Luvs is a brand of disposable diapers made by Procter & Gamble that specializes in diapers for various ages and sizes. In 2011, Luvs launched a revamped line of diapers and created an animated TV ad campaign called "Poop, There It Is" featuring infants in a "heavy dooty" pageant. However, the ad received largely negative feedback for being too focused on excrement and for not showing what the product was or who the target audience was intended to be.

2.  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

3.  http://www.youtube.com/watch?
v=xMeeP-5NN2g

4.  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.

5.  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

7.  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

8.  “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.

9.  Prospective parents
 “Baby Boomer” parents
 Experienced mothers
 Fathers
 Environmentalists

10.  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).

11.  “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, you'll 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.).

12.  The power of persuasion is of extraordinary and critical importance in today's
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 reader's 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
audience's emotional response, and emotional appeal can effectively be used to
enhance an argument. If Luvs plays into their target audience's 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.

13.  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.

14.  Berkowitz, B., Rabinowitz, P., & Brownlee, T. (n.d.). Using Principles of
Persuasion. Community Toolbox - Bringing Solutions to Light. Retrieved
November 30, 2012, from
http://ctb.ku.edu/en/tablecontents/sub_section_main_1060.aspx
 Duncan, A. (n.d.). 10 Essentials to an Effective TV Commercial. Advertising –
Advertising Strategies, Advertising Careers, and Small Business Advertising.
Retrieved November 30, 2012, from
http://advertising.about.com/od/televisionandradio/a/commercialmusts.htm
 Henning, M. (n.d.). Ethos, Pathos and Logos. Durhamtech Edu. Courses.
Retrieved November 30, 2012, from
http://courses.durhamtech.edu/perkins/aris.html
 Lee, M. (n.d.). Persuasion in Advertising - How to Use Persuasion Techniques in
Advertising. EzineArticles Submission. Retrieved November 30, 2012, from
http://ezinearticles.com/Persuasion-in-Advertising---How-to-Use-Persuasion-Techniqu
Advertising&id=1336753
 Part III--The Market Analysis. (1997, March 26). Business News & Strategy For
Entrepreneurs. Retrieved November 30, 2012, from
http://www.entrepreneur.com/article/20962

15.  Persuasion. (n.d.). Advertising Educational Foundation - Educational
Advertising Resources - AEF. Retrieved November 30, 2012, from
http://www.aef.com/on_campus/classroom/speaker_pres/data/4001
 Persuasive Appeals. (n.d.). The Forest of Rhetoric. Retrieved November 30,
2012, from http://rhetoric.byu.edu/persuasive%20appeals/persuasive
%20appeals.htm
 Porta, M. (2010, June 22). How to Define Your Target Market. Small Business
Ideas and Resources for Entrepreneurs. Retrieved November 30, 2012, from
http://www.inc.com/guides/2010/06/defining-your-target-market.html
 The Nature of Attitudes and Persuasion. (n.d.). CIOS - Home. Retrieved
November 30, 2012, from
http://www.cios.org/encyclopedia/persuasion/Aintroduction_1whatis.htm
 The Power of Persuasion. (n.d.). For All Your Speaking Needs. Retrieved
November 30, 2012, from
http://westsidetoastmasters.com/resources/laws_persuasion/chap1.html

16. ?