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Palmolive Essay

1033 words - 5 pages

Rhetorical Analysis on vintage ads: Palmolive

Introduction: Vintage advertisements have been studied with the sole purpose of understanding the change in the customer profile with the changing times. An advertisement of 50 years ago would be a vintage advertisement at a time when technology was less advanced and it was the advertisement that created the brand value and was instrumental to the success of a product or the failure of. I have chosen the Palmolive Vintage to do a rhetorical analysis of because it is a classical advertisement of the conventional methods of creating advertisement campaigns and yet it still generates ...view middle of the document...

The models in the range of Palmolive advertisement campaigns have red lipstick on rosebud mouths which is the common sight of the type of woman in the 1950s in America. This shows that the average All American womanhood was the focus of the advertisement campaign.

The freshness of the campaign and the consistency of the campaign can be seen in the number of advertisements that were created in a sequence of a story. First the soap is sued and the texture of the skin improves. Second this makes romance blossom. Third, the relationship matures to holidays and togetherness. Fourth the prospect of success because of the confidence that is instilled in an All American woman using the Palmolive soap is the sequential advertisement campaign (vintageadbrowser.com, n.d).

The frequency and the regularity of the campaign shows ensured that the campaign remained fresh and appealing to the masses and the product was well entrenched in the market. Though the models in each advertisement are similar they are not the same. The status of the models keeps increasing from image to image of the Palmolive Soap campaign illustrating the success story that the Palmolive soap brings when it is used.

Effectiveness of the vintage Palmolive advertisement: The copy and the structure of the copy made the advertisement effective. From the advertisement copy of two Palmolive advertisements it is evident that the 1950s period was pre feminist period (library.duke.edu, 1950). The structure of the copy has the desired effect on the average American woman who was the target audience of the advertisement campaign. The copy of one Palmolive Vintage Advertisement is quoted: ‘Most men ask is she pretty, not if she is clever... ’the copy of another advertisement is quoted’ More piercing than the mirror …. Your husband’s eyes…’

Advertisement copy like this has appealed to the women population and made the soap popular and successful and the campaign launched the soap and positioned the soap effectively.

Visualization of the soap: Keeping the theme of the product in mind, the prominence in every advertisement was given to a beautiful young woman with the 1950s hair cut and red rose bud mouth, the status of the woman...

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