Marilyn Clausell All Strength, No Sweat Natalie McFadden East Hills is a rill:

through the storyline of the commercial. If people buy this car, they are con dent that they won’t be stranded in one place with no source of transportation like the characters in the ads were. Instead, the Highlander would always be there to help out in a fashionable, e cient, and courteous way. By the end of the advert, we are also presented with a nal rescue scene, in which the driver assists her son with the space the car o ers. is scene allows the viewers to consider how these scenarios can be used in their own lives, therefore establishing logic behind the need for a spacious car. All of a sudden, the Highlander appears and the characters are o ered an escape.

Some may assume that the ad’s argument upholds many stereotypical ideas of how western society expects women to act, and defeats modern ideals of gender equality and demolishing patriarchal views. Our own view, however, is that the commercial tries to perpetuate America’s altruistic culture that values unsel shness and charity. As a result, we believe Toyota’s future is heading in the right direction, in terms of selling cars through advertisements. is ad is adventurous and entertaining but does so through the use of the new car they are selling. As a result, more people will purchase Toyota cars because of the persuasive and entertaining commercials the company produces. While it is true that the ad’s purpose is to sell a car, there is a creative aspect to the commercial that Totoyta uses to further persuade the viewers to buy the car. is commercial conveys how valuable cars are and how they can help others in necessary situations. Although Toyota is a Japanese company, it is one of the most well-known car companies in America.

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All Strength, No Sweat

Marilyn Clausell

Last year, Secret Deodorant announced a nationwide casting call for its new campaign “All Strength, No Sweat” along with four new products launched. e advertisement was done through a song personally made for the campaign and sung by the artist Jessie Reyes. In the ad we are presented with various women of di erent ethnicities, all doing what they love. Secret was developed in the 1950s as a result of women’s desire for a product that would contribute to their feelings of femininity, daintiness and freshness. In 1972, Secret introduced the now-famous tagline “Strong enough for man, but made for a woman”. is tagline still remains one of the most famous advertising lines of all time. is Secret Deodorant ad explicitly sells their new deodorants, but it implicitly sells self-con dence to women, which has become especially marketable because what is more important than the self? Con dence has to do with how well a person feels within themselves, and how much they trust their abilities and qualities. As individuals we are always looking for ways to improve on ourselves. What better way to start this o than boosting our comfortability. e rst thing that stands out about the ad is the choice of color. All of the main components of the ad are blue. At the very beginning, there’s a blue bus. en, there’s a scene in front

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of a lake with clear blue skies. e singer is in a blue studio recording her song. e product of the ad, the deodorant, is blue. And the out ts all of the girls are wearing are blue. is color repetition goes on throughout the whole advertisement. ere is a reason for that. Not only is the color blue a very common favorite color, it also has its psychological e ects. Blue calls to mind feelings of calmness or serenity. It’s often described as peaceful, tranquil, secure, and orderly. Blue is often seen as a sign of stability and reliability. at is why many businesses that want to project an image of security and trustworthiness often utilize blue in their advertising and marketing. Along with the scenery, the ad also features a good amount of female celebrities including Jessie reyez (singer), Camilla Mendes (actress), Swin Cash (X-WNBA player), Ainsley Rodriquez ( tness guru), and Shenae Grimes Beech (actress and youtuber). Each one of them has their own part in the ad where they demonstrate their career and the things they love to do. e main audience this ad targets is women. Not any specific type of woman, but women in general. We are presented with women of all races and ethnicities. Jessie Reyez and Shenae Grimes are Canadian, Camilla Mendes is Brazilian, Swin Cash is Black, and Ainsley Rodriguez is Latinx. e advertisement wants to make sure it includes a variety of people, speci cally women, so none feel left out. ey’re implying that it doesn’t matter where you come from or what you look like. You can be con dent being who you are. What’s more, the ad capitalizes on this diversity to suggest that the company producing this product is forward-thinking and a rming a variety of identities.

What makes an advertisement more credible than integrating credible people? at’s exactly what Secret did. ey involved actresses, singers, YouTubers, gurus, even sports players. Just the fact that these individuals are part of the in uencer industry makes the advertisement many times more credible. is

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Part II: The Advertisement Analysis

gives the audience a sense of reassurance that they are certain to enjoy the product. “If a VIP enjoys it, why wouldn’t I?” In other words, it is professionally approved. is appeals to ethos, immediately making the ad more credible because the individual advertising the product is a credible individual themselves. Who wouldn’t believe the words of an X-WNBA player? Swin Cash spent most of her time running around and being active. If this product works for her, who says it can’t work for us?

Going back to the tone of the ad, this pop of color creates a sense of unison between all the components embedded in it, appealing to the audience’s emotions and making it more interesting to the eyes. Not only is it a vibrant color, it is also a color loved by many. e women in the ad are all wearing some sort of blue. Light or dark, vibrant or dull. ey prove that anyone can look good in it. “Buy it. It will look good on you no matter what.”

Not only will their deodorant boost your con dence, it is also a necessity. Every woman needs a deodorant for daily life. Secret is this deodorant. With Secret, you are free to wear and do whatever you want without worrying about feeling uncomfortable. Being a woman is about feeling comfortable in your own skin. With Secret’s new deodorant you can guarantee that not only will you be comfortable in your own skin, moreover you will possess the con dence to display it to the rest of the world.

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