This creative advertisement was produced
by Lenor brand in order to promote their fabric softener product. Lenor is a
branch of the Downy fabric softener brand that is available only in Europe and
some parts of Asia. This particular advertisement (along with others of similar content) was
produced in April of 2012.
Depicted in this image is a bear, halfway
submerged in a pool of liquid that is clearly meant to represent the Lenor
fabric softener. The portion of a bear that is above the waterline is live and
seemingly vicious, while the underwater bottom half has transformed into that
of a fuzzy, cuddly teddy bear. This clever portrayal is conveying the message
that Lenor fabric softener can soften even the toughest of materials. This
advertisement is primarily directed at adults who might be buying household
products, specifically moms, and for children who would go out shopping with
their moms and would be attracted to the cute and comical ad.
Juxtaposition was very obvious in this
ad. The ferocious top half of the bear pictured adjacent to the cute and cuddly
bottom half has the desired effect of showing the reader how life-changing this
fabric softener is. The people who devised this image also incorporated humor
to great effect. The comical picture of a half live, half stuffed animal bear serves
to draw viewers in and make them examine the ad closely. I would definitely say
that this ad was partially effective in achieving its purpose of promoting
Lenor fabric softener. The humor and juxtaposition that were used definitely
drew me in and generated interest in the advertisement; however, the actual
product was not truly represented by the image. Although I would definitely
remember this advertisement for its entertainment value, I would not
necessarily feel compelled to purchase this product.
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