Ad #9: Scott Tissues

Critical Analysis:

The target audience of this advertisement is women ages 23-65. The target is women because of the pictures included in the advertisement. They are all of women who look to be about 23 years old. The age gap is so wide in the target audience because pretty much any women who looks at this advertisement will connect to it. Toilet paper is a pretty universal product and is a necessity for women at every age. This advertisement is very effective because of the photographs used. The main picture at the top shows a woman who is clearly worried about something. You can read her discomfort from her face, and she looks very unhappy. That image along with the statistic below it set the tone of the ad, and turn this problem into a health issue. The smaller images underneath show the different types of Scott Tissues being sold and the cheap prices they're going for. The advertisement establishes a problem and then gives the solution to the problem (along with prices) directly underneath. This advertisement utilizes popular culture by placing an emphasis on personal hygiene. Toilet paper is a necessity for cleanliness, and cleanliness was a main priority for people at this time. Advertisements like this one also established that toilet-tissue issues and irritation are widespread and shouldn't be something to be embarrassed about.

Comprehensive Analysis:

The product being sold in this advertisement is Scott Tissues. This advertisement is from the 1930s. One advertising method used here is the symptom cure formula. Scott Tissue turned toilet paper irritation into a disease, and advertised their product as a toilet paper that is absorbent, soft and chemically pure-- three criteria necessary to avoid irritation. Another method used was the slice of life approach. The advertisement is preoccupied with physical body suffering and discomfort. Scott Tissue actually created "Toilet Tissue Illness", a disease caused by extra harsh toilet paper. The advertisement spends most of its time selling the "disease" instead of selling the distinct product benefits. This advertisement definitely utilizes a soft-sell approach. The photographs and copy appeal to human emotion, not logic or reasoning. The photograph conveys discomfort and fear. The copy says that the irritation is a "serious danger", using a scare tactic to get the viewer to buy this safe brand of toilet paper.  There are no stereotypes displayed in this advertisement.