Advertising Summary 2

Kristin Wyatt
Dr. Baar
University Writing
30 Sept. 2010
Pure Silk Moisturizing Shave Cream
Advertising is seen in all types of media such as commercials, billboards, newspapers, magazines, and online.   Pure Silk moisturizing shave cream is advertised in the October 2010 issue of Ok!Weekly magazine.   The full-page print pictures a young woman sitting on a pier enjoying a warm summer breeze over the ocean.   Her body position accentuates her long silky smooth legs.   The text across the top of the page endorses “For legs like silk”, which associates the silky smooth legs of the woman to Pure Silk moisturizing shave cream.   Smaller text appears in the lower right hand corner that claims, “Soothing aloe and emollients help prevent nicks and cuts and magnificent moisturizers for legs that look and feel like pure silk” (Barbasol).   Many of Jib Fowles Advertising’s Fifteen Basic Appeals are applied to ads to “pull our psychological levers to influence us to buy (or think favorably of) their products” [   (Behrens and Rosen) ].   The appeal of aesthetic sensation, attention, and need to escape attract the consumer to the experience of Pure Silk moisturizing shave cream.
Limited to only visual communication, print advertisements must be appealing to the consumer’s eye to be just as effective as other types of media.   Product placement, color choice, and balance play a significant role towards creating a positive response about the product.   “Advertisers know there is little chance of good communication occurring if an ad is not visually pleasing” [   (Fowles) ].   The Pure Silk ad captures the consumer’s attention by picturing an attractive woman wearing a yellow bikini covering one side of the page.   The product is exaggerated to a much larger scale then placed next to the woman's legs to provide balance to the rest of the ad.   By emphasizing the size of the product, the consumer is able to notice what makes the woman so desirable.   The consumer begins to make the link... [continues]

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