Advert Research 2

Colgate Advert

The image on this advert is a close up of the model showing just her fact and part of her neck. The model is breaking conventions as she is not looking directly into the camera however she is following conventions as she is smiling. This creates a stereotypical representation of women that she is smiley and happy all the time. The background is a mix of colours, of red and blue which makes the model stand out.

The font is sans serif which means that it is very easy to read. There are varying sizes of the font depending on how important the statement being said is, as well as this, the boldness of the font also is varying. All of the font is white which means that it stands out on the red background. The statement ‘A WHITER SMILE INSTANTLY’ is the largest font on the advert which suggests that it is the most important thing on the advert and is the most eye catching. The font style for the word ‘INSTANTLY’ is different to the rest of the font on the advert which suggests that it is the most important word on the advert and the creator of the advert wants the audience to notice it the most.

The red, white and blue creates a brand identity because those colours are associated with the brand ‘Colgate’. There is also synergy created through the colours as all of the font is in white and the toothpaste tube which is also featured on the advert has red, white and blue on it. As well as this, the logo of Colgate is featured on the advert which is also associated with the toothpaste, and it is known nationally that Colgate is toothpaste.

The purpose of this advert is to sell the toothpaste which benefits the company, Colgate. The buzzword ‘INSTANTLY’ is used which could persuade the audience to buy the toothpaste as it is represented as the best toothpaste to own. As well as this, the whiteness of the model’s teeth could also persuade the audience to buy the toothpaste because the advert gives the suggestion that the toothpaste will result in your teeth being as white as hers, so people will want to buy it.