Vaseline’s story begins with Robert Augustus Chesebrough, the founder, finding inspiration through whale oilers. The oilmen smeared the whale oil on their skin to heal cuts and burns; ever since then Vaseline has been a major household brand. Around 1964 they released an advertisement featuring the Bollywood actor Prem Chopra. In this advertisement Vaseline employs the use of ethos, by displaying Chopra, and claiming he uses their cream, and logos, by claiming the cream will make you look cooler and smarter, and it lasts all day, as well as other visuals, to persuade young Indian men to purchase their hair cream so they can “stay cool… look smart.”
This advertisement features Chopra on the right side of the advertisement, taking up most of …show more content…
This serves as a celebrity endorsement to the product, which generally evokes perceptions of being similar to the celebrity if one uses the product. The advertisement even explicitly states “Stay cool… Look smart.... Be modern” under Chopra’s face, associating him with intelligence, modern-era, and being cool. His pleasured face and glossy hair indicate his satisfaction with the product and may even display its effects as well. The Bollywood actor also indicates that the target audience is primarily Indian, because others from different countries are unlikely to know who Chopra is.
Vaseline employs Logos as well, by claiming that their product will make you look cool and smart. One of the last things the eyes are drawn to is the phrase “stay cool… look smart… be modern” which implies that by using Vaseline’s hair cream you will do all of the things listed, which everyone wants to be. Therefore it would be smart and beneficial for customers to purchase and use their hair cream, thus appealing to their logical side, rather than emotional It employs no further use of logos through any statistics or information however. The advertisement also does not employ …show more content…
This ensures that people associate Chopra and his “cool looks” with Vaseline, due to the Primacy and Recency effects respectively. This can be unfortunate for any who dislike Chopra however, as they will be more likely to avoid Vaseline rather than consume it more, because they will associate the
This advertisement features Chopra on the right side of the advertisement, taking up most of …show more content…
This serves as a celebrity endorsement to the product, which generally evokes perceptions of being similar to the celebrity if one uses the product. The advertisement even explicitly states “Stay cool… Look smart.... Be modern” under Chopra’s face, associating him with intelligence, modern-era, and being cool. His pleasured face and glossy hair indicate his satisfaction with the product and may even display its effects as well. The Bollywood actor also indicates that the target audience is primarily Indian, because others from different countries are unlikely to know who Chopra is.
Vaseline employs Logos as well, by claiming that their product will make you look cool and smart. One of the last things the eyes are drawn to is the phrase “stay cool… look smart… be modern” which implies that by using Vaseline’s hair cream you will do all of the things listed, which everyone wants to be. Therefore it would be smart and beneficial for customers to purchase and use their hair cream, thus appealing to their logical side, rather than emotional It employs no further use of logos through any statistics or information however. The advertisement also does not employ …show more content…
This ensures that people associate Chopra and his “cool looks” with Vaseline, due to the Primacy and Recency effects respectively. This can be unfortunate for any who dislike Chopra however, as they will be more likely to avoid Vaseline rather than consume it more, because they will associate the