Advertisers use a variety of techniques to modify our thoughts, beliefs and actions. One such strategy is the source used to transmit their message. We, as consumers, judge the source and formulate an opinion about the product based partly on their representation of it. There are three main categorie

There are several other components that are used to analyze a source in an advertisement. One of the source characteristics is attractiveness. In our society, it is an unspoken fact that, what is pleasing to the eye has more value. Meaning, the more relative attractiveness sources have determines, in part, their effectiveness. The source in this ad is of average attractiveness. However, her overall appearance is polished. Her hair is neatly done in a contemporary style, she is well dressed in a casual way and has very natural make-up on. She is a typical young woman, offering advice on a birth control method that will help your complexion too. Her attractiveness is also a part of the degree of similarity she has to her intended receivers. Similarity is important because the product will be more easily accepted and adopted if the consumer identifies with the spokesperson. If the consumer relates to the source, the message given by the source becomes more relevant. It is for this reason that ads are becoming increasingly targeted at a specific audience (Ross Altarac, 1999). Attractiveness and similarity are valuable in establishing the capability of the source in delivering an effective message to consumers.

Message strategies are tools used by advertisers to persuade consumers and to effectively promote their product. Some are designed to accommodate this theory of specificity. There are two routes an advertiser can take in the persuasion process, central and peripheral (Donnerstein, 1999). In this ad the central route is used, making what is presented more important than who is presenting it. The audience is more critical of persuasive appeals because they have some knowledge of the product, and so they think carefully about the message. In this ad, the message focuses on the phrase, "If you decide to take the Pill, why not take the only one that helps your skin look better too?" They need to convince their consumers that there is some benefit to using their product. This "reward for behavior" technique is a prosocial Behavior-Alteration Technique. The prosocial technique is defined by messages of a certain kind, congruent with the message presented in this ad, that motivate people to yield to a particular influence (DeFleur, Kearney & Plax, 1998). Messages include phrases like, "It will help you" and "You will get a reward if you do"(DeFleur, Kearney & Plax, 1998, p.297). In this ad, the benefit of using Ortho Tri-Cyclen is better looking skin. It is a very rational appeal. In lecture, Shari Ross Altarac addresses Maslow's hierarchy of needs, and how ads address people at different levels. According to Maslow, people are inclined to satisfy the lower level needs first. This message is directed at more than one level on Maslow's diagram, Safety needs, and Social and Esteem needs. The use of the Pill in any case concerns safety needs, and the security of having protectio

Some common words found in the essay are:
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Approximate Word count = 1970
Approximate Pages = 8 (250 words per page double spaced)