Personalization Format

Brand and product: Xenadrine Ultra

Source: OK!

Publication date: January 11, 2011

Category: Personalization format: Testimonial

This is an example of a Testimonial advertisement for a weight loss drug called Xenadrine. A testimonial often uses celebrities to promote the product and in this case, Ronnie Ortiz-Magro from the popular TV show Jersey Shore, is standing for Xenadrine. Having knowledge of the show, Ronnie appears to have a good body image and would go to great lengths to stay in shape. 

Somehow using a celebrity draws trust from the consumer and they might believe the product really works if a celebrity is willing to put their name behind it. Often in these kinds of advertisements, the celebrity spokesperson acknowledges a “normal person” and tells the consumer that this is their friend, when they most likely never met. Advertisers use this other person to show that the product can work for/on anyone and you don’t need to be a celebrity to get the desired effects. Here, there is a before and after image showing a dramatic weight loss from Ronnie's alleged friend Nicole. 

Besides the less than convincing before and after images, a testimonial is provided through the text. Direct quotes from the two spokespeople provide support for Xenadrine. The often seen "I used this product and you should too" text is provided in this ad. There is even a section of text that says the ingredients in Xenadrine are clinically proven to work which would support their testimonial. 

Brand and product: Weightwatchers

Source: Vogue

Publication date: February 2011

Category: Personalization format: Person or character stands for product

Popular singer/actress Jennifer Hudson supports the claim of this ad having a person or character stand for the product, in this case Weightwatchers. Hudson has recently become the new spokesperson for the weight loss system. Once seen as a heavier star who was often typecast in films, Hudson now shows off her new body and stands behind the Weightwatchers system.

The division of the page, half black and half white, can be a sign of weight loss. It signifies the before and after of a a weight loss journey. Before (black, dark, heavy) signifying being overweight and the after (white, light, free) signifying weight loss. The font treatment is something to notice as well. The use of a light Helvetica font can signify weight loss or the concept of being light or skinny. The lower part of the "Y" in "day" extends below the baseline and goes all the way off the page. The skinny line it forms is parallel to Hudson's figure. It lengthens the page as well as Hudson's body. According to SCIA, this transfers the abstract qualities to the product/service and creates a fusion necessary for the product image (p.184).

It seems odd that Weightwatchers is hidden within the "It's a new day" text block. The viewer needs to search the ad for what is being advertised, which may have been a deliberate move. The advertisers might have relied on the image of Jennifer Hudson to draw the reader in and hope they will stop and look at the ad to find out what it is for.  

Brand and product: Jergens Ultra Healing Cream

Source: Shape

Publication date: February 2011

Category: Personalization format: Product leads to self-transformation

This ad promotes Jergens Ultra Healing Cream. This is an example of an ad for a product that leads to a self-transformation. According to SCIA, in these types of ads, "people change-make themselves better-through the possession or use of the product." (p.190) The cream is “The difference between dry skin and divine skin” and shows a classic before and after image of the self-transformation.

The before image shows a self-conscious woman who is trying to hide her body. Her eyes are gazed at the floor and she is avoiding eye contact with the audience. Her hair is dull and she is wearing a simple shirt. Most importantly, her skin seems dry and even more dull than her hair and clothing. In the after shot, the woman oozes confidence and seems radiant with her skin and hair glowing. She captivates the audience with her stare, as if saying, “Hey, I am talking to you.” She is wearing a much more revealing top that is a much brighter color. By using Jergens’s Healing Cream, the advertisers are implying that not only will your skin look better, but you will be a much more confident and radiant person. 

Brand and product: Orajel cold sore medication

Source: Us Weekly

Publication date: November 2010

Category: Personalization format: Product solves a social problem

In this advertisement for Orajel, the text, “The cold sore made me think of calling off the date. Instead I called on instant relief...” is reminiscent of the vintage ad viewed in class about the woman who had to cancel all the dates in her planner because she had a social problem of bad breath. Interestingly enough, like that old ad was in black in white, the above ad is also in black and white. Perhaps this was done to connect it back to those types of classic advertisements. 

This personalized formatted ad claims that the product, in this case, Orajel, will solve a social problem of cold sores. Orajel is trying to make the consumer believe that it would be socially unacceptable for them to go out on a date if they have a cold sore. Their product is then there to save the day and the woman in the ad thanks the product as it has rescued her from a night home alone. This dialogue between the user of the product and the product itself has been a traditional part of advertising and builds a relationship between people and the product. It creates dependability and reliability on the product. 

The advertisement seems  to be broken up into two parts. The first part is the upper half that contains the image and sets the story of what is going on in the ad: the woman was able to proceed with her date because she used the product Orajel to heal a cold sore. Now she is having a great time with her date. We see the full profile of her, but only the side profile of the man, alluding to the fact that this problem was about her, not him. The second half of the ad focuses on the three Orajel products. Rather than having them contained in that blue area, the products seem to overlap the image and suggest that these products are interacting with the woman in the ad. They did, after all, save her date. 

The text below the Orajel products also goes back to the traditional type of somewhat cheesy advertising: "So the next time you need immediate cold sore relief, give Orajel a try." The product also claims that their product is not only better than the leading brand, but it is half the price.  

Brand and product: 2011 Volkswagen Jetta

Source: Vogue

Publication date: February 2011

Category: Personalization format: Ad that promises class mobility.

An ad that promises class mobility is usually targeted at a consumer who is trying to live a more luxurious lifestyle by making purchases that would make them appear more elite. "It's like 'who are you wearing' for the price of 'what are you wearing'?" is the main caption for this ad. This can be interpreted as buying a designer label dress as opposed to a nameless one. Buying this Jetta would be like purchasing that designer dress for the cost of a dress bought at TJMaxx, per say. Volkswagen is saying that their car will increase your status but will not put a dent in your pocket. The car becomes a symbol of affluence with the clothing reference signifying distinction and wealth.

Having an expensive car can make a consumer feel more elite even though they do not need to necessarily purchase the car, rather than can lease it. A purchaser might consider a more expensive car because they aren't putting all their money down at once.

This ad is extremely simple and highlights the first-class model car with a surrounding bright light. The text is simple, as well: white regular font is against a dark blue background. The price of the car is shown at the lower right part of the page. 

Brand and product: Bellagio Hotel

Source: Travel and Leisure

Publication date: February 2011

Category: Personalization format: Ad that promises escape

This is an advertisement for the Bellagio Hotel in Las Vegas. Normally an ad for a vacation resort or a hotel guarantees an escape from our normal and boring everyday lives. These types of ads are designed to draw desire for an escape from the viewer with images of clear blue waters or even a view of luxury, as seen in the above ad.  

Besides the featured image of the luxurious hotel, the main draw for an escape is seen in the text with the caption, “Embrace sophistication in a way you never imagined.” The description below the caption proceeds to entice the viewer by mentioning AAA Five Diamond service, designer appointed rooms, and exclusive wine labels and show performances. The outline of the "B" in the center of the page reinforces what the ad is for: the Bellagio hotel. 

Many ads for Las Vegas are glitzy and tacky which reflects that side of the destination place. This ad, however, takes a more upscale approach to express the richness of the hotel. It becomes more personal by saying you, the viewer, can have access to this splendor rather than following the rest of the typical ads that are aimed to all tourists.