Advertisement Analysis

                    If you want fun in the sun without worrying about sunburns, then look at the

Coppertone advertisement. In this advertisement there is the Coppertone logo in the top

corner. This logo consists of a young girl with blonde hair and a dog pulling on her blue

dress near an orange and yellow striped path while on top of the brand name,

Coppertone, which is blue. There is a happy, young girl with brown hair and a light tan

jumping into the water wearing a pink floral floatation device around her arms and a

blue floral bathing suit. It is a sunny day and there are not many clouds in the sky

meaning the product is meant to be used outside in the sun. There is a big, bold and all

capital text in the middle of the advertisement reading, “SUN’S UP. WINGS OUT. IT’S

ON.”Also, on the bottom of the advertisement, there is a light pink background with two

sunscreen bottles. One is pink and made for babies, and the other one is turquoise and

should be used on kids. Next to that, there is a small white text reading number one

pediatrician recommended brand, tear free, and more moms choose Coppertone.

Lastly, it also states their sunscreen is gentle, non-irritating, hypoallergenic, and

provides trusted protection so kids can be kids. Ultimately, this advertisement is

effective at targeting its audience, presenting their message, using persuasive

techniques, and appealing to the readers needs.

                        In the text at the bottom of the advertisement it claims, “you want to let

your kids be kids. But you still have to be the mom. More moms choose coppertone.”

Apart from this there are also two bottles of sunscreen meant for kids and babies and a

young girl as the image. These all point out that the intended audience for this

advertisement is parents or guardians of kids/babies.  Parents when reading this

advertisement may consider if this is the right sunscreen for their child. However, if this

advertisement was targeting a different audience, parents would most likely not even be

reading this ad. Overall, this advertisement targets the audience of parents of kids and

babies into buying this product by persuading them with facts and images.

                     All the images and words in this advertisement all are positive or have

positive connotations, like the text “SUNS UP. WINGS OUT. IT’S ON.” and the image of

a happy young girl. The audience then associates positive thoughts with the sunscreen,

making them more likely to buy it. The advertisement also includes that it is the number

one pediatrician recommended brand and more moms choose it. This shows that the

product is beneficial for children and babies. Overall, the message the advertisement is

presenting is that the product is favorable and the best choice for children. But that is

not all the advertisement does to try to get the reader to buy the product.

                     Other than positive images and words, the advertisement uses persuasive

techniques to get the reader to buy the product. The persuasive techniques used in the

advertisement are Pathos, logos, transfer, plain folks, and testimonial. In the

advertisement, there is a happy, young girl playing outside. This positive image appeals

to the audience's emotions . The advertisement also appeals to the sense that without

sunscreen you can get sunburned.Further more, it includes testimonials from moms

who enjoyed the product and the pediatrician's recommendation as well; and apart from

that, it is a normal young girl having fun. All in all, the Coppertone advertisement was

effective at using persuasive techniques.

                     People purchase sunscreen so that when they are in the sun they don’t get

sunburn or skin cancer. This advertisement is selling sunscreen, with the main focus of
protecting  the child's skin without irritating it. Advertisers usually appeal to one of

Maslow's hierarchy of needs; which are physiological needs, safety needs, social

needs, esteem needs, and self actualization needs. The Coppertone ad appeals to

safety needs in this case. The sunscreen they are selling is keeping children safe from

the sun's harmful rays, which is of utmost importance. To conclude, this advertisement

appeals to safety needs in Maslow’s hierarchy of needs.

                    In short, the advertisement was effective at targeting their audience,

presenting their message, using persuasive techniques, and appealing to the readers'

needs. The advertisement targets parents of  children by using a picture of a young girl

and stating how moms love their product. It also uses persuasive techniques like

pathos/emotional appeal, transfer, and plain folks to get the reader to want to buy the

product. Lastly, they are appealing to humans safety needs because they are

advertising a product that is meant to keep children safe from the sun’s rays. This all

contributes to the effectiveness of the advertisement because it helps persuade the

reader to buy the product. Knowing this teaches the reader that every detail in

advertisements has a helping hand in persuading the reader.