It is for Women
Dr. Pepper is my favorite drink, but I know many people do not feel the same way. This is a reason why good Dr. Pepper ad campaigns could really help the company. In this ad, I believe the visual appeals, emotional appeals, and the unique selling proposition make this ad unsuccessful in some ways, but successful in others.
There are many visual appeals used in this ad which ultimately are used correctly. For example, the lighting and colors of this ad are eye-catching, so people will initially want to look at it. However, when they look at it, they may be turned off by the saying “it’s not for women” especially if the consumer is a woman. However, people may be interested in what is not for women, and this is when some consumers look to the left and see the beautiful Dr. Pepper. This is very good product placement. People easily see the Dr. Pepper 10 Bold to the left and know exactly what the ad is talking about. All in all, the visual appeals of this ad do a great job at making people attracted to the product.
I believe the emotional appeal of this ad is The “need to dominate.” Men will look at this ad and immediately believe that this drink makes them better than women, or makes them stronger, since the name of the product is “Bold.” This is kind of a messed up way to promote a product because they way that they do it makes men feel even more empowered over women than they already do.
Something else this add uses is Pavlov’s idea of triggering a stimulus. When people look at the Dr. Pepper in the glass, they will most likely automatically want to drink it. This is a successful way to get a consumer to buy a product.
However, this products unique selling proposition is not a good way to sell a product. By saying that the product is “not for women” they automatically eliminate a huge group of people from buying the product, because I’m sure almost all women would not be interested in buying it after this. This is not even including men who are feminists or find the ad rude and targeting. All in all, this saying is very negative and makes the ad extremely noneffective and will not help the product, despite the effect of pavlov and the visual appeals.
In conclusion, using sayings in ads that could be offensive in any way ultimately makes an ad less effective. The unique selling proposition being negative can completely overpower great visual appeals and other things if people are offended. I believe that this is majorly a flaw in the advertisement of Dr. Pepper.