Ad #7: Kotex

Critical Analysis: 

The target audience for this advertisement is working women ages 21-27. Women in this age group are of a working age, and would see themselves in this advertisement. They would empathize with the anecdotes and scenarios in the advertisement, and the ad would be particularly effective on them. I think the story-line and different colors make this advertisement a particularly effective form of persuasion. The "story" in the advertisement is easily relatable to women in the target audience of the advertisement. The story of the secretary almost creates a bond between the reader and the story, and generates a sense of trust in the secretary. The colors are very attention grabbing and make the advertisement stand out. Her physical appearance also makes the advertisement very effective. She doesn't look uncomfortable or in any pain. She is going about her day as if nothing is wrong. This message influences pop culture because of societal emphasis on hygiene. Kotex allows a women to go on with her life during "that time of the month" in a hygienic and clean way. She doesn't have to put life on hold during that time, which is especially helpful for women with jobs. 

Comprehensive Analysis: 

This advertisement is selling Kotex Sanitary Napkins. It was published in Motion Picture magazine in 1939. One of the advertising methods used in this ad is the friendly advisor method. The secretary in the advertisement acts as the "personality" or expert that gives the advertisement a more personal touch and friendly vibe. The secretary seems like she generally cares and wants to make the viewer more comfortable and happy by endorsing the product. Another method used is editorial style. The female point of view is clearly evident, and the copy in the advertisement focuses on the hopes and dreams of the target audience. It is a gentle-sell approach that gives specific reasons why a woman should use Kotex. This item would be important to women in this time period because of hygiene and personal health. It would be important to women in social situations as well. They would feel more comfortable and less paranoid that something would go wrong. They could go on with their social and work lives with less worry. There are no stereotypes portrayed in this advertisement.