The Listerine Ad-Often A Bridesmaid But Never The Bride. Dramatize the Problem: The needing heart of a 1930's woman on her quest to marry. She was one who 'possessed grace, charm & loveliness' but had unpleasant breath (halitosis). Give a Solution to the Problem: Use Listerine to get rid of bad breath, stop spinsterhood & get married (!?). Let the Brand Own the Solution.
5 comments:
Well done Shen Fung..haha!I too wanna touch on the 'Emphasizing The Negative' by Mr.Barton as well .I think advertising base on emphasizing the negative in live issues,for example 'Often a Bridesmaid but never a Bride' by Listerine is really a tremendous way to capture the public's attention .Also for those who knew Edna will spread to others that what listerine did for her and the result .The power of spreading through the word of mouth and soon,listerine became a major brand known by many .One of todays advertising on slimming centre i forgot what was the name but they did the same thing on emphasizing the negative about this overweight woman who got robbed in the streets and she chased and fortunately she caught the robber and sat on him until the cops arrive .This was on the news and newspaper .So this slimming company decided to offer her a few months trial on their slimming centre .The result? Fantastic! And everyone who knew her spread the word and she was also the model in every advertisement on tv,magazines and newspapers .The company had gotten more customers walking in and it became quite popular now .So in conclusion,the company gain more people into their slimming centres and became preety popular and not to forget the LITTLE lady had gotten hotter and also famous .So both gain something in a fair game..isn't that a great idea to sell? thank you .
-Josh- xD
I think that by emphasizing the negative in an advertisement, the reader will see to it that he/she wants to change his negative ways so they can appear in public with pride and dignity. Bruce’s idea on enhancing the negative facts has helped the advertising industry by causing people to buy their products like in Listerine “Often a bridesmaid but never a bride”, this ad. has acknowledged the fact about bad breath to the public in the form of shame through foul breath.
He emphasized the negative in his ad. About cough drops stating that having a cough in a social gathering is a nuisance .It means not being considerate about others by curing the cough as soon as possible. His idea of emphasizing the negative is a unique way of selling products..
Listerine is a good product in 1930 but it said "Use Listerine to get rid of bad breath" does that mean cure sickness of bad breath? and how much it cost per bottle? the ad doesn't show any cost, picture, or in what form is the product. How people know Listerine is what? What i know now 2007 this product is not that use full because some people cannot stand the smell of Listerine or have gummy elegy.
From,
Adam
068066
cd068-3
sometime using the emphasizing the negative was a good way to sell a product also.Not only will encourage people to buy but is will make people feel worry about what the Ad is trying to tell you. Sometime this kind of AD will effect me to buy their product.
Example like the cough AD,this AD headline was "A Cough is a Social Blunder", it's mean that cough is a thing that will make people feel you are no maners person. If I having a cough in public, if I saw this AD,maybe will effect my emotion then will buy this product to stop my cough to avoid embarrest happen on me.
I like this AD because I feel that this can let other people know about how your product work on us and can see the benefit dirrectly.
from:
een,
0701024
CD071-3
Emphasizing the Negative. Since i learnt all the copywriters' motto, i think this is the most effective way to catch consumers' attention. By emphasizing the negative, consumer will have a mind that they are involved, then they will have a interest to know more details about the product(s).
Just like the Listerine Ad "Often A Bridesmaid But Never The Bride". Haha, i like this headline.
by
agui_she
CD0713
0701128
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