French consumers are drawn to products that have natural ingredients and do not pollute the environment. American companies advertising deodorant in France, for instance, must convince the French consumer that their product contains no harmful chemicals. Having analyzed the product from a medical/health perspective, the French tend to look for the most natural product available on the market. In a recent French ad for a deodorant sold under the brand name Dove Sensitive(TM), the headline takes into account typical French attitudes towards a product of this nature: "It's not what's in it that makes it different. It's what's not in there" (author's translation).
In the visual, one notices that the product is set against a white background, drawing the reader's attention to the headline which essentially serves as an attention-getter for audiences so accustomed to the opposite (product detailing in advertising). With the color scheme and positioning of elements on the page, the company communicates the idea that Dove presents a "simple" and "natural" alternative solution, free of skin irritants and other "hazardous ingredients." The connotations of "gentleness" and "naturalness" are reinforced by the product name (Dove SensitiveÔ) and the text appearing on either side of the bottle ("no alcohol, no perfume, no artificial coloring"). Additional reassurance comes in the form of a tagline at the bottom of the page: It's hypoallergenic, it works, and that's all there is to it.
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