Brand of disposable diapers made by Procter & Gamble Specializes in disposable diapers for newborns to “larger” toddlers, and every age and size in between Luvs is the leader in the development of a cost-effective agent that can be included in the molecular structure of the plastic diaper to cause it to disintegrate upon extended exposure to environmental elements The constant production of quality products and the environmental developments by Luvs have promoted significant changes in the disposable-diaper industry and how the company is viewed by consumers
In 2011, Luvs was ready to launch their “revamped” disposable diapers In order to get the word out about their new diapers, Luvs created an “innovative” television campaign This is the first time Luvs used animated infants and toddlers instead of real infants and toddlers The campaign name was, “Poop, There It Is”. The campaign revolved around a “heavy dooty” pageant -- Numbered infants and toddlers each took their turn on stage “filling up their diaper” There was extremely upbeat music playing the entire length of the campaign, creating a fun and lively feeling. The colors throughout the campaign were vivid and enticing. The attention to detail was esthetically pleasing. There was attention places on “modern” technologies and trends. There were an equal amount of boy and girl infants and toddlers, as well as infants and toddlers of all ethnic backgrounds.
Initial Thoughts: › Creative, funny, childish, lack of maturity, who is the target audience?, too much animation, where are the parents?, why “poop”? What exactly is being sold? Overall, that was really bad Likes: › Playfulness, music, colors, detail Dislikes: › Fully animated, the “poop” aspect, the full diapers, lack of parents, the general idea, approach with the “poop” is disgusting and offensive, way too straight on with the whole commercial focusing on “poop” filled diapers Ending Thoughts: › Needs real babies, needs adults, needs to show what they are selling, needs to reach a broad/wide range audience, needs a focus, needs detail, needs more information, tons of room for improvement, the “poop” makes it offensive
The Product › What is our product? › Why is our product useful or important? The Target Audience › Who is our target audience? › Why are they our target audience? The Diaper Industry › Billion dollar industry › Potential for growth is huge Persuasion › What is persuasion? › How does persuasion work? Other Key Elements › Understanding rhetoric in advertising › Understanding critical/cultural studies when it comes to advertising
“Heavy dooty” ultra leak-guard disposable diaper ranging in size from a newborn to a “large” toddler, and every size in between. Innovative in their sizes, shape, feeling, coloring, and materials used. Not only important to the diaper industry, but are important to whoever buys them, and are especially important to the infant or toddler wearing them. These diapers are supposed to “protect” the infant or toddler. They are supposed to be leak-free and extremely comfortable. Price and quality matter!! Luvs has remained in business because the people buying their products, whoever they may be, know they can depend on the product. Luvs is known for having high quality disposable diapers at a very low price. This combination creates customer loyalty, and creates competition in the diaper industry. Defining the product, and its aspects are key to designing a campaign that showcases the product. You want your target audience to see the ad, and then when it comes time for them to make a decision in the isle, they choose your product over everyone else. You want to show all the ways your product is special, and why someone should pick you.
According to the latest figures from the Juvenile Products Manufacturers Association (JPMA), sales of infant products have topped the $1.6 billion mark The diaper industry is topping the $3 billion diaper industry Altogether, sales have grown close to $17 billion a year Currently, the disposable diaper market accounts for $2.7 billion annually according to the JPMA, up from 1979, when disposable diaper sales were only $700 million That means that the disposable diaper market has grown by close to 400 percent since 1979. With projected growth for the upcoming year pegged at 15 percent, sales will reach an estimated $3.1 billion If Luvs creates an effective add that reaches all of their target markets, they possibilities for them and the revenue they can bring in, are endless. However, Luvs needs to remember that their competitors are trying just as hard as they are for the very same target audience. (Part III--The Market Analysis, 2007).
“Persuasion is the process of changing or reforming attitudes, beliefs, opinions, or behaviors toward a predetermined outcome through voluntary compliance. If you properly implement the strategies of Maximum Influence, youll persuade others not only to want what you want, but also to be eager to do what you want. Note that persuasion is not the same as negotiation, a term that suggests some degree of backing down or meeting in the middle. Rather than compromising, as in negotiation, effective persuasion will actually convince the opposing party to abandon their previous position and embrace yours” (The Power of Persuasion, n.d.).
The power of persuasion is of extraordinary and critical importance in todays world. Nearly every human encounter includes an attempt to gain influence or to persuade others to our way of thinking. Regardless of age, profession, religion, or philosophical beliefs, people are always trying to persuade each other. We all want to be able to persuade and influence so others will listen to, trust, and follow us. Ethos, or ethical appeal, deals with credibility and means convincing by the character of the author. We tend to believe people whom we respect. If Luvs uses a well known Mother or womanly figure who is respected in society they could really gain some customer loyalty. Pathos, means persuading by appealing to the readers emotions. You can look at texts ranging from classic essays to contemporary advertisements to see how pathos, emotional appeals, are used to persuade. Language choice affects the audiences emotional response, and emotional appeal can effectively be used to enhance an argument. If Luvs plays into their target audiences emotions in their new campaign, they will definitely be successful. Logos, means persuading by the use of reasoning and logic. This is the most important technique. Giving reasons is the heart of argumentation, and cannot be emphasized enough. If Luvs gives enough reasons as to why their target audience should buy their products, more people might be inclined to do so.
Simple, yet effective one. We want our product to be showcased, our target audience to be reached, and ultimately to increase our sales. The main idea for our new campaign is to have an adorable infant or toddler playing with his or her toys, crawling, falling, rolling around, wearing a new Luvs “heavy dooty” diaper. The infant or toddler will be in the living room of the house which will be excellently decorated, aesthetically pleasing, and detail orientated. The TV will be playing in the background, but visible, and the image on the screen will be the animated infants and toddlers from the Luvs “Poop, There It Is” campaign, because those little animations always bring Luvs to mind when they are seen. A pan shot of the mother, who could be a famous mother, or just an everyday Mom, will be the sole spokes person. She will give out facts and/or statistics about Luvs and all the wonderful aspects of the brand and her experiences. She will use the persuasive elements of Ethos, Logos and Pathos to reach the target audience on a whole new level, and from every angle.
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