Nike – “The Sneaker Makes the Man”
Nike has found a lot of success with their various ad campaigns. This particular advertisement is not exception. The slogan brings about an emotional response of necessity. To be the best, one must have these sneakers. The objective of the ad is to sell more shoes to men, the target market. The slogan entices men to buy the shoes on a superficial level and a functional level. If customers buy these shoes, they will have the luxury of owning one of the best sneakers on the market and look good wearing them. Since these are athletic shoes, they are also designed to be functional sportswear. The value proposition is that a man can be the best if her wears these shoes, because, as the ad says, “The sneaker makes the man.”
Lustre-Crème Shampoo Advertisement
The focus of this advertisement is Lustre-Crème lotion shampoo. Marilyn Monroe was a cultural film phenomenon when this vintage ad was published. The target market for the campaign was women who wanted to be like Marilyn. So, it seems like envy would be the driving force to buy this product. There is a quote at the bottom of the picture that reads, “ Yes, I use Lustre-Crème Shampoo,” which tells consumers that Marilyn herself uses Lustre-Crème. It goes on to say, “When America’s most glamourous women use Lustre-Crème Shampoo, shouldn’t it be your choice above all others, too!” This tactic is meant to drive women in droves to go out and purchase it right away. After all, who didn’t want to be like Marilyn Monroe? This was the intended value proposition—to be as beautiful as Marilyn.
This e-cigarette advertisement features a vaporizer and a promise of smoke-free, harm-free nicotine alternative. The emotional response evoked by this ad is one of fear. The damaging effects of cigarettes have been known for years, so vaping has become big business. The object of the campaign is to get cigarette smokers to switch to the alternative, hence, increasing the sales of such products and decreasing the threat of cancer and other diseases caused by smoking. Therefore, the value proposition is that by switching to the e-cigarette, smoker can save their lungs.
Body Shaming Magazine Ad
Back in the day, women were expected to have a big bosom, a small waist, and slim hips. Being pear-shaped was a no-no and needed to be fixed. Warner lingerie company came up with a solution in the form of the “Concentrate girdle” and the “Little Fibber bra.” The objective of the campaign was to sell those products to women using shame to cause a certain emotional response. The company wanted women to buy into the claim so they can hide their pear-shaped figures. The value proposition was if they wore those undergarments, they wouldn’t look fat in their clothing.
“Pull the Chords – Prof. Mack’s Chin Reducer and Beautifier
Here we have a beauty gimmick ad from the late 1800s. The contraption was marketed to women of a certain age who wanted to look younger. The apparatus was worn on the head, with straps that wrapped around the face and chin. By just pulling the chords women were promised they could get rid of their double chins and reduce swollen glands. It also promised to restore facial shape and put natural color back into the cheeks. The purpose of the ad was to generate sales of the product. The value proposition was that if a woman used Prof. Mack’s Chin Reducer and Beautifier, she would be easier on the eyes and have “curves of youth.”