#7- Olay Fresh Effects... 400% Better?

This advertisement immediately catches the viewer’s eye. All of the colors are bright and fun. Everything about this advertisement screams happiness energy. Let’s start” in black. It is in their normal logo format, which is fine. Right underneath it are the words “fresh effects.” This is the name of the specific product. The interesting thing about it though, is that it is in green lettering and very curly, jumpy, cursive. I think that this is very good on the advertiser’s part. This format will be sure to not only make me notice it, but also make me remember it. It is interesting, and it is different.

Next, you move down to the actual product. It is being used by a young woman, who is smiling (of course), and it has animated swirls and bubbles coming off of it. This gives it an unreal sort of feeling. This could be interpreted as either good or bad. On the one hand, you could see it as a dream product that will work magic. On the other hand, you could interpret it as fake. However, I think it’s safe to assume that most people will interpret it as the first.

Moving down even further, you start to see the words. What you first see is “New {Va-va-Vivid!} Vibrating cleansing brush!” By just reading the words, you can sense the energy coming out of the ad. The colors, font, and punctuation all put emphasis on this exciting new product. Underneath that are words highlighted in white. They read” Sparkling fresh skin for a vava voom clean.” Now, I’m not exactly sure what they mean by “vava voom.” I would understand it more if it was the name of the product, but it isn’t. However, who doesn’t want sparkling fresh skin?

The only part of this advertisement that really bothers me is the line underneath all of the other text. It says “{that’s 400% better}.” First of all, what does that even mean? Do they mean it as a statement, like a continuation of the line before? “… for a vava voom clean that 400% better.” Or, do they mean for it to be separate? “That’s 400% better (insert other brand or product that it is 400% better than).” They need to clarify that! Also, how can something be 400% better than something else? That statistic seems a little bit off to me… right? If it really is 400% better, then what is going so crazily wrong with everyone else’s product or their previous products?

Despite that statistic, I thought that the ad was very effective. The advertisers did a very good job at creating an ad that catches the eye and holds it, and convincing the viewer that their ad is upbeat and “hip.” This convinces the viewer to buy the product because they believe that the product will make them energetic and fun.