Advertisement plays a significant role in modern society. It helps businesses promote their products and services, and influences consumer behavior. However, not all advertisements are created equal. Some advertisements are more effective than others in influencing consumer behavior, while others may be unethical or misleading. In this essay, we will conduct a critical analysis of an advertisement example to evaluate its effectiveness and ethics.
The advertisement we will be analyzing is a television commercial for a brand of laundry detergent. The commercial begins with a montage of people wearing white clothes, interacting with each other in various settings such as a park, a beach, and a concert. The voiceover begins with the phrase "Life is full of messes," and proceeds to list off various stains that the detergent can remove, such as grass stains, wine stains, and tomato sauce stains. The commercial then shows a woman using the detergent to successfully remove a stain from a white shirt, before cutting to a shot of the detergent's packaging and the tagline "Life is messy. Keep it clean with [Brand] detergent."
First, let's evaluate the effectiveness of this advertisement. One of the primary goals of any advertisement is to persuade the viewer to purchase the product being advertised. In this case, the commercial does a good job of demonstrating the efficacy of the detergent in removing various types of stains. By showing the detergent successfully removing a stain in action, the commercial effectively conveys the message that the product can handle a range of messes and is worth purchasing.
The use of the montage at the beginning of the commercial is also effective in setting a positive, upbeat tone for the ad. By showing people enjoying themselves in various settings, the ad effectively conveys the message that the product can help keep clothes clean and fresh, allowing the user to focus on enjoying life rather than worrying about stains.
However, the commercial could be improved in a few ways. One potential improvement would be to include more diverse representations of people. The commercial only shows white people, which may not be representative of the brand's target audience. Including a more diverse range of people in the ad could make it more relatable and effective for a wider audience.
Now let's examine the ethics of the advertisement. One potential ethical issue with the ad is its use of the phrase "Life is full of messes." While this phrase may be intended to be a catchy tagline, it could also be seen as promoting a negative or cynical view of life. Instead of focusing on the positive aspects of life, the ad seems to be implying that life is inherently messy and difficult, and that the only solution is to use the advertised product. This message could be seen as harmful, as it may reinforce negative thinking or discourage people from finding joy in life.
Another potential ethical issue is the ad's use of the phrase "Keep it clean." While this phrase may be intended to promote the use of the detergent, it could also be seen as promoting a narrow, perfectionist view of cleanliness. This message could be seen as harmful, as it may pressure people to constantly strive for perfection and create unnecessary stress or anxiety.
Overall, the advertisement we analyzed is effective in demonstrating the efficacy of the detergent and conveying a positive, upbeat tone. However, it could be improved by including more diverse representations of people and by avoiding potentially harmful messages about the messiness of life and the importance of cleanliness. As a society, it is important to critically evaluate the advertisements we encounter and consider their potential impact on our thoughts, feelings, and behavior.
