Ad Analysis – Long Life Satin Finish Floor Cleaner And Gloss By Nova Published In The Ideal Home Magazine In The United Kingdom
The European house of dreams is not a big mansion, or a modern home with the perfect amenities. But in fact it is a picturesque home in the country side where parents can live with their children in peace. The more comfort the home is able to offer the better but that is not what brings joy to the family. The fact about staying together with the children and the pet and being happy in the home, having peace instead of chaos is the secret to a happy home.
This advertisement is found in the Ideal Home Magazine published in the United Kingdom. The company Nova has advertised for its floor cleaning product which is the Long Life Satin Finish Floor Cleaner and Gloss. The magazine is popular amongst mothers who like to read about various articles about do it yourself creative activities to make the home better. The advertisement makes sure that the mothers are convinced that even though there is chaos created by the children and the pets in the house they will not have to worry about the getting stains on the floor. The mothers that have this cleaning agent can let the mayhem continue without being hassled with the cleaning or polishing of the floors. And the floors shine through and through.
In this advertisement, you can see a spacious, clean and well organized home where the mother is not constantly hyper about maintaining the aspects mentioned. It is not that mom’s love cleaning all the time, but they care about the appearance of the home and how guest perceive it. So it is difficult for them to put their feet up and relax if the house is not tidy. And within cleaning the most difficult is the scrubbing of the floors and keeping them clean. It is potentially back breaking work. Everyone steps on the floor and to keep it perfectly clean and shiny various techniques of cleaning, mopping, steaming, repainting and waxing are adopted.
In the center of the advertisement is the picture of a cute little girl of about 7 years of age. She has a mischievous grin on her face that makes you feel like you should check on what she is up to but in a manner that you will not end up scarring her. A feeling of wanting to protect her is invoked on just looking at her picture. She is sitting on the shiny wooden floor with no footwear and cross legged with a big Dane dog by her side. She appears to be painting his paw nails with a bright red nail polish. But the bottle of the nail paint is tripped over by her side and nail paint is spreading on the polished floor. The dog who looks tired is looking straight into the camera and the caption reads, “In the mayhem of everyday life, you need to treat yourself with a mani pedi every now and then”. This explains as to why the dog has a tired look, because he has been running around due to the mayhem of everyday life and now he is getting himself treated to a manicure and a pedicure. The mother who is pregnant is in the background continuing with the work that she is doing, knitting. She is not fretting about the split nail polish as one would expect in this scenario.
The fact that the floor is already shining shows that it is usual in this household for the floors to be clean and shiny. The mom is not worried or chasing the pet and the child who are clearly making a mess on the floor because it is just so easy to clean it and bring the gloss back on the floor with the use of the Satin Finish Gloss. This gloss makes the floor scratch and stain resistant which can easily endure the dog running in the house and the little girl spilling a bright red nail pain on the floor. Another notable fact is that the child is not wearing any footwear and is comfortable sitting on the floor. This is to bring out the quality of the stain cleaner, of it being safe for use that children need not be shielded from it. The dream house for the mother can be kept perfect with this cleaner which not only disinfects but also adds a great polish to the floors.
On the corner of the page is the story of the stylish dog who loves to unwind by getting a mani and pedi. The day full of mayhem for the dog actually signifies the busy day of the mother who has to cook and clean to run the household and to take care of the children. In this case the fact that she has to take care of herself is exaggerated because the mom is expecting her second child. Otherwise in the running about, mothers just forget about taking care of themselves. But for a pregnant lady, relaxing is important and she is not advised to work on rigorous cleaning. The fact that she is not required to be worried about the cleaning and polishing of the floor is because she has such a wonderful cleaner to assist her.
When the focus is on the girl you would also notice that she looks carefree too, just as children should be. She is not afraid of being barefoot or sitting straight on the floor. In fact she looks comfortable, as if she does this regularly. She is not fearful or hassled because the nail paint is spreading on the floor. That means that she is aware that her mother is not about to scold her for making a mess or sitting directly on the floor. This signifies that the product is child safe and brings confidence in parents who want to keep the house clean but so not want to expose their children to harmful chemicals in doing so. It also emphasizes on the fact that the cleaning is easy that even the child is carefree when playing in the house.
On the side of the advertisement is a big picture of the cleaning agent itself and next to it in small, white font is the detail about the product which reads that, “Nova Lifelong gives you a shinning, clean floor every time. It is easy to use and has no harmful chemicals. The shield is hardwearing which protects your floors against heel marks, dirt, water and wear. It requires less effort in application due to the high solid content. Marks and dirt are removed easily and effectively.”
This advertisement is grabbing the attention of parents who want to clean their floors to give it a shiny polished effect but without adding any chemicals that will hurt their family. This advertisement highlights the mayhem of the everyday life of a housewife whilst also reflecting the peace that is brought about due to the use of such a high quality floor cleaning and polishing agent. The mix of the two is understood perfectly by stay at home mothers and parents in general.