Advertisement Analysis     Schick’s advertisment            Lucile LEBLOND         School year 2011 - 2012
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To start, the product which is advertised here is a razor for men, the Schick’s new four-bladed razor: theQuattro. This ad...
On the one hand, we can guess that this advertisement targets men who want a soft skin after shaving andare in their thirt...
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Advertisement analysis

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Analyse d'une publicité anglaise pour des rasoirs.

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Advertisement analysis

  1. 1. Advertisement Analysis Schick’s advertisment Lucile LEBLOND School year 2011 - 2012
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  3. 3. To start, the product which is advertised here is a razor for men, the Schick’s new four-bladed razor: theQuattro. This advertisement is part of a larger campaign which is composed of three ads which are built inthe same way. The campaign was destined to be in the press magazine, maybe in men’s magazine like QG,Equipe, …The advertisement is composed of the colored picture of a woman. She is sitting at a table. Behind her, wecan see a white wall of bricks. She is holding a cup of coffee. She is probably having her breakfast. She is along-brown-hair woman in her early thirty. She is wearing a wedding ring and a top. She has a lot of markson her face, like she has been hurt by someone. Indeed, these marks seem to be bruises.On the main picture, at the center of the advertisement, we can read the catchphrase “The abuse muststop”. This message is written in black bold capital letters. The catchphrase is a little inclined and the “p” ofthe word “stop” is cut because a part of it is out of the page. The typography chosen for the catchphraseand its position appeals us. In fact, our eyes are always attracted by what is on the center of a picture.That’s why the advertiser chose to put it here.Below the catchphrase, and especially below the word “stop”, there is the logo of the razors’ brand: Schick.The logo is composed by two razors that intersect like swords. Below the logo there is the slogan of Schick:“smoother shave for men”.At the first read, this advertisement seems to be an advertisement against domestic violence, because ofthe catchphrase and the marks on the woman’s face. People understand that the sitting woman is batteredby her husband and the marks on her face are bruise. We can think that the catchphrase asks us to dosomething to stop that. But when we see the logo and the slogan, we understand it in a second way.Indeed, the catchphrase is a pun on the word “abuse”. We expect the abuse is the fact that the man hit thewoman but, actually, the abuse is that the man doesn’t use Schick’s razor so his beard irritates the skin ofthe woman. Thanks to the slogan “smoother shave for men” we can deduce that the man doesn’t use hisrazor often because when he shaves his beard the razor irritates his skin so he prefers not to not shaveevery day. And, when he kisses his wife, his beard hurts her skin. 2
  4. 4. On the one hand, we can guess that this advertisement targets men who want a soft skin after shaving andare in their thirty’s. On the other hand, I think it also targets women who want smooth skin for theirhusband. At more, women take decisions in shopping matter, so advertisers have to convince both of them.This advertisement plays with the reader. At first, it shocked him showing him a picture of a batteredwoman and saying that hitting women must stop. Then, it makes him laugh because he understands thathe misunderstood the advertisement. The woman’s husband goes to a brute who doesn’t care of his skinand injuries his wife because of that.This advertisement appeals to different fundamental instincts: first, responsibility, men don’t want to beresponsible of women’s injuries so they have to use Schick’s razors not to hurt their wives. This ad impliesthat, by using a Schick’s razor, you will have a soft skin and you will not irritate your skin and your wife’sskin. It also appeals to self-satisfaction: if you use a Schick’s razor you will have a great skin and you wifewill be happy to hug you because you will not irritate your skin.The main goal of this advertisement is of course to sell Schick’s razors using humor. Instead of showing thepicture of a razor and saying with a caption how efficient it is, the advertiser chose to show what happenwhen men don’t use Schick’s razors and to say stop to it. The ad cleverly links the irritation on the woman’sskin to a form of abuse like domestic violence.To conclude, we can say that this advertisement is very efficient because it catches our eyes because wefeel empathy for the woman. Then we understand the second meaning of the ad and it makes us laugh.Instead of showing the razor and its qualities, Schick decided to promote it with humor to stand out fromthe competitors. 3

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