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Ad Analysis

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Ad Analysis
The American Dream house isn’t a mansion, or a retro-modern loft in the city. The dream house is now a beautiful home in the suburbs where a mom can live with her children and the family pet. A house that is very organized, spotless, and can be a place where moms can relax. The most important aspect is the floor, where everyone in the house walks on. Floors get steam mopped, re-painted and waxed in order for it to stay spotless, shiny and perfect. In this advertisement from Better Homes and Gardens magazine, the company Pergo convinces moms that with any mayhem running around the house, moms don’t have to worry about them getting destroyed or stained on. Moms with Pergo flooring in their homes can have one less thing to worry about. Right in the middle of the advertisement there’s a cute little girl painting the nails of a Great Dane dog. Next to the girl a bottle of nail polish has been knockd over. She looks happy; She’s not even worried about the nail polish. The dog is looking straight at the audience, he looks tired. Above the dog and the girl you see a bold sentence saying “After a long day of running, he treats himself to a mani-pedi.” It states why the dog looks tired and tells the audience that he has run around all day so, like other days, it’s time to get his nails done. In the background the viewer sees a mom re-arranging flowers, indicating that she likes to keep the house spotless. Then in the bottom there’s a story that says that Pergo, the dog, is very stylish and he likes using the house as a personal track. The floor can handle Pergo because they are scratch and stain resistant. The floors will always stay gorgeous. Then it finishes the story off with saying “And that’s more than we can say for the rest of the house”. The advertisement is claiming that moms who work hard to keep their dream house perfect don’t have to worry about anything destroying their floors because they will stay gorgeous, so they can maintain their dream home. The little girl in the advertisement is sitting on the floor on the kitchen. Most parents do not allow their children to sit right on the ground because they fear that the floor is dirty. Yet she looks like she always does this, and is even barefoot. The little girl is also very happy. Although she spilled the nail polish, she still has a young, care-free look on her face. Most children would have a face of fear or worry because they spilled something, but she’s not even bothered by it. The nail polish is red, which is one of the hardest colors to remove, and it’s still running down the floor. The lack of worry that the girl shows from not picking up the nail polish and sitting on the ground shows that even the girl knows that it won’t stain, so she doesn’t have to worry about it. She just continues doing what she wants to do, which is painting the dogs nails.
The dog in the advertisement is looking straight at the audience. The dog’s posture shows how he is tired. Above the dog there’s a statement saying “After a long day of running, he treats himself to a mani-pedi.” This explains why the dog is tired, but he’s relaxing now. The dog actually portrays most moms busy days. They run around making sure to send their kids off to school right, then go to work, pick up their kids, cook dinner, clean the house and do other chores. Then when they finally have time to relax they usually go to a spa and get a massage, or even manicures. Pergo, the dog, is who moms will be with one less worry in the house. The house in the advertisement is a house many moms envy. It’s a big open kitchen that is spotless. A cake is already made and decorated, fruits are in a large bowl and all the dishes are clean. The appliances are very modern, even though the rest of the kitchen feels very normal. Dark, wooden countertops that shine with a very pure, clean white cabinets to compliment them. The floor us bright and has no food or stains in them. This shows a home that every mom in America wants their kitchen to look like. Kitchens are considered a hassle to clean and in the advertisement it looks like it’s always clean thanks to Pergo flooring. On the bottom of the advertisement there’s a paragraph that says “What he lacks in grace, he makes up in style. Meet our puppy Pergo. The house is his personal track. Fortunately, our Pergo flooring is scratch and stain resistant. So it can handle anything this little bundle of fury dishes out. Whatever our pup manages to get into, the floors stay gorgeous. And that’s more than we can say for the rest of the house.” The font in this advertisement is small and white, which relaxes the eyes. Also, it’s written in a way that shows that they’re friendly. It introduces Pergo the way someone would introduce a friend. Not only that, but it explains what happened before the picture was taken. The audience knowns that he, in fact, runs around the house all day but Pergo flooring is prepared to handle him. Pergo the dog is a big dog to portray any big mess that could happen. This convinces moms that if the mom in the advertisement is in the back, care-free and doing something other than taking care of the obvious mess happening in the kitchen, that they can also be care-free and and trust Pergo flooring. The atmosphere in the advertisement feels like a normal day. The mom and the girl are wearing every-day clothes. The kitchen is clean, but it doesn’t look like there’s anything special occurring that day. The lighting in the picture makes it feel like it’s a comfortably warm afternoon. This explains that the mayhem in the picture is an every day thing, and even with it, the house still feels inviting and comfortable. The product in the advertisement is the floor, which is all over the picture. It’s a beautiful light-medium brown that shines with all the lights. It looks completely clean. It even looks brand new. The advertisement is claiming that part Americans dream house can be accomplished by owning these floors. This advertisement grabs the attention of moms all across America reading Better Homes and Gardens. Those moms have subscribed to this magazine for tips to achieve the American dream house. By looking at this advertisement they are captivated by the disaster that is occurring while at the same time envying the shiny floors. When those two come together, moms realize that they can achieve this type of floor by buying Pergo flooring, who has successfully convinced moms to buy their floors.

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