Schick Compare And Contrast Essay

In the United States, marketing and advertising is a multi-billion dollar industry with no intention of slowing down. It is no surprise companies strategically target particular audiences through print advertisements such as magazines and newspapers. Gillette and Schick are two companies that produce similar products: razors. Although their products are almost one in the same, their advertising tactics are completely different. Gillette relies heavily on the connection between its new product and the words “The Regent” to appeal to a wealthy, achiever labeled audience. On the other hand, Schick uses subliminal messaging to lure in younger, trendier woman to buy their product. First, the simple Gillette advertisement relies on historical knowledge

The reader's attention is drawn to the young woman in the middle of the page. She is wearing trendy clothing such as a short laced light blue dress, black heels and a black blazer. She is also holding a hand purse in her right hand while her left, adorned with golden bracelets, is flying freely in the air. But why is the woman so beautiful and dressed so nicely, especially if Schick is selling razors? Schick is subliminally stating that if the readers use their razor, they too can look that well. Another aspect of the advertisement catches the reader's attention. Flowers, from a blurred flower stand in the background, are flying through the air, colliding with the woman's legs, and turning into water. The water symbolizes the hydrating feeling of the razor, thus making this advertisement focus on feeling good. Overall, Schick decided to use the tactic of selling the lifestyle along with their product. If Schick were trying to appeal to women that wanted their shave to look good, would they have dressed the model in fancy clothing or cover up the woman's legs from the audience? Thus, Schick is attracting a young, trendy, emulator based

A blurred Vespa scooter is parked in the background of this advertisement. The scooter reinforces the target audience, because a mother with children is not likely to carpool kids to soccer practice in a Vespa. Young, independent woman are more prone to own Vespas. Next, the hard lines of the city in the background not only frame the curvy woman, but also the Schick logo at the bottom of the page. Along with the logo, the product in tucked in both corners of the page. Conveniently located near the product in bold lettering is the phrase, “Experience the feeling of surprising hydration, from your razor.” Once again, the Schick advertisement coaxes the reader to buy the product based on the feeling one will experience if they use the razor. Schick explained how the razor is supposed to make you feel good, something Gillette did not do. Lastly, the pastel color palate of the Schick advertisement speaks to trendy woman. From the light blue dress to the blurred flower stand and Vespa, the colors of each object reflect the colors that are trending in today's culture. Overall, the blurred background persuades young women who want to feel good just as much as the woman in the