Teeth are an important part of human body as these are linked to the healthy body system. Teeth need care and protection and for the healthy teeth, brushing them is the main significant factor. Brushing the teeth requires a material named toothpaste and there are several kinds of toothpaste available in the world markets. Colgate is one of the most popular toothpaste and used widely around the world. In this essay, the selected advertisement is based on the Colgate advertisement. The main purpose of any advertisement is to promote the product (Hamlett). Similarly, the ad of Colgate toothpaste is to promote the product and to increase its demand among the users. Colgate is a product of the Colgate Palmolive Company, and it is providing several other personal care products which are famous all over the world. The advertisement has deliberately made use of images depicting the army in order to reiterate the fact that the product that is being advertised protects the teeth of the users against anything (“Colgate Print Advert By Y&R: Mighty Mouth | Ads Of The World™”). The focal point of the advertisement is the open mouth which is used to illustrate the many activities that happen in someone’s mouth during a regular day. By carefully incorporating several visual elements in its new ad for Colgate toothpaste, the Colgate Palmolive Company successfully conveys the message, “In the daily routine activities, people could use Colgate and freshen up their mouth and get rid of all the dirt particles from their mouth.”
The most significant element of the ad is an open mouth. This image of a mouth is strategically placed in the center of the advertisement and is used as the focal of the advertisement. The open mouth seems to depict that it is in great distress from all that is attacking it. There are several smaller images in the ad, which are relevant to the message that the ad is trying to convey. These images are of army vehicles and army people that is depicting that they are attacking the mouth. This is the representation of food particles and germs that are mostly left inside the mouth and create problems for the teeth. The complete advertisement is portraying the display of a desert in which a huge mouth is placed. The army, vehicles, helicopters, army police, and parachutes are used to display the protective elements that are fighting against the germs which attack the mouth from all sides. The mouth is the prominent feature of the ad as it is displaying the importance of teeth and their need for the toothpaste. There is also an image of the logo of Colgate-Palmolive that is used to represent the name of the product and its company. There is an image of the product that is also shown in the advertisement. The image of the product is shown on one side of the advertisement. In comparison to the other images on the ad, the image of the product is relatively small; however, it is not the smallest. The product is pasted in a flag which is representing the target of the shown army that by using Colgate, a mouth is able to protect itself from the germs.
Some prominent colors are used in the advertisement. The main color that is used in the ad is red. The color red is that of the lips in the image. The color is significant as it is the company’s main color. Moreover, the color is significant since the color red illuminates white which means it makes white teeth look whiter. This is significant as it will attract consumers because they will also want to purchase the toothpaste that makes their teeth look whiter, shiny, and brighter. The other prominent color in the advertisement is the uniform color of the army people which is light brown. They are wearing this color as it is a part of their uniform, and they are representing that they all gathered to protect the teeth from the germs. The used words in the advertisement are, “Colgate Total 12, and The Mightiest Mouth Protection.” The words are based on the name of the product and its slogan. The words serve the purpose of informing the audience about the product that is being advertised as well as reiterate the fact that the product protects the teeth, gums, and mouth against everything. The words on the ad do not attract one to them as much focus is on the open mouth. One has to search for the images in order to find out what is being advertised and the words serve to inform the person looking at the ad on the name of the product that is being advertised. The words presented in the slogan are bold and in the capitalized font. These are attracting the audience attention by its bold font and capitalization.
The Colgate advertisement is targeting any adult who brushes their teeth. However, people of all ages use the toothpaste, but mostly the adults, teens, and youngsters are the ones who brush their teeth on daily basis. It is due to the fact that anyone who brushes their teeth would want to have toothpaste that protects their teeth. Everything in the ad is meant to attract adults who brush their teeth. By adding the feature of red lips, the advertising company is targeting the female audience towards the product.
By carefully incorporating several visual elements in its new ad for Colgate toothpaste, the Colgate Palmolive Company successfully conveys the message, “In the daily routine activities, people could use Colgate and freshen up their mouth and get rid of all the dirt particles from their mouth.” The advertisement includes the imagery of army people that are protecting the teeth of people when they use Colgate as their toothpaste. Army people are added in the advertisement to show the protection care provided by the use of Colgate. A big and clean mouth is the main significant element of the advertisement, as is representing the cleanliness of mouth after using Colgate toothpaste.
“Colgate Print Advert By Y&R: Mighty Mouth | Ads Of The World™.” Adsoftheworld.com. N.p., 2014. Web. 26 Mar. 2018.
Hamlett, Christina. “Why Is Advertising So Important To Business?.” Smallbusiness.chron.com. Web. 26 Mar. 2018.