Listerine : the Answer to Bad Breath

In: English and Literature

Submitted By w0211
Words 612
Pages 3
Listerine: The Answer to Bad Breath

DeVry University Have you ever worried about your breath? In certain circumstances your breath can play a role in whether you get a job, go on a date, or make the sale. It is a representation of your personal hygiene to most people. If you’ve been asked to light candles by blowing at them you know you have an issue. Then there is the health concerns that bad breath could be a sign of another issue like gum disease or gingivitis. Listerine may be the answer to your concerns. The 1971 Listerine ad, “I hate it, but I love it,” can be assessed using reason, reputation, and emotion. Let’s start by looking at the reason for buying Listerine. This 1971 Listerine ad utilizes an “if… then” format that is very effective. The text in the ad states, “I figure that anything that tastes this bad has got to work”. The taste of the original Listerine is basically a trademark for the product for many years at this point. So if the Listerine tastes this bad, it then has to work. Also, the text includes some data which states that, “It even kills germs that can cause bad breath”. This is direct communication of some facts about the product. Beyond the very highlighted, “I hate it, but I love it”, the “kills germs that can cause bad breath” is an excellent cache phrase that has been marketed for years. The ad is utilizing logos with these ad phrases to expound on the logic for buying Listerine. The above reasoning supports an effective product used by many consumers over a long period of time.

In like manner, let’s look at the credibility of Listerine. The reputation of Listerine is being supported by the text and the endearing photo of an older gentleman. The text states, “So sure I use it. Twice a day, in fact.” If an older very trustworthy gentleman uses this product twice a day, it must have a great…...

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