Psychology of Advertising: Just for Men Gel Essay Sample
Advertising falls under promotion, which is one of the critical 4 Ps in the pillars of marketing. It is a form of communication that intends to draw public attention, inform customers of a company’s products and services and persuade them to purchase the product or avail of the service. Advertising is largely based on human psychology in order to capture attention, to have a lasting effect on the consumer’s minds through association and to create a strong impact to persuade consumers to use the product or brand. This psychology of advertising is explicitly demonstrated in the commercial for “Just for Men Gel”.
The brand name alone immediately embodies the target market for the product. And it is exclusively for men. Incidentally, under the VALS strategy for audience segmentation, the player in the commercial reflected the market for whom the commercial was intended for, to wit, “groovy adult men in prey for foxy women for a good time”. Segmenting the market through values and lifestyles is an important part of the commercial because the product actually applies to any men regardless of marital status or profession but whose common denominator is to look attractive and young in order to successfully hunt women. While Mr. Gray represented a gigolo or a player, the product was actually intended for all men who all have the potential escapades of chasing women.
The theme of the commercial was likened to a sports event specifically, “men’s pursuit for women”. The hunting for women was likened to a game of sports whereby two sports commentators describe and analyze the actions focusing specifically on the main player, Mr. Gray. Sports was used for comparative analysis because it is appealing to men. In general terms, love is also considered a game – a game of finding a partner where one can win or lose. The use of sports commentators reflect the advertising technique of appealing to authority, because apparently people tend to trust or respect the idea or opinion of commentators about a sport, who are presumed to be knowledgeable of the subject matter. Moreover, the commentators also set the ambiance for the game of love or socialization. The commercial was set inside a “bar” where the “preying action” usually takes place. And the hot chick used was the stereotypical gorgeous and sexy blond wearing red lips and red fitted dress that shows up her curves, which is the prize. The theme and the characters of the commercial reflected the erotic appeal. A direct appeal to the sex instinct is more effective than a technical discourse. (Reichert, and Lambiase, 2003, p48)
At the onset, the injection of humor was used to capture attention of the viewers. The commentators described the player in the “Play by Play” as “Mr. Gray Bear approaching a Hottie”. In spite of a friendly and well mannered approach by Mr. Gray to converse with the woman, he gets immediately shunned by the lady. Physical looks is a big component of first impression last, which will make or break the game. The commentators emphasized that Mr. Gray was “rejected” by announcing it concurrently. The commercial then proceeded to introduce the product, Just for Men Gel, a gel that is applied to a man’s beard to change its color from gray to black and smoothens the facial hair to look young, well groomed and attractive to women in just five minutes.
The commercial is also a form of transformational advertisement in which one can associate a specific set of psychological characteristics, which makes one attractive after using the advertised product (Just for men Gel). The key idea of the concept of transformation is the advertisement links the product with the ability to give a potential consumer with an experience, a change of look, a feeling of confidence and a charming appeal that will draw women to him. And indeed, after using the “Just for men Gel”, Mr. Gray transformed from an old, untidy, deceitful sex maniac to a youthful, neat, sincere and good-looking gentleman.
Action speaks louder than words. After using the product, Mr. Gray approached the same lady who previously rejected him. This time, the foxy lady gave her a welcoming and engrossed smile who simply grabbed him with a tight hug as if she is the one preying on him. The transformation of Mr. Gray was consummated with accomplishing his objective – getting the hottie who rejected him. It was actually more than that, because it was the hottie who snatched him. The sports commentators then simultaneously announced “home run” (in contrast to rejected) to emphasized success and proceeded to conclude the commercial as another win for Just for Men Gel
This commercial of “Just for Men Gel” cunningly illustrates how psychology in advertising is implemented. In modern society, consumers have a high regard for good looks as it reflects the integrity of the person. The ad campaign however did not capitalized on static “physical looks” alone but on what one can win or gain by having such quality which is to become attractive to the opposite sex, gain relationships or successfully prey on more women. Advertisements appeal to our emotions. This particular commercial utilized our “fear of rejection” to catch attention in an amusing yet realistic scenario. The advertiser demonstrated rejection if not using its product and sex appeal and attraction after using the product, which is tantamount to the transformation that it wished to depict. The changing attitudes of the character particularly the hottie blonde towards the protagonist, Mr. Gray, is the crux of the persuasive technique of the advertisement to convince customers to buy the product.
Reichert, T and Lambiase. J. (2003). Sex in advertising: perspectives on the erotic appeal. 2nd Edition Lawrence Erlbaum Associates