Introduction
Advertisement is an influential and powerful tool in the modern world. The use of advertisements helps boost sales, affects consumer behavior, and controls the mood on the market. The main aim of this tool is not only to sell something but to change our assumptions, so various methods of selling and advertising the product are used. Olay and their Regenerist 3 Point Age-Defying Cream will be analyzed to analyze the advertisement’s role and impact. The techniques and approaches used during this advertisement should be accurately examined to reveal their impact on people’s acceptance of the product and ethical implications.
Ad Description
The Olay advertisement was found on Facebook, one of the most popular social media platforms. Olay used Facebook to advertise its product to access a broader audience and capture the attention of probable consumers. The Olay product was found under hashtags #Ageless and #Regenerist, which are used to attract a broader audience to see the product. The hashtags are used so that people can find the advertised product while looking for something related to the hashtag’s meaning. The hashtags #Ageless and #Regenerist attract customers’ attention, looking for ways to reduce aging processes.
In addition, the advertisement uses various tools to attract consumer’s attention, but it also utilizes short captive sentences to grab the audience’s attention. For instance, a compelling promise is seen before the video. “Want firmer-looking skin in 5 days?” (Olay). For consumers looking for a quick decision on their issue, this promise might be regarded as a miracle they were looking for. In addition, to make the advertising part of the campaign more influential, the images of ageless stars are used to prove the product’s effectiveness.
Techniques Used by the Ad
Pathos
Several techniques are used to persuade customers of the product’s trustworthiness; distributors appeal to consumers emotions. For instance, one widely spread technique is to appeal to customer’s fear. Olay uses people’s fear of aging and looking older to make customers willing to improve the situation. The hashtag #Ageless appeals to people’s concerns about age and good looks. In this case, Olay shows that aging is undesirable and needs to be solved. As a result, Olay has a solution, a Regenerist cream, that could bring skin youth and brightness in 5 days. This approach uses customers insecurities and fears so that they believe that such cream can help them and that they need it to remain beautiful and young. The creation of such circumstances, as well as the sense of urgency, the company tries to capture readers’ attention so that they buy the product. In this case, the fear approach appeals to impulsive purchases based on a person’s concerns and insecurities.
Ethos
The second technique used in the advertisement is authority. In this case, trust is a significant tool to persuade customers of product reliability. For example, Olay shows in their advertisement the well-known and good-looking stars (Olay). In this case, the endorsement is seen, and the brilliant appearance of the stars is the primary tool. As a result, it is shown that their product is helpful, as many stars are related to it. In this case, people see the glamorous image and are willing to look like the stars.
However, the other side of the issue is hidden because stars have their personal stylists and makeup artists, so they usually look good. This means that the Olay advertisement hides the truth about their product. Significantly, during fotosets, their image is improved by makeup artists and stylists. Using start and their portrayal is unethical because unrealistic expectations are created, and customers feel disappointed when their expectations are not met with the proposed product. That is why the satisfaction level with the product has decreased.
Imagery
Moreover, the advertisement is created with the help of modern technologies, so various visuals are used to make the image more reliable and persuasive. The images of the cream and stars used in the advertisement are well-edited and photoshopped, so they look perfect. This is a manipulation, as these approaches could be more attractive in real life. As a result, such a technique appeals to unrealistic beauty standards and increased societal expectations.
In addition, scientific terms are used to make the product more credible, but the description of tools is only partially accurate. These tools lead to significant concerns from an ethical perspective. Olay uses people’s fears, problems, and wishes to advertise the product. In this case, customers are being manipulated. In addition, the overuse of modern technologies can affect the actual effects and capabilities of the product.
Conclusion
To conclude, Olay’s advertisement uses different techniques to capture customers’ attention and make them buy the product. The company uses people’s emotions and fears to persuade them that the customer highly needs the advertised product. In addition, the compelling promises and use of scientific terminology hide the natural effect of the product. All these tools appeal to the ethical considerations. That is why Olay’s advertisement might be regarded as unethical; it needs to provide a clear view of the product and its capabilities, which might lead to wrong assumptions and failed expectations of the customers.
Work Cited
Olay. “Want Firmer-Looking Skin in 5 Days? Try #Regenerist 3 Point Age-Defying Cream #Ageless.” Facebook. Web.
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