Proactiv in 1995, Dr. Kathy Fields and Dr. Katie Rodan launched the Proactiv Solution skin-care line. Proactiv is an acne system that sells products to cleanse the skin. Proactiv is an over-the-counter treatment that contains the active ingredient, benzoyl peroxide. The purpose of this analysis on Proactiv is to explain why this advertisement is persuasive. In September of 2011, Katy Perry was selected as the new spokesperson to advertise Proactiv’s products. Katy Perry is a famous and successful singer; with hits such as: “Firework,” “California Girls” and “Wide Awake.” Proactiv has used the rhetorical concepts: logos, ethos, and pathos effectively. Resulting in becoming America’s number one acne system. The skin product-advertisement by Proactiv is effective in trying to persuade its targeted consumers into buying its products due to the use of logos, ethos, and pathos.
Celebrities can persuade people to buy advertised products. One reason why Proactiv is successful because they have solId skin care products in a society where people worry about their looks. A handful of people idolize celebrities and desire to buy the products they advertise in order to be more like them. In this advertisement, Katy Perry is seen with flawless skin. Her skin has been hit with the perfect amount of light at the right angle. Katy Perry is wearing a large strawberry ring on her middle finger. The size of the page expands from the sight of her chest up to the image of her forehead. The bottles for Proactiv’s 3-Step Solution are shown at the bottom right hand corner of the advertisement. In little white letters at the bottom of the page, it states that Katy Perry uses micro-crystal medicine and 24/7 Skin Care Advisor support. The name ‘Proactiv’ is shown at the upper left hand corner. In the middle of the page, in big letters, it says “I’m not polite. I’m Proactiv.”
Logos refers to the reasoning, facts, or statistics of the given topic. The English word ‘logic’ is a word that is derived from the Greek word ‘logos.’ Reasoning often influences the beliefs of others. In this ad it says, “it’s fast, gentle and guaranteed to work or your money back.” The ad is very convincing and could easily influence the opinion of the readers. The sentence 24/7 skincare support is an example of a benefit of the product. Examples are used to demonstrate the purpose of the product. For instance, phrases like, “guaranteed or your money back” help to persuade the reader to buy the product. However, the people can use common sense to determine if the advertisement is really getting through to them.
The words in the advertisement are “I’m not polite, I’m proactive.” Katy is using the words as if they are opposites. She is saying how she is proactive in the means of taking care of her looks, and how the product affects the way she feels. The small print at the bottom of the advertisement explains that Katy doesn’t “play nice with acne”, meaning she doesn’t just leave it alone. The ad also says that she “fights back” which would explain why she uses proactive, to fight her acne. Logos and Ethos are mixed together in an epic twist when they state that there is a money back guarantee just in case the product doesn’t work for the purchaser. This statement appeals to the buyers making them feel better about their purchase. It makes sure that the potential consumer has no regrets about the product they are about to purchase. The cost is about thirty dollars and up to ten dollars extra for shipping. The advertisers are trying to use facts in the ad so that it seems more believable.
There is a money back guarantee just in case the product doesn’t work for you. Most people don’t even take the time to even make the call to get their money even if it doesn’t work anyways. So the actual cost of the whole package together is about 30 dollars plus shipping. The ad talks about how Katy uses the face wash to get rid of the acne she used to supposedly have. If it works for Katy Perry it has to work for everyone.
Logos refers to the reasoning, facts, or statistics of the given topic. The English word ‘logic’ is a word that is derived from the Greek word ‘logos’. Reasoning often influences the beliefs of others. The words in the advertisement are “I’m not polite, I’m proactive.” Katy is using the words as if they were opposites. She is saying how she is proactive in the means of taking care of her looks, and how she uses the product. Not being polite would refer to how she isn’t “nice” to her acne. The small print at the bottom of the advertisement tells people how she “doesn’t play nice with acne”, which explains why she isn’t polite. It also says she “fights back” which would explain why she is proactiv. Logos and Ethos are mixed together when they state that there is a money back guarantee just in case the product doesn’t work for you. This statement appeals to the buyers making them feel better about their purchase. It makes sure that the potential consumer has no regrets about the product they are about to purchase. The cost is about thirty dollars and up to ten dollars for shipping. Most people don’t even take the time to make the call to get their money back even if it doesn’t work. The advertisers are trying to make it sound believable more than anything.
Pathos is the proof that deals with emotional appeal. It also appeals to the audience’s self-interest. The word pathos is Greek for experience or suffering. Emotional images and sensory details are used to grab the reader’s attention and make the reader feel confident or insecure. The layout of the advertisement and colors it contains plays an important role in the readers’ emotions.
The colors in this advertisement greatly impact the emotions of the reader. The color red represents passion, love, and energy. It also has high visibility so it grabs people’s attention. Black is a color that is related to elegance and mystery. The brownish colored background is associated with confidence and extravagance. In the ad, Katy Perry seems proud that she uses proactive. The ad states, “If you want acne out of your life, be like Katy.” It is very convincing because most people want to be like celebrities. She uses this product and it works well for her, so everyone else should buy the product as well. The emotion the reader receives from the use of pathos in this advertisement can persuade them to buy the product.
The words used are important components in this ad. The words rapid, fast, and in control have a positive connotation as well. The positive connotation makes the consumer feel like they would be making the right decision by acquiring the product. Katy’s facial expression in this advertisement makes her seem flawless. She looks very confident and content with the product she uses. In addition, Katy Perry looks very awake and vibrant in this advertisement. This could lead to the thought that Proactiv makes people aware and energetic. The Katy Perry Proactiv advertisement could lead to mixed emotions.
Ethos, in English means “credibility”, “authority, or “character”. Ethos is derived from the Greek language. Ethos uses people that we seem to “trust.” For example, teachers, famous singers, or even actors. Ethos drags you in by having a higher figure represent the product in this case. People would usually never go against something that a “higher” figure says to them, that is where ethos steps in.
In this ad, Katy Perry is the spokesperson for Proactiv. Her face is clear, and at the bottom of the ad it says “If you want acne out of your life, be like Katy. Be confident. Be in control. Be Proactiv.” Now, Katy uses proactiv and she is satisfied with the results that she has gotten. She helps sell the product and many consumers might buy it because she uses it. Katy says that “I’m not polite. I’m Proactiv.”
Many factors help to persuade the reader to buy the product that this advertisement is promoting. The use of ethos, pathos, and logos greatly influence the decision for the reader to buy or not to buy the product. Create a free website with
