Proactiv: Targeting People All Over The World

1252 words - 6 pages

Proactiv: Targeting People All Over the World
Media has developed a specific perspective on how people should look. A flawless complexion has become one of the major goals for society. Many people suffer from different types of skin conditions but one condition most have in common is acne. Almost everyone in the world has to deal with at least some type of acne problem; whether it is a few pimples here and there, or severe acne. Acne solutions have spread world wide, and they are advertised everywhere people look around. One acne treatment that has grown successfully is Proactiv. Proactiv is constantly changing the faces of millions of people across the globe every day. The company ...view middle of the document...

By using wholesome people Proactiv intends to show the viewers that people just like them are capable of receiving the amazing results they claim. Another example is that during the commercial the candidates also share with the viewers their personal experience with the product. They speak about how satisfied they are with the results and how amazing the products are. Many of them share extra details about how easy to use and how fast Proactiv has worked for them. These stories help Proactiv reach out to viewers that are still doubtful about the products. It demonstrates that the products are appreciated by different types of people and life changing to all. All the candidates in the commercial are filled with confidence about their skin after the results. This technique attracts insecure viewers in search of the same confidence. Proactiv desires to grasp the attention of viewers and portray their products as something effective and enjoyable to use by all.
Another technique Proactiv uses in their advertisements is testimonial. The use of the testimonial technique is designed to obtain the attention of users by using a celebrity to promote their products. Using well-liked celebrities throughout a commercial shows that the product is reliable to all. Many people look up to celebrities as role models and look for ways to be similar to them. In one of the Proactiv commercials they use Katy Perry to reach out to her fans. In the commercial they introduce her as a respected artist who once struggled with acne problems just as the audience. During the commercial the celebrity shares her story about how even she has been in the same situation as the viewers and how the product has helped her feel confident. By having a celebrity promote their products Proactiv has gained the attention of the fans. Katy Perry describes the product as her secret to clear skin. Fans enjoy knowing secrets that make the celebrity flawless causing the viewers to be interested in the products. Proactiv has been able to create a connection between the celebrity and the viewers by demonstrating that regardless of their fame they suffer from similar skin conditions. That connection is meant to give the audience an approachable feeling towards the products. The company Proactiv is capable of persuading costumers by demonstrating that their products are used by celebrities implying that they are high quality. Proactiv hopes to reach out to the viewers by using testimonial to attract the fans of the celebrities to use the product as well.
Furthermore, Proactiv has been able to create a domino effect by using the bandwagon technique. The bandwagon technique is intended to persuade viewers that to be apart...

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