Analysis of an Advertisement for Bleach by Domestos

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Analysis of an Advertisement for Bleach by Domestos

The product was advertised in OK! magazine on August 21st 2002

For my GCSE Media coursework, I have chosen to analyse an

advertisement for Demestos bleach. Domestos has been protecting

families in the UK for over 70 years - and originally came in brown

glass bottles. The advert for Demestos I have chosen to analyse uses a

young male model (Alex Sibley from Big Brother) struggling to get to

the bleach. As if to win people over through humour. The advert uses

different cleaning utensils to hold back the model in the form of bars

and uses the theme 'Domestos. Alex's perfect housemate'. The product

is aimed at House owners and cleaners in general who want to keep

their house free of germs. The audience will have a major influence on

how the advert is set out and promoted so I think Demestos made a good

choice in choosing Alex because he can appeal to different

generations.

The product rests on a circular rug in a blue cylinder shaped bottle.

The bottle is clearly labelled 'Demestos' and says 'kills all known

gems' as if to show its rank and that it is the best germ killer

available. The words 'kill' and 'germs' obviously indicate to us the

product is for cleaning use. Demestos has cunningly picked an

appropriate model in relation to the product. On August 9th 2002

Domestos signed a deal with Big Brother's Alex Sibley's. Alex,

constantly seen sweeping, doing laundry and polishing windows on the

programme, for weeks on weeks drove his fellow housemates bonkers with

his obsession for cleanliness. Domestos have used the mad cleaning

machine to promote their product. Alex is about 23 years of age and is

considered very stylish. His clothes and hair are very neat and tidy

showing how clean he likes to be. Using a young model could be argued

that it will 'pull in' the younger market because Alex is often

considered a hunk. Not he relate to the younger market, Alex is also

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