Proactiv Solution is a company that distributes skin-care products. This company is most known for their anti-acne products because of their copious amounts of advertisements. Since Proactiv is heavily promotes anti-acne, their target audience for their advertisements would mainly be teenagers. Proactiv’s advertisements are mainly endorsed by several famous celebrities. For instance, the most recent advertisement features actress Julianne Hough endorsing Proactiv's Acne System. In the advertisement, Hough exclaims that she “[has] been a proactiv customer for almost ten years, and it still amazes [her] that people still ask ‘does that stuff really work?’” (Proactiv). Hough then proceeds with proclaiming how effortless and efficient Proactiv’s
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These celebrities are given a compensation of approximately $3 million for promoting Proactiv. Utilizing a celebrity spokesperson is a frequent technique that Proactiv uses. This is more commonly known as a testimonial, which “feature[s] an authority who recommends a product or service” (Courtney 2). Alternatively, Proactiv incessantly uses the celebrity appeal technique to make the consumers believe that if they use their product, they would obtain the glamour of a movie star, and in turn the audience would “transfer admiration or respect for the celebrity to the product” (APTA 1). Incidentally, advertisers fail to mention all of the editing and enhancements that is done to the celebrities on the commercials. Most consumers tend to overlook this factor when purchasing Proactiv’s …show more content…
Loaded language is the use of “positive or negative connotations to describe a product” (APTA 1). In the advertisement, Hough describes the product as “easy and works well”. She then begins to get in touch with the audience by exclaiming that Proactiv will place their acne problems in the past. As well as, accentuating words such as, ‘still’, ‘relieves’, and ‘wow’, to elicit the efficiency of the Acne System. Utilizing this technique would further induce their audience to buy their product because “the words appeal to their consumers’ emotions, rather than their reason” (APTA 1). Coincidentally, the advertisement uses the “accompanying copy, or written message”(Courtney 2) of a testimonial to further subdue the audience to procure their product. The advertisement for Proactiv further convinces its audiences by promise of an end to their acne just by utilizing their
These celebrities are given a compensation of approximately $3 million for promoting Proactiv. Utilizing a celebrity spokesperson is a frequent technique that Proactiv uses. This is more commonly known as a testimonial, which “feature[s] an authority who recommends a product or service” (Courtney 2). Alternatively, Proactiv incessantly uses the celebrity appeal technique to make the consumers believe that if they use their product, they would obtain the glamour of a movie star, and in turn the audience would “transfer admiration or respect for the celebrity to the product” (APTA 1). Incidentally, advertisers fail to mention all of the editing and enhancements that is done to the celebrities on the commercials. Most consumers tend to overlook this factor when purchasing Proactiv’s …show more content…
Loaded language is the use of “positive or negative connotations to describe a product” (APTA 1). In the advertisement, Hough describes the product as “easy and works well”. She then begins to get in touch with the audience by exclaiming that Proactiv will place their acne problems in the past. As well as, accentuating words such as, ‘still’, ‘relieves’, and ‘wow’, to elicit the efficiency of the Acne System. Utilizing this technique would further induce their audience to buy their product because “the words appeal to their consumers’ emotions, rather than their reason” (APTA 1). Coincidentally, the advertisement uses the “accompanying copy, or written message”(Courtney 2) of a testimonial to further subdue the audience to procure their product. The advertisement for Proactiv further convinces its audiences by promise of an end to their acne just by utilizing their