Assignment
The advertisement for Gillette Guard razor blades utilizes a powerful emotional appeal to connect with its
audience on a deep and personal level. The heartwarming scene of a father holding his newborn baby, both
engaging in skin-to-skin contact, evokes feelings of love, tenderness, and familial bonding. This emotional appeal
is central to the ad's message, as it seeks to associate the act of shaving with moments of intimacy, care, and
connection. The ad uses powerful narrative that involves combination of ethos (credibility and pathos (emotion)
to interact with audience.
Emotional Appeal
The emotional appeal in this advertisement is profound and poignant. The image of a father cradling his
newborn baby conveys a sense of warmth, protection, and unconditional love. The intimate moment of skin-to-
skin contact between the father and child captures a universal experience of parenthood and the profound bond
between a parent and their infant. This emotional connection resonates with viewers on an emotional level,
triggering feelings of nostalgia, empathy, and affection.
By associating the act of shaving with this heartwarming scene of fatherhood, the ad taps into the viewer's
emotions and personal experiences. It suggests that using Gillette Guard razor blades is not just routine
grooming task but a meaningful task that can enhance moments of closeness and connection with your loved
ones. The emotional appeal is highly effective in creating a memorable and impactful advertisement that
resonates with the audience's emotions and values.
Credibility Appeal
The credibility appeal in the advertisement is subtly implied through the portray of the father as a caring and
responsible figure. The ad gains its credibility by featuring a real-life scenario that is relatable to the audience.
The ad presents the father in a nurturing role, engaging in a tender moment with his baby, which enhances his
credibility as a trustworthy character. This depiction of fatherhood as a source of strength, love, and protection
adds authenticity to the ad's message and reinforces the brand's image as a reliable and reputable choice for
grooming products.
REFERENCES:
23 Types of Advertising Appeals Most Commonly Used by Brands - Visme.
[Link]
9 Types of Advertising Appeals That Actually Work - Tidio. [Link]
appeals/.
What Is Persuasive Advertising - Definition and Examples - DSers Blog.
[Link]
Ethos, Pathos & Logos — Definitions and Examples - StudioBinder.
[Link]
The Power of Persuasive Advertising: Techniques and Examples.
[Link]