This is a Crest 3D White toothpaste commercial featuring Shakira. This advertisement is targeted at anyone who's dental care isn't at its best and are interested to have whiter teeth in order to feel comfortable. It is applicable to people of any age and gender since the product is advertised in a playful matter. Moreover, featuring Shakira in this commercial implies that the larger audience could possibly revolve on the Shakira fan base.
Ethos -Featuring Shakira in this ad enhances the credibility of the author. Shakira has grown to now be a popular figure with quite a large fan base in which many of these fans look up to her, and want to look like her. The video shows the pretty side of Shakira, which is all due to the Crest 3D White toothpaste. As Shakira is looked upon as a common role model, the audience will believe that this is a reliable product and that if they use this toothpaste, it will give the same results as it did with Shakira.
Pathos -The voiceover of this commercial implies that when using Crest 3D White toothpaste, your smile will ''reveal your playful side'', it ''amplifies your creative side'', and shows ''your sophisticated side''. At the end of the commercial it is stated that ''life opens up with a whiter smile''. Many people who have insecurities will easily be sold by these statements. It implies that once you use this toothpaste, your Crest 3D white smile will make you feel just as confident as Shakira in this ad.
Logos -Towards the end of the commercial, it is stated that the Crest 3D White toothpaste ''removes up to 90% of surface stains in 5 days''. Also, it is said to ''whiten your teeth in just one day''. These statistics imply that the product will give immediate results. They are used to persuade the audience in order to buy the product as fast as they can in the hope to feel or look like Shakira.
Nice analysis, but what are some of the appeals used in the video, aside from pathos logos and ethos?
ReplyDeleteAnd while the video does provide those logos statistics, how credible is the information?
Very interesting that you argued that the target audience is insecure. Looking at how the advertisement was structured, it does seem to try to capture people who are looking for a quick 'miracle' solution.
ReplyDelete