Advertisement Psychology CIA Part I.

Topic: Select any product and analyse its advertisement

Brand: Lifebuoy.
Product: Hand sanitizer (Gel/Liquid) and soap.

Submitted by : Aaditya Raj Pokhrel

Registration number : 2032001
Submitted to : Prof. Smitha Baboo and Prof. Ramkumar Vivekananda

Introduction to Lifebuoy:
Lifebuoy is a brand of soap marketed by Unilever . The soaps manufactured today under the Lifebuoy
brand do not contain phenol. Currently, there are many variants of Lifebuoy. Lifebuoy was introduced
by Lever Brothers in 1895 in the United Kingdom. Originally a carbolic soap containing phenol,
different varieties were later introduced without the medicinal carbolic smell, such as the coral-
coloured Lifebuoy during the late 1950s and Lifebuoy Minty Refresher in 1966. [2] Lifebuoy was one
of the most popular soaps in the United States from approximately 1923 to the mid-‘50s, [3] when
perfumed soaps took over the market. It was the best selling medicated/health soap in North America
until roughly 1951. It was well known for its red and yellow packaging, red colour and octagonal
shape, as well as its carbolic aroma.
Currently lifebuoy is world’s best considered brand by people and its dealing with various other
products apart from soaps like hand sanitizers and handwash.

1. https://www.youtube.com/watch?v=1GhdjufDRlQ

Analysis : The above advertisement is basically about a hand sanitizer which is very useful in
today’s date as the whole world is dealing with the amid pandemic COVID 19 and at this
point of time it is very important to use such products. The above advertisement basically
focuses on children’s safety as kids are not so responsible about washing their hands
frequently and in order to reduce the chances of infection , the above advertisement insists
children to use hand sanitizers frequently specially before eating any kind of food products .
The purpose of the above advertisement is also to educate children at a big mass and also to
develop a habit of hand sanitising frequently. The advertisement is also made in such a way
that most of the children over the world gets affected after watching the advertisement
 because the advertisement is made from the point of children’s level. It says that “ there is a
best friend for everything and for a lunchbox the best friend is a sanitizer.

2. https://www.youtube.com/watch?v=VsnP_6kdtDY

Analysis : The above advertisement is all about a soap where it has beautifully connected the
emotions of a mother and a child . In the above advertisement it claims that in one of the village,
most of the children lost their life without even reaching the age 28 days after birth because of a
unhygienic lifestyle followed by their parents. The above advertisement also targets all the
women who are pregnant and the advertisement insists the women to stay hygienic and healthy so
that their babies gets protected from germs and their lifespan gets extended. In the advertisement
the kid is thankful for her mom because of washing her hands regularly at small age and she says
“ I did not get any disease on my 28th days of birth because my mom never forgot to wash my
hands regularly”. The above advertisement is also making people aware about importance of
washing hands or sanitizing specially who are not much educated.
The advertisement is made in such a way that even an uneducated person can easily relate to the
advertisement and develop the habit of washing or sanitizing hands regularly . It also claims that
after sanitizing hands with a Lifebuoy sanitizer or soap 99.9% of bacteria are killed and this is
done to built confidence to their customers.

3. https://www.youtube.com/watch?v=nZXWUd-sGDk

Analysis: The above advertisement mainly targets group of kids from age 10 – 16 years old
and basically the advertisement is making kids aware of washing hands regularly in order to
escape from different types of bacteria and germs. In the advertisement they have made their
soap as number one branded soap in the world where 99.9% of germs are killed within a
second. They have compared their soap with other branded soap and they also claim that their
soap works efficiently . They also have mentioned that it hardly takes 1 second to wash hand
with a lifebuoy handwash where as it takes 1 min to wash hands with other varieties of soap.

4. https://www.youtube.com/watch?v=9yww_507sCA&feature=emb_rel_end

Analysis: This advertisement basically teaches viewers to wash hands from hands making a
small chore of washing hands very interesting during this pandemic. The advertisement also
shows hands with faces made on them. The brand asks viewers to take any soap and water
and make friendship, following with fighting, making crocodile, butterfly with hands to reach
out every corner of the hand, washing out and killing all the germs. The brand also shared a
video of brand ambassador Kajol saying "until now people have seen me promoting Lifebuoy,
but now I request you to use whichever soap you have to wash hands, because washing hands
with soap can stop the spread of COVID-19, it is the responsibility of everyone.
This advertisement also helps in making people aware of this amid pandemic COVID 19 .
By seeing the advertisement in any mode , people now will be aware of the pandemic and
they will make a habit of sanitizing hand or washing hands regularly and staying healthy too.
This way , lives of many people are saved because if everyone stays hygiene and safe we can
stop the spread of deadly Covid 19 virus.
 CIA PART II.

Survey on the product advertisement.

Question 1. Do you use any soap or hand sanitizer currently in your

household?

YES NO

Response Recorded: YES: 13/13 . From the above response we came to

know that all the people uses Lifebuoy handwash or hand sanitizers in
their home which is a good thing because it is very important to use such
products in this amid pandemic COVID 19 in order to remain safe from
virus infection. Sanitizing hands is only the way to control COVID 19
and from this report we came to know that maximum people are
following guidelines which is a very positive and a good news to
everyone.
Q2. Which brand are you using currently?
 Dettol
 Lifebuoy
 Pears
 Other brands.
Dettol 02
Lifebuoy 08
Pears 01
Other brands. 02

From the above response recorded, we came to know that maximum

people are addicted to use products of Lifebuoy as compared to other brands.
This a a very good indication for Lifebuoy because this shows the trust created
by Lifebuoy to their customers. We also came to know that Lifebuoy has
satisfied their customers in a proper manner. According to this survey ,
Lifebuoy is the world’s number one brand and it will remain the same because
it is very difficult for the customers to switch to another brand as the brand
which they are using right now have satisfied them maximum.

Q3. Do you enjoy watching advertisement?

Response recorded: 2/13 people enjoy watching advertisement in any form
because most of the people don’t like the interruption made while watching
videos or surfing internet because when an ads is displayed in middle of
something, people tend to loose their concentration and interests. We also can’t
completely ignore the advertisement because it is a very important tools for a
producer and a customers but there should be a specific platform where ads
should be displayed and not in the middle of anything (like surfing you tube).
From this survey we also came to know that people are more comfortable with
the ads which are displayed in in billboards and banners.
Q.4 Do any of the ads influence you to buy the product?
Response recorded: 12/13 people get influenced to buy a product after seeing a
particular advertisement because advertisement are made in such a way that
people automatically get excited to know about the product and its features.
Companies these days also use special data analytics tools to develop a
marketing strategy which directly targets a particular segment of society and
influence their buying decisions.
Q5. Where do you find the quality advertisement?
Many people said that they find a quality advertisement in television or in a
social media platform where they can actually see the advertisement at a time
because in a radio there is a disadvantage because people cannot see the
advertisement and they can only hear the advertisement where as in Television
and various social media platform, people can see the advertisement which is
displayed in a big screen and people automatically get influenced to buy the
product.
Q6. What kind of advertisement do people prefer?
Here in this question we can clearly see that the young one are the one who
prefers funny and comedy advertisements while the old people prefer the
emotional advertisement . Through this question we get to know that the adult
ones are the one who are interested in romantic advertisements. So basically it
depends who is watching the advertisement.
Q7. What is the effect of advertisement in common?
Many people responded to this question saying that the advertisement is a very
important in one’s life to know different newly launched product and people
also responded that it is very necessary to stay updated in today’s date in order
to cope up with the younger generation and the best way is through
advertisement. So they concluded that advertisement is a very good medium as
a whole.
Q8. Where would people mostly like to see an advertisement?
People would like to see an advertisement when travelling or walking around in
their free time.
Q9. Do you find an advertising appealing?
Yes they find the ads appealing which speaks volume about their advertising
quality and strategy.
Q 10. Do you think those ads shown in the TV are relatable in real life?
Yes, in case of my product those ads are very much relatable with our real life
as we all have to stay healthy and hygiene in our life and the same things is
focused in an advertisement.