Everyday, we subliminally drawn into advertisements because of the clever traps companies set which we fall for. This advertisement is a solid example of one of those, and in this case, the product is a steam cleaner used for cleaning house floors. The target audience is women who are at the age to live in a house, about 20 and above. Another manipulative method that companies use are stereotypes. The main focus of this advertisement is the woman and the steam cleaner. The woman is portrayed as a housewife, Bissell uses selective clothing to portray this. Bissell is reinforcing that all housewives’ or womens’ main role is to clean the house. The advertisement is suggesting that all work regarding cleaning the house should be left for a housewife or any woman to do because that is what they are meant to be doing.
In the photograph she is wearing a headband. This conveys that she regularly does work, which in this context would be cleaning the house, so she requires her hair to not get in the way. Additionally, her rolled up sleeves also suggests so, because she will be using her arms often when cleaning the house and her sleeves must not get in the way. The presentation of the product plays a key role in selling the product. Her arms are folded as she holds the product being sold in this advertisement, this makes it look like she is proud of the product so the customers would catch their attention by thinking that the product would be useful. Bissell uses the woman in the photograph as an figure of authority, because the audience is targeted to people who has a similar age and role to the woman in the advertisement. This is an example of the bandwagon effect, it makes the customers think that the product will be reliable because they will think if the woman in the advertisement proudly uses it, then it must be a good product. Furthermore, from the product of the advertisement there is steam coming out of it and the woman is surrounded by steam. Bissell did this in order to appeal its functionality, so the customers can visually have an understanding of what the product is capable of. Of course, Bissell exaggerates the amount of steam being emitted from the product and even make it surround the woman so the customers would catch their attention.
Bissell manipulates the text and font in which a way that would be appealing to the viewer. The bold text would be the words that Bissell emphasises, such as when it states the floor types the product can be used in. “Deep Clean” would be the most emphasised phrase in the advertisement with the largest font size of them all, and the large font acts as a hook which lures the viewers attention into the text, a subconscious action to the viewers. This is a essential technique for Bissell, because it allows the reader to notice appealing words and want to read more information about the product, thus ultimately resulting the customer to purchase the product.
Bissell strategically selects language that would appear and sound the most appealing to the customers as possible. In the catchphrase “Get a deep clean with steam clean.” Bissell uses rhyme and repetition to attract readers. Deep, clean and steam are all rhyming words and the meanings of each word is associated with the product’s function. Clean is repeated twice, this suggests that Bissell attempts to highlight that the product is very capable at cleaning floors. Also, Bissell uses a rhythmic iambic pentameter by stressing the key words (Deep, Clean, Steam). The keywords are all single syllable and stressed, which further engages the customer and increase the chances of the customer buying the product.
In conclusion, Bissell uses various methods to draw customers into buying the product. The company utilises the image of the advertisement, text and font, language and stereotypically portrays the figure of authority to increase the chances that a customer will purchase the product. Bissell used appearance of the figure such as clothing, pose and used steam to focus on the functionality of the product and allow customers to perceive it as effective at doing its job. The company uses attractive font types and language to pull the customers interest into the product. These alluring features the company plants in the advertisement is what really is why customers cant resist the temptation of being attracted.