I was flipping through my mom's old Real Simple magazines trying to find some ads for this media blog. I came across this ad for Jergens' Ultra Healing, Extra Dry Skin Moisturizer. I'm assuming that this ad is supposed to be a before and after picture for the use of this product. I noticed the lighting in the before picture is very harsh and it makes the skin look even drier, whereas if the before picture had the same lighting as the after, the dry skin would probably not look as harsh. I'm sure that the after picture wouldn't look so shiny in the harsh lighting from the before picture also.
I also noticed the colors in this picture were very related to the bottle of this moisturizer. In the after picture, the model is wearing the same yellow shade that is on the bottle of Jergens. The green color on the moisturizer is matching with the green at the bottom, and the white from the bottle is worn by the model in the before picture. I think this is important that they used variety of colors with the colors that were on the bottle because it makes the ad look more clean and not overdone. The colors are picked precisely to make this look right.
Dry Skin vs. Divine Skin. By looking at the before and after picture, I'm sure all of us would prefer to have this divine, or heavenly looking skin instead of dry and old looking skin. The connotation of dry is related with a bad or old sound to it while divine is almost like a shiny or a fancy word. I think that the connotations of these words are important with our perception of what this product will do to make your skin appear the way it sounds.
This product doesn't just hydrate your skin, it instantly doubles hydrates your skin! I noticed that this ad is using a lot of weasel words like instantly, and double, which romances the product, making it sound better than any other. They also use the word visibly--in a clinical study, 100% of women saw visibly moisturized, smoother skin. Even though dryness isn't visible, it doesn't mean that there is none! We can feel dry skin, but this product just makes skin visibly moisturized. The choice of words hides the meaning, making it seem like it makes dryness go away, but it isn't guaranteed.
This product also uses Facts and Figures by saying that 100% of women saw visibly moisturized, smoother skin. By using an actual percentage, instead of saying that all women who used this product, it makes it sound less vague and presents the product in a better manner. Also, by stating this, the ad basically states the audience this ad is presented for--women.
I'm sure that many other people who weren't studying ads to the detail that I was, probably would find this ad very convincing.
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