Has pain ever prevented you from participating in everyday activities? Well, Advil claims to make pain a “distant memory”. This particular Advil advertisement is published in the Southern Living magazine issue of September 2017. This magazine is targeted towards female adults that are living in the south. The Southern Living magazine has many advertisements for products such as sweet tea, cruises, patio furniture, and cosmetics. The Advil advertisement uses a few different appeals and techniques. The main uses of advertising techniques include nurture, lifestyle, intelligence, and escape. The main appeal used is pathological, but also uses an Ethical appeal. The use of these appeals and techniques provide a very intriguing aspect to the advertisement. …show more content…
The first detail to mention would be the use of a pathological appeal by using a father and his two daughters because that is a situation that consumers can relate to. Most people care a lot about their families and this ad is targeting that emotional aspect in people to make them feel that Advil will bring their family closer together. The father has a huge smile that portrays his life to be perfect and carefree. This is something that most Americans aim for and wish to have. Another use of appeal to pathos is the use of the words, “Strong” and “Gentle” because they are value-laden words that provide a lot of meaning to the viewer. Those words will allow the viewer to feel as if this product will take care of their every need in the most effective way. An example of an appeal to ethos would be the statement, “ That’s why doctors and patients have trusted it for over 30 years.” This claim provides a lot of credibility on behalf of the manufacturer. Consumers will be even more interested if there is mention of any kind of professional use or trust within the …show more content…
Many people in today’s generation can be so caught up with the “easy way out” of situations. Most are so used to having everything right at their fingertips. When someone does not get exactly what they want when they want it, they will most likely become impatient. This relates to the advertisement because Advil is portrayed as an “easy way out” or an escape of pain. Today’s generation opposes the idea of suffering to any degree. The manufacturer knows this about its target audience, so they use that to their advantage. They know that people want to find a way to numb the suffering that is brought upon them. Pain relievers are something that is still considered a recent discovery and were not accessible to the public many years ago. So, the fact that they are available now anywhere you may go, is convenient for the average American, since people will go to any extent to avoid suffering from