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Purpose: Your goal in this assignment is to analyze an advertisement and describe how it works as an argument — then alter the ad to change the argument it makes. Describe what difference your changes make to the ad’s message.
“Aging seems to be the only available way to live a long life”. Kitty O’Neill Collins. Aging is natural process in everyone’s life that brings with it physical changes. When we think of getting older we think of health issues and impediment. However, health issues can be avoided with a healthy diets exercise and healthy life style. What cannot be change are the evident wrinkles and dark spots that come with ageing. Olay is company that has created a business around the insecurities that women face as they age. Wrinkles, dark under eyes, age spots are some sign of aging and scream out a person’s age. Olay products specifically the Pro-X line promises to stop and reverse the signs of aging by eliminating the imperfections that are apparent in our skin as we get older.
The ad for the Olay Pro-X line advertises that in 28 day there will be a noticeable difference in the appearance of the clients skin. According to the ad “New Pro-X doesn’t just stop aging and smooth out wrinkles it reverses aging completely” aging is expressed as an ugly phase in our life that needs to be avoided. In order for Olay to cell their product they need to convince there audience that aging is negative unflattering and should not me easily accepted because they sell the products that will eliminate the sign of aging. The ad promotes three products the first product is an under eye serum, the second is a wrinkle smoothing cream and the third is a age repair lotion the fact that this third product is called “age repair” implies that the signs of aging are a defect that should be fixed. Moreover, the ad is exaggerated and untruthful instead of using the image of a young woman they use the face of a female baby. The purpose of using the face of the baby is to tell their audience that this products will make their sin look as flawless as the skin of a baby.
The Olay product are usually intended to appeal to female customers because in their TV commercials and the ads in magazines the models are always women. According to the article “Why women should care about their looks” “The brains calculate your value in terms of age, social standing and how approachable you are within thirty seconds or less”. Woman are more susceptible to buy products that will change their appearance because of the need of feeling their best. Precisely this is what the Olay company target the need to look youthful and radiant because is when women feel their best. The same article states that feeling attractive helps in feeling more confident and helps us throughout our lives “No matter how shallow and unfair it is, attractiveness factors into most parts of our lives, including hiring and promotion decisions” . The newest Olay slogan is “Help Promote Younger – Looking Skin” tells the costumer that it’s not okay to look old but in fact to encourage others to look younger.
For this ad I only changed the text. The original ad is unrealistic because it implies that by using the product user will achieve the skin completion of a baby. I choose this ad because in there attempted to make consumers believe in their product they also offend the consumers intelligence. I changed the text of the ad to ridicule it even further and make it sound even more unrealistic and hopefully somewhat funny. There was no need to change the images because my purpose is to state the same message of the ad but in a more direct way. (Changes were made in the ad but not included in essay.)
The Olay company exist since the 1950’s and has dedicated to sell skin care products to improve the appearance of women. This company maintained there business by commercializing femininity “Graham wanted to create a new beauty product for his wife – one that could not only moisturize her skin and leave her feeling beautiful and feminine”. There is nothing wrong with wanting to feel beautiful and youth full in fact is encouraged by psychologist Marcia Reynold because feeling good in the outside helps us feel more confident. However, what is wrong is for skin care companies like Olay to sell falls expectations. In order to sell their products Olay exaggerates the benefits the product really has. Olay also creates a unrealistic concept of how youthful a grown person can really look. Meaning that by telling people in this case women that no matter their age that by buying their products they will be able to look as young as baby is impossible. With this dishonest tactic Olay creates even more insecurities in women because they will feel that their skin is far from being perfect instead of accepting and embracing how they look.
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