Michaela Daugherty Writing 121 Assignment # 1 M-W-F 2:00pm HIDDEN BEHIND
CLOSED DOORS Every day of their hectic week, women all over the world are being
summoned to a dark dreary dungeon. Women of all ages, race, creed or economic
status are not immune to this fear. We as women must all endure this torture.
Where would you find this dungeon, women descend to virtually 365 days a year?
The answer will surprise you, since the majority of women find these dungeons in
their own homes. Builders call these darkened walls a laundry room. How can we
as women change these dark walls into bright and cheerful rooms? We look to the
advertisements in our local magazines for help. In a recent publication of
Family Circle magazine, the advertisers of Clorox 2 Bleach-Free, have chosen to
use vibrant colors, two animated laundry bottles and bold print to erase the
idea that doing laundry needs to be a dark and lonely chore The top two-thirds
of this advertisement depicts a white washing machine with a white tiled back
splash, faded softly into the background. Also faded into the background, a
bouquet of pink flowers with green leaves which decorates the upper right hand
corner of the ad. The advertisers hope your subscious will pick up these props.
But the main focus of this ad, (for your Conscience) are two life-like laundry
bottles. On top of the faded washing machine is a neatly stack of brightly
colored clothes. With the sun’s reflection shining upon these two bottles, the
reader is given the impression a laundry room does not need to reflect a dark
dungeon. These vibrant colored laundry bottles seem very cheerful with smiling
faces and raised eyebrows. Each displays its own individual packaging labels.
The two bottles are apparently engaged in a pleasant conversation.
The laundry bottle on the left, Ultra Clorox 2, having the vibrant blue
container with a red head (lid) has her arm (handle) behind the second bottle.
Advertisers want consumers to view laundry as a friendly gathering with friends
not as a chore. The Clorox 2 Bleach-Free bottle decorated with a vibrant green
bottle and yellow head (lid) has her arm (handle) strategically pointing to her
label. Above these two life-like bottles, read in black bold letters “You’re
brilliant, Bleach-Free!” You will be brilliant also if you use this product. In
smaller letters and less boldness the Ultra Clorox 2 bottle states, “You clean
and brighten colors just like me.” In response the Clorox 2 Bleach-Free bottle,
replies, “But I use enzymes instead of bleach.” Below these two bottles are
three sentences which strengthen the idea of buying Clorox 2 Bleach-Free. To
summarize this laundry booster has special stain fighters; color brightners and
uses enzymes instead of bleach to remove dirt and stains. The ad then closes
with Bleach-Free Clorox 2 laundry Booster printed in bold black type with a
bottle and a box of Clorox 2 Bleach-Free to the right. The market, advertisers
of this ad most want to target are Women. This is depicted by the use of women’s
facial attributes on both of these friendly-smiling lids. Also this ad which
appeared in the Family Circle magazine supports the assumption women would be
reading this ad. Of course, Men may want to purchase this magazine at their
local super-market and read for themselves the ad for Clorox 2 Bleach-Free. It
is assumed, men would rather be reading a hunting or car magazine and not
worrying if their laundry had a boost. The ad targets women who are concerned
with dirt and stains. Women do not want the smell of bleach on their clothes nor
on their loved ones. Women worry about the appearance of their children and
spouse. Why, because society places a great importance on appearance. Why would
advertisers use the knowledge of psychologist in this ad? For the simple reason,
psychologist have proven, the power of emotions are strong. Take for example,
the lifted eyebrows and smiling faces. Psychologist will tell you the ways in
which we feel and express emotions actually represent a form of communication.
