Persuasion in Advertisement–Proactive
http://www.toptenz.net/top-10-persuasive-tv-ads.php (copy and paste into URL bar)
This advertisement, that is linked above, is a Proactive commercial with Lindsay Lohan giving her personal testimony and support of the product shown. (It is #10 on the Top 10 most persuasive advertisements.)
To me, the claim being made in this advertisement is quit simple: buy our acne product. The reason behind this claim is that if you do your acne will disappear as if it were never there. The warrant in this advertisement is the assumption that no one wants to have acne. The reason that this advertisement is effective is because they use a very sensitive subject with people, acne, and give them hope for a miracle cure. By making the claim that you (the consumer) need to buy this product and giving a reason like “your acne will vanish”, the company has made a very compelling case because they can play with peoples emotions and feelings about the subject.
Attractive stats and facts they put in their commercials:
: 1. Lindsay Lohan uses it (meaning you can be beautiful like her)
2. They have 10 million customers worldwide (which means this product obviously works)
3. Named best acne treatment by Allure magazine (Positive publicity from a reputable source)
4. It was developed by “two Stanford trained dermatologists” (Stanford has a great reputation for academia, that means they must be good)
5. Last but not least, they claim Proactive is the “#1 Best Selling acne system in America” (According to whom?)
But clearly with the numbers shown, they have been very successful in accomplishing their goal.
Giggity