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The marketing cycle begins with a product that is created to meet a consumer's need. The most important rule in advertising is to know the product and the consumer, because advertisement is an art, and there are many ways to persuade. If an advertisement can reach to the emotions of the consumers, the product is sold. Consumers do not easily forget an advertisement for a product that touches their heart, makes them angry, or produces hysterical laughter. The emotional appeal in the Tropicana Ruby Red Grapefruit Juice advertisement, found in the March 1999 edition of In Style, sparks the consumers' interest by using human vulnerability.The physical appearance of the Tropicana Ruby Red Grapefruit Juice advertisement is a contrast of a bright salmon color and a variety of gray-purple tones. At first glance the background of the advertisement appears to be black and white. Just below center of the page is a white carton of Tropicana Ruby Red Grapefruit Juice tilted slightly towards the right. The carton is floating in a river of salmon grapefruit juice. "Tropicana" is printed at the top of the carton in green. Below the green text is "Pure Premium" printed in white in all capital letters on a thick green ribbon. "Ruby Red Grapefruit
This advertisement uses many different techniques to try to sell the product. Some of them are evident, but others are subtle. A common technique found in this ad and many ads is word fogging or doubletalk. This is when the ad uses words that do not give any information about the product. The use of "perfect" and "bliss" creates an emotional association with images, but it does not give any information about the product. The combination of these words and the image in the background represent what everyone truly wants out of life. Everyone desires some kind of bliss or happiness, and who would not take pleasure from being perfect? Many people associate a day in the wild, sitting next to a streaming river, with their dog to be the "perfect" day. A day of relaxation when one forgets of their problems and genuinely enjoys life. The dark tone of the photographic picture also adds to the brightness of the grapefruits. The grapefruit in the woman's glass is colored to associate it with the grapefruit juice at the bottom. The color also catches the consumers' attention and forces them to look at the background picture. The outline of the woman draws the focus down to the trail of grapefruit juice, which draws the focus again down. Following the straw down to the grapefruit also leads the focus back to the product. In the background of the advertisement is a photographic picture in different tones of gray-purple and white. The picture is of a middle-aged woman sitting on the rocky shore of a river. The woman faces the left side of the advertisement. The woman is sitting in an Indian-style position with her eyes shut drinking a glass of grapefruit juice. The only color portion of the photographic picture is the salmon colored grapefruit juice in the woman's glass. The woman wears a flannel shirt over a white tee-shirt while leaving her legs bare. Sitting in front of the woman is a golden retriever also facing left. The dog sits contently with its tongue hanging out of its mouth. The bright white carton draws
Some common words found in the essay are:
Absolutely Pure, Tropicana Grapefruit, Grapefruit Juice, Red Grapefruit, Bliss Available, , grapefruit juice, Pure Premium, ruby red grapefruit, Ruby Red, red grapefruit, ruby red, top carton, photographic picture, Tropicana Ruby, Original Concentrate, trail grapefruit juice, white carton, trail grapefruit, tropicana ruby, juice advertisement, halved grapefruit, tropicana ruby red, red grapefruit juice, creates imagery audience,
Approximate Word count = 1363
Approximate Pages = 5 (250 words per page double spaced)
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