How Does Dr Squatch Use Persuasive Techniques In Advertising

In the 1970s, the average American was exposed to around 500 ads per day, whereas now we see about 5,000. These numbers continue to rise as technology advances, giving advertisers simpler ways to deliver ads to a specific audience. Advertising is a form of communication that aims to persuade an audience to purchase products. Producers use a variety of techniques to create ads that are engaging, memorable, and effective. These techniques can range from emotions to logic, and a variety of others unnamed. Successful advertisements appeal to viewers’ wants and needs through persuasive techniques. In the 2021 Super Bowl ad, “You’re Not A Dish,” Dr. Squatch works to promote their product through a compelling, high-energy commercial. The ad begins

Catchy phrases can catch the attention of many; utilizing memorable wordage can increase the chance that viewers will remember a product. By imprinting a phrase into customers' minds as well as appealing to their desires, Dr. Squatch was able to create a successful ad. The producers use wording such as, “Men who like to feel good and smell, titillating” (20-23). Advertisers need to be able to catch their audience's attention with their choice of words. If people are looking away or on their phone during a commercial and hear something catchy, they will first look up to watch the ad. This could increase the knowledge of the product, based solely on phrases used. In this instance the advertiser uses “titillating” which could make a person look up to wonder what is making someone feel that way. Furthermore, a sexual appeal can help captivate and intrigue an audience. Many men wish to smell nice for women in hopes of gaining attraction. By appealing to this want, Dr. Squatch expresses that its product can help a man with his overall smell, which in turn will get women's attention. The need for attention “...is the need to be looked at. The desire to exhibit ourselves in such a way as to make others look at us is a primitive, insuppressible instinct. The clothing and cosmetic industries exist just to serve this need, and this is the way they pitch their wares” (Fowles 283-284). People have a strong desire to be seen and noticed by others. Since this desire is so high, industries create their products to make people feel more confident. Dr. Squatch works to entice its viewers by tapping into this desire, and offering a cure for it. The ad demonstrates how a man could get attention by giving the audience an example of a man who went somewhere he never thought he would go completely naked. This event would draw attention, emphasizing the goal of the ad. In brief, the choice of words greatly affects the success of an