This Proactiv advertisement is targeted at females, and is advertising their new three step product. It may be published in a magazine or as a poster or flyer. This ad uses strategic features such as star power, colour, font sizing, positive connation and omission to persuade the target audience into buying, and using the product.
Proactiv’s ambassador, Katy Perry, is featured in this advertisement. She is seen in the background of the advertisement, as well as featuring in the text below. The text quotes “When it comes to breakout’s, Katy Perry is not polite. She fights back with NEW Proactiv®” This stated to demonstrate to others that may be weary of the product that, if Katy Perry uses it, it must be an adequate product, and therefore, feeling secure, purchases the product. The use of Star Power is a profit towards Proactiv as they know that our society feel safer when our superiors (in this case, celebrities) use everyday products, which enforces the purchases and positive recommendations.
This products’ main colours are green and white, however, they not features often in this advertisement, with the advertisers choosing to focus more on the colour of the ‘free’ book, which is orange. The colour orange is used in the circle in which the price of the product is within, as well as the colour of Perry’s hair piece and to underline the words ‘Faster’ and ‘Gentler’. The use of the colour orange re-enforces the products ‘free’ bonuses, making it more appealing to the audience. Also, the background of this advertisement is grey, and gets lighter towards Perry, drawing the target audiences eyes towards her face, making it seem as if she is giving of a natural and healthy glow, which may be what the audience wants.
The sizing of the font in this ad emphasises what the advertisers do and don’t want the audience see. The words “I’m not polite. I’m Proactive. ™” is big, bold and takes up most of the page, which subtly re-imposes how important it is for the audience to buy the product, as it will fight breakouts, making their face beautiful and clean, like Katy Perry’s. The words ‘Faster’ and ‘Gentler’, as well as being underlined in orange, are larger ten the majority of the other text, as well as being bold and in white, compared to the other text, which is small and in a more transparent colour. This is used to emphasise the new improvements made towards the product, therefore making it easier and more efficient to sell.
This products ad states that Katy Perry “fights back with NEW Proactiv®”, however, it only implies that this product is what makes her skin breakout free and beautiful. However, this may not be the case at all. You can clearly see that Perry’s face consists of various amount of make-up, consisting of eyeshadow, lip sick, foundation, and others, hiding her true face behind a mask of make-up. Therefore, the audience doesn’t realise that this is not her true skin. Her skin gives off a glow, which keeps the audience infatuated by her ‘natural’ beauty, which makes the product appealing towards the target audience.
Altogether, this proactiv advertisement is effective in making the audience believe that this product is high-quality and efficient. This advertisement uses Katy Perry as an influence to the female population, implying to them the type of skin they could have if they use this product. This advertisement is successful as it draws in the attention of the target audience, and keeps them engaged throughout the ad.