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Palmolive

In: English and Literature

Submitted By jhill
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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 interest among people to use the soap today based on the curiosity generated by the vintage advertisements of the Palmolive soap decades ago (Thomas, 2008).

Research Statement: The Palmolive Vintage advertisement was one of the most classic advertisements that launched the Palmolive Soap and made it a runaway success. The success of the advertisement campaign has managed to generate the attention of people even now 50 years later about the soap.

Analysis of the vintage advertisement: This advertisement is based on the two concepts of advertising capture. It is capturing the target audience with logo awareness or with emotion. 1950 was a growth period for American history with the economy expanding and there was economic improvement which meant that the spending power of the population had also increased accordingly.

The advertisement campaign is targeted at the women consumers and the vanity of a woman. Every woman wishes to look beautiful. The advertisement promises the beauty only if Palmolive soap is used and a minimum of 14 days is used to see a visible difference in the texture of the complexion. The advertisements were methodical and thought out realistically. Some of the...

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