Would you like to have a great smile with beautifully white teeth? Using CLOSE-UP toothpaste may help make that happen according to this advertisement in a 2003 edition of Celebrity magazine. Will using this toothpaste alone ever make your teeth beautifully white? Probably not, but it could help with your overall oral health.
The designers of this ad used famous tennis competitor Serena Williams to sponsor their product. They use several of her close-up pictures from various tennis matches at the top of the page. Towards the middle of the page they have a large picture of her with a play on words that works with the pictures at the top; “Always confident, Always CLOSE-UP”. You see Serena in a white tank top adding to the whiteness of her smile. The print in the ad is all white, contrasting with the red background. There is a picture of the actual toothpaste box towards the bottom of the ad, along with some fine print that I found difficult to read.
Additionally, I believe that the images in the ad are appealing, and are appealing to the eye. They directly relate to the pitch, that this toothpaste will make you confident in close situations. It implies that if you use this product, you will be confident, and your teeth will be healthy and white. Also, the contrast of the red background and white print is eye catching
Finally, the target audience is women in their late teens to early twenties. Everyone likes to see a young woman with a nice smile; this ad makes me want to try this product. Young women want to be confident and independent like this famous tennis player, so if this toothpaste will help them accomplish that, I’m sure they will also want to try it.
Beauty matters to this target audience; it is implied that beauty is what creates confidence and promotes fame. While most readers will know that they will not become more confident or famous by using this product, they might want to try it; I know I do! If this toothpaste can help me...