Fear Of Being Exposed: Ad Analysis

Ad Analysis Have you ever forgotten to put deodorant on before leaving the house? This is a common nightmare for both women and men; deodorant is a product used by most people on a daily basis. Advertisement for deodorant is diverse and competitive because of the high demand for this popular product. Secret deodorant is a common brand and I personally love it. Secret deodorant’s “ Fear of Being Exposed” advertisement was shown in the July 2010 issue of Glamour magazine. This ad was ultimately directed towards woman because it was shown in a magazine mostly read by women. I believe that Secret’s “Fear of Being Exposed” ad is persuasive to woman’s emotions; this ad uses repetition, association, layout, and stereotypes to grab the reader’s attention to the product. This ad was designed to sell Secret deodorant to American Woman. Secret uses association to capture the reader’s attention. Hugh Rank, an expert on persuasion, states that “association intensifies the audience’s interest by linking the product with something you already love and desire.” The main focal point of this ad is a beautiful, thin, and stunning woman model. In the ad the woman is walking away from the camera with her head turned back towards the camera. While doing this she is waving her silky gold scarf in the air, which exposes her whole back to the reader. Your
The brand name is used at different parts of the ad to constantly remind readers of the brand they are likely to buy. The word Secret is used twice in the description of the product, the background of the ad, on the deodorant itself, and next to the product the ad reads, “ New Secret Sheer Mineral, 24- hour protection that lets your skin breathe.” This repetition allows you to easily associate deodorant with