to a sense of people’s reason. Due to the statement of the ad, it seems evident that everyone should brush their teeth. Moreover, the picture of a buried animal provokes consumers to think about the condition of their teeth. A dead animal in an oral cavity makes people feel disgusted and shocked, thus motivating people to purchase proper toothpaste, which is Pepsodent. Additionally, such a brutal picture of a dead animal attracts attention, making the advertisement unique. It is proven that once people are experiencing different feelings by looking at the ad, the advertising work was done correctly. People are now trapped and are manipulated by the advertisement. Furthermore, the brand has a social mission to change people’s oral care habits all around the world (Pepsodent Dental Expert). The task is well-represented in the advertisement that motivates people to rethink their oral care routine.
In most cases, middle-aged people are sensitive to external factors, such as professionals’ recommendations, scare images, topics related to death, and other factors. Therefore, the advertisement of the toothpaste with a dead animal inside of a tooth is triggering for middle-aged people. Moreover, women are more careful about their family’s health; thus, this ad is more likely to appeal to them. Targeting women is a good strategy, as usually, they care about a household, buying necessary things for the houses.
Referring back to the statement of the ad, it appeals to the emotions and feelings of consumers. It demonstrates how not brushing your teeth regularly will affect your health. The information also provokes a sense of shame in consumers, making them reconsider their teeth health and purchase the Pepsodent toothpaste. Under the statement, there are the logo and the picture of the brush. This is done to provide an immediate solution for the problem of teeth health. Indeed, the answer is to choose the Pepsodent brand and its products.
Health is always relevant and sensitive topic for all people. Most people care about the health and the health of their family and friends. The demonstration of teeth decay provides fear for people, making them concerned about their oral cavity health. By looking at the ad, people ask themselves, do they have proper care for teeth? How do their oral cavity cleaning routines affect their physical condition? What are the right products and ways of oral cavity care? The advertisement makes people reconsider their established morning routines. It works perfectly for the audience and reaches its social mission. Manipulation with health problems is an effective method to attract attention and illustrate the necessity of the product. Consumers are manipulated by the emotions and the logic to purchase the Pepsodent toothpaste.
The use of colors in the advertisement is not just for design but for marketing principles. The brown color that is the color of ground, dirt, and teeth problems is used to create a feeling of disgust and unhealthiness. By looking at the advertisement, people will understand the urgent necessity to buy toothpaste to save their teeth healthy. The ad calls the audience to purchase the toothpaste as soon as possible, triggering people’s feelings by the brown color. When it comes to the color of a toothbrush and the toothpaste logo, they are blue. The blue color suggests the solution for the problem of unhealthy teeth shown in the advertisement. Blue is associated with the sky and water that related to freshness, cleanness, and sensitivity. As such, the blue color is chosen for contrast in the advertisement. The color demonstrates that once a person buys Pepsodent toothpaste, his teeth will be clean and healthy. The color choice of the advertisement is appropriately made to trigger the audience as well as to provide them a solution for the problem.
To sum up, everything that was stated so far, the Pepsodent toothpaste advertisement appeals to both senses of reason and emotions of people to motivate them to buy the product. The audience of the ad is middle-aged people, especially women. In general, the ad is dedicated to people who care about their oral care routine and health. Advertisers use sharp pictures, the statement, and colors to attract the attention of consumers and make them buy the Pepsodent toothpaste.
References
Pepsodent Dental Expert. (n.d.). Social mission.