Pantene Advertisement Review
General or special interest? General interest. Well or poorly executed ad? Well executed ad.
1. The ad targets consumers.
2. This ad can be seen in its form on the international market.
3. Purpose of the ad:
a. Product ad. The ad encourages women to buy their Pantene Pro V hair care product.
b. The primary objective of the advertising is to persuade the consumer that Pantene Pro V improves hair volume and strength.
c. The ad is commercial because its purpose is to sell the product so that the business can make a profit.
d. This is an indirect action ad because it reminds the reader about Pantene products and persuades them that they effectively bring results. Therefore, the ad establishes the company’s reputation and maintains their brand, so the customers are more likely to buy their products next time they are buying hair care products.
4. Creatives:
a. The ad does not have a headline because it uses imagery to attract attention from the readers. However, a large all-caps font is used to highlight the words, “ZERO FEAR OF BREAKAGE, 100% MORE STRENGTH.” Those words stand out and are the first thing readers will notice, so the ad selects readers who want to strengthen their hair.
b. There is no body copy in the ad, but it does feature a quote from Eva Mendes endorsing the product, so it does heighten the desire for the product. The audience will also probably take action and buy the products because the ad utilizes the consensus heuristic cue (i.e. a testimonial from an attractive celebrity), so the reader is more likely to agree with her that Pantene Pro V is an effective product that works as advertised.
c. The layout is effective. The image covers approximately 75% of the ad space, which is slightly larger than the recommended 60-70%. However, a visual cue that presents beautiful hair with volume is more important for this ad than the text description, so a larger image is justified.
d. The photograph is the most important part of this ad because an image of beautiful, glowing hair will sell a hair care product better than any description.
e. The color is important and effectively used because it is consistent with the colors used on the company’s website and most Pantene Pro V products.
5. I think the ad is very effective because it presents an appealing visual cue, identifies the audience, introduces their fear (i.e. weak hair), and proposes a solution (i.e. their product).
Figure 1. Pantene Advertisement.
Athenos Advertisement Review
General or special interest? General interest. Well or poorly executed ad? Poorly executed ad.
1. Consumers are the targeted audience.
2. The ad is national.
3. Purpose of the ad:
a. Product ad designed to sell Feta cheese.
b. The primary objective of the ad is to inform the reader why Feta cheese is a better alternative to Cheddar. Persuasion would have required more effort in creating the ad copy.
c. This is a commercial ad because it promotes a product to increase sales.
d. The ad does have a Facebook fan page address, but it does not use any strategy to encourage readers to take immediate action, so the ad should be categorized as an indirect action ad.
4. Creatives:
a. The headline is poor because it makes a bland pun rather than convey the selling idea or the strongest benefit of the product. The reader has no incentive to read further.
b. The body copy consists of three lines that tell the reader Feta cheese has 30% fewer calories than Cheddar and wonderful flavor that works well with salads. There is no proof or any other statement that would increase the reader’s interest, desire, or encourage the reader to take action.
c. The layout does not follow a typical organization, but the design is simple and uncluttered, so it captures the reader’s attention.
d. The salad looks delicious and refreshing, so the image is more effective than the copy in increasing the desire to enjoy a delicious salad with Feta cheese.
e. The green color is effective because it is associated with safety, freshness, and nature.
5. Although the imagery and colors used are effective, the copy does a poor job in persuading the reader to try the company’s product.
Figure 2. Athenos Advertisement
Ultimate Nutrition Advertisement Review
General or special interest? Special interest. Well or poorly executed ad? Poorly executed ad.
1. The ad targets consumers.
2. The ad is national.
3. Purpose of the ad:
a. Product advertisement.
b. The primary message is to inform the reader about the product advertised.
c. The ad is commercial.
d. This is an indirect action ad because it does not have a prominent call to action and the web site address is displayed at the bottom of the ad in small print.
4. Creatives:
a. The headline attracts attention and selects the reader because it poses the question, “Has your weight gainer evolved?” Therefore, readers who are struggling to gain weight will probably continue reading the ad copy.
b. The ad contains body copy, but it cannot be considered effective because it is not consistent with the headline and call to action. The body only describes the features of the product without relating to the benefits. The answer to the question posed in the headline comes after the product is described and states, “If not, you should be using Muscle Juice Revolution 2600 from Ultimate Nutrition.” There is no call to action, and the website is shown at the bottom of the following page.
c. The ad has a two-page layout, which is unnecessary. The second page simply repeats product information described on the first page and shows the image of the product. However, the layout on the first page can be considered effective because the image covers 60-70% of the area while the copy covers the rest.
d. The photograph is atypical for an ad promoting a weight gain supplement. The person in the image does not have a lot of bulk, so the reader cannot see the results of using the supplement. The counter in the background is also ambiguous. It might be a scale showing weight gain, but it also resembles a car’s speed meter. Because the purpose of the image is not clear, the reader wonders whether the image symbolizes speed (i.e. fast weight gain) or how much he will weigh after taking the product.
e. The red color brings out the text when compared to the gray background imagery, so it draws the reader’s attention to the desired information. The color is well-chosen because it symbolizes energy, strength, and power.
5. The ad is well-designed, but it cannot be considered effective because it could benefit from better imagery and consistency in the ad copy. The ad does not increase the desire for the product because it focuses on its features rather than expected results.
Figure 3. Ultimate Nutrition Advertisement.
DiagnosTechs Advertisement Review
General or special interest? Special interest. Well or poorly executed ad? Well executed ad.
1. The ad targets businesses.
2. The ad is national.
3. Purpose of the ad:
a. Product advertisement. The company advertises their service for evaluating adrenal functions.
b. The primary function of the ad is to persuade the reader to contact the company and request their services.
c. This is a commercial ad.
d. This is a direct action ad because it provides the reader with a call to action and contact information that enables prospects to reach an advisor or set up an account.
4. Creatives
a. The headline simply states “Assess Stress,” which attracts attention by increasing curiosity, so the reader wants to read on. The tagline further elaborates the service advertised and selects the reader by saying, “Promote patient health and well-being by evaluating how stress affects adrenal function.” Therefore, if the reader is a physician or alternative therapist, that reader will find the ad relevant.
b. The body of the copy is short, but it does differentiate the company from others by stating they use only non-invasive procedures. The call to action and contact information are made available to the reader.
c. The image and the company logo occupy approximately 70% of the ad while the copy covers the rest. Therefore, the layout can be considered effective.
d. The photograph shows a happy mature couple, possibly in their late 40s or early 50s. The image is effective because the reader will associate their happiness with the company’s service.
e. The ad uses various shades of green. The company provides saliva testing services, and because green is associated with safety, that color is very effective in increasing trust and credibility.
5. Although there is room for improvement in this ad (e.g. stating that the procedure is non-invasive in the headline), the ad is effective because it delivers a USP to the reader and improves company credibility by showing logos from various healthcare associations next to the words, “Quality Testing You Can Trust.”
Figure 4. DiagnosTechs Advertisement.
