Ad #3: General Electric Lamps

Critical Analysis:

The target audience for this advertisement is married men ages 50-60. The cartoons depict a balding man who looks to be in this age group and also show a woman who is meant to be his wife.  A married man in this age range would relate to the cartoons and find them humorous. I think the use of cartoon images makes the advertisement very effective. The copy is in a very small font, so all of the viewers attention is directed at the pictures. The bright colors and distinct pictures make the storyline very easy to follow, and clearly shows why it would be beneficial to purchase a GE Lamp. This advertisement influenced pop culture because widespread electricity created many new products and opened up a new market.  

Comprehensive Analysis: 

In this advertisement, General Electric is selling GE Lamps. This ad was run in Life magazine in 1946. The unique selling proposition is being utilized in this advertisement. The ad claims that "Research is always at work to improve GE Lamps and make them stay brighter longer". This is a claim that all over light bulb companies could probably make, but weren't making at the time. The creators of this ad used the comic strip method to demonstrate why the lamps were necessary and to sell the product. They created a successful visual element. They also used Bernice Fitz-Gibbon's be specific-- it pays technique. The ad makers created a story with the comics that sold the product. This ad is also an example of a more soft-sell approach. The ad doesn't make any logical appeals, but is puts a "what if" scenario into the consumer's head that makes him think about why it might be beneficial to buy new light bulbs. This item would be important to someone in this time period because at this time, electricity was widespread and was available in houses. Light bulbs were necessary for clear sight. Bulbs would be important to consumers because they're easily replaceable and also easy to install. When a bulb burnt out, you'd just go to the store and purchase a new one. You wouldn't have to call an electrician, you could replace it yourself. There are no stereotypes portrayed in this advertisement.

Ad #2: Pepsodent with Irium

Critical Analysis:

The target audience of this advertisement is women ages 18-24. The headline of this advertisement reads, "Are your teeth alluring too?" The photograph to the left of the headline shows a beautiful woman that is clearly attracting a man. Like I said in my previous post, at this time in history women married at younger ages than they do today. The photograph along with the headline are meant to appeal to women in this age group who think they need more help attracting a potential husband. The overall layout of this advertisement makes it very effective in my mind. First, the headline along with the picture put the idea of a "filmy coating" in the readers head. Then the advertisement instructs the reader to do the "tongue-test", making the "filmy coating" a scary reality. In step two, the ad claims that the "filmy coating" hinders romance, and in step three the ad offers a solution to the problem: Pepsodent with Irium. The last thing on the page is a picture of the woman and the man kissing, and directly under the photo is a tube of Pepsodent tooth paste and a toothbrush, suggesting that Pepsodent is the reason for their romance. The layout of the ad indicates a timeline of events that leads to the woman's dream of romance. The advertisement utilizes popular culture by highlighting the superficiality of the era. People were very concerned with their outward appearance, and this advertisement plays off of that insecurity. It also utilizes pop culture by enhancing the idea that a woman's main goal at the time was to land herself a husband and become a home-maker. Pepsodent's concept in this advertisement was to relate the "filmy coating" of her teeth to a woman's inability to secure a husband, highlighting the importance of romance in the woman's life. 

Comprehensive Analysis: 

This is an advertisement for Pepsodent with Irium Toothpaste. It was published in Cosmopolitan magazine in 1941. One of the techniques used in this advertisement is constructive discontent. The advertisement focuses a lot on creating the problem ("filmy coating") instead of selling the beneficial qualities of the product. All the advertisement says about Pepsodent is that it will remove the coating. Another technique used is the symptom-cure formula. The advertisement defines "filmy coating" as an unattractive problem, and says Pepsodent with Irium is the cure. The advertisement defines a problem and offers the product as the solution. This product would be important to someone in this time period because of the societal connection between good hygiene and finding a husband. Single women would see this ad and immediately run to the store and buy new toothpaste in hopes of becoming more alluring to men. There aren't any stereotypes in this advertisement. 

Ad #1: Proctor and Gamble

Critical Analysis: 

The target audience of this advertisement is women between the ages of 18 and 24. This ad was published in 1939, and at that time women married at young ages. The ad says if you have rough hands and ugly hair you won't find romance or a husband, a message that would attract and scare women who's main goal was to marry and start a family. I think the picture of the woman caressing the man's face makes it a very effective form of advertising. It shows a woman with beautiful hair and pretty hands seducing a man. The photo reinforces the headline directly above it, which reads "Gorgeous Hair. . . Lovely Hands. . . with these a woman conquers!" The headline + the photograph make the ad very persuasive. I also believe that the limited-time offers make this ad effective. The discounts are highlighted in a bright red box, which immediately attracts the eye, and the idea of a "limited-time offer" creates a sense of urgency. The consumer has to go out and buy the product fast or else she will miss out on the deal. This ad influences pop culture by reinforcing the idea that the main goal of a woman's life should be to find a proper husband and start a family. The ad is basically saying that if a woman doesn't look her best, she'll end up alone-- a scary thought to a woman at this time in history.

Comprehensive Analysis: 

In this ad, Proctor and Gamble is selling Drene shampoo (special shampoo for dry hair and regular shampoo) and Danya new-type preparation for dry hands. The ad was published in 1939. This advertisement was published in the magazine Woman's Home Companion. The advertising style present in this advertisement is tabloid style. The main photo at the top, paired with the copy broken up by smaller pictures is a dead giveaway. The advertisement looks like a tabloid newspaper and endorsement in order to give the selling message more credibility. The advertising method used is definitely a soft-sell approach. The ad appeals to a woman's longing for romance and doesn't make any logical claims as to why a woman needs to buy the products. This product would be important to a woman in this time period because of the general belief that good hygiene and looks would land a woman a husband. The product would also make a single woman looking for a husband feel more self-confident. There are no stereotypes in this advertisement.