Is Crest Toothpaste Truly Complete?

Appeal is the key to the car of spending. Advertisers know, to be successful, they must be able to quickly grab an audience’s attention and promptly make their point to keep it. A good advertisement must also contain all three of Aristotle’s appeals; pathos, ethos and logos, in order to convey a message to the masses. The visual appeal that is given from the Crest Complete with Scope ad is a prime example of how the Procter and Gamble (P&G) Company market their products to a generation that in fast-paced and easily distractible.

The makers of Crest, P&G, deliver the first appeal, pathos, through their visual art and a catch phrase. The picture is meant to grab the attention and draw an emotional based reaction. In this ad, many emotions can be derived from the picture of two smiling girls playing cards. Such emotions range from happiness in seeing the girls having a good time to envy for wanting a set of clean teeth like the girls have. In each case, the emotional pull will drive the reader to want to find out more. The next part of pathos is when the reader sees the catch phrase, “life opens up when you do.” Again, the reader is going to have an emotional feel to this at it is written to allow each person to draw their own mental picture on what this truly means. For instance, one could come to the conclusion that life is going to either get better or be more fun just because of having a clean white smile. In advertising, pathos truly needs to be understated as the advertisers need each reader to draw their own emotional appeal to make the advertisement effective.

The next step of advertising is to create trust, more commonly known in the marketing field as brand recognition. Crest may be a brand name that may stan...

... middle of paper ...

...st all advertisements fall short in fully instilling logic into their ads. Even Crest, who can show their logical appeal if you research it, has trouble in stating a complete logical claim to the average consumer. It is for this short-coming that companies are able to effectively compete with one another. Crest, or any other company, could explain their logical appeal openly in their advertisements and gain the full, three step, Aristotle appeal every time if they so desired. Unfortunately, this logical advertisement would be a hard read thus defeating the purpose of an advertisement, which is to quickly gain attention and close their selling point. In all, Crest does build an effective advertising system that does place visual appeals appropriately to pull on a reader’s emotions and create enough trust for consumers to spend money to give their product a try.