Product Information Format

Brand and product: Sugar, In The Raw
Source: US Weekly
Publication date: November 210
Category: Product-information format: Text-based

This advertisement for Sugar, In The Raw is easy to identity as text-based because almost eighty percent of the ad is filled with copy. The text contains information about the product and how to use it with a provided recipe for chocolate chip cookies. The beginning of the text sets up a comical story or situation. There is a strong contrast between the top half of bolded and larger text and the bottom text that is regular. The text wrap around the plate adds variation and an element of design rather than a page of blocked text. 

The advertisers are taking a witty and comical approach to the copy. It seems they are trying to advertise to men, perhaps a minority in the baking supplies demographic ("Chocolate chip cookies you'll bake for her birthday..."). The ad can be deceiving, however, because there is no image of the sugar itself. The cookie has been made with the sugar, but at first glance, this ad may be viewed as an ad for cookies. 

The background image of plain wood compliments the product and could be seen as a signifier which signifies the product be organic and natural. 

Brand and product: Secret deodorant

Source: US Weekly
Publication date: November 2010

Category: Product-Information Format: Visual or verbal appeal to science

This ad for Secret Deodorant uses visual and verbal appeal to science by using the concept of a thermal image. Thermography detects different types of energy, including heat. Secret claims their product can prevent odor problems because their deodorant protects against "body heat triggered odor protection." The thermal image is a sign which signifies strength and intelligence. To use this product, Secret implies that the consumer will be protected, strong, and smart. 

The ad contains an image of the product itself in the lower left-hand corner of the advertisement. The shape of the stick of deodorant is similar in shape to the body of women, particularly the woman in the ad. (Similar to the concept of the vintage Coca Cola ad where the nurse's body was similar to that of the shape of the Coke bottle.) The woman in the Secret as is shown engaging with her daughter on her shoulders. Secret is suggesting that you need their product for day-to-day activities such as playing with your child because their deodorant has "2x more odor fighting ingredients."

Brand and product: Dove Nutrium Moisture Body Wash
Source: Women's Health
Publication Date: November 2010
Category: Product-Information Format: Product Demonstration

This advertisement for Dove Nutrium Moisture Body Wash combines two product-information formats: product demonstration and visual or verbal appeal to science, with the use of beakers and science vocabulary. The ad directly mentions that this is a demonstration by stating in a caption below the beakers, "Demonstration of one ingredient in Nutrium Moisture shows difference in how moisturizers can work on the surface layer of skin." 

The visuals of the two beakers is the main focus of the ad, which appeals to the science aspect and represents the actual demonstration. Dove claims that their product can nourish more deeply than the competitor (mentioned as "their moisturizing ingredient") because they have a "breakthrough formula of soybean oil and skin-natural lipids that can nourish deep down." Represented as the second beaker, Dove's formula clearly beats the competitor in the experiment of which ingredient is most moisturizing. 

The placement of the three images of Dove's product reinforces the idea that their product is superior to their competitor. Dove even calls their product, "Superior natural nourishment for your skin" and persuades the viewer to purchase their product with the demonstration below it.