Saving With Soap Suds

http://www.mouseprint.org/2010/06/07/dawn-1-bottle-1-to-save-wildlife/

Dawn dish soap sets their product apart from other dish soaps in the way that they advertise. Their company has a campaign where they pledge to donate money to save wildlife for every bottle of dish soap that they sell. Other dish soaps promise to clean dishes efficiently, but Dawn promises that along with that, animals will also be saved using the product. In brief, Dawn’s advertisement is effective because it promises that by purchasing their product, the consumer is helping animals.

To begin, Dawn’s ad effectively uses emotional appeals to sell the product. The photo of a duckling is used in the ad, and the body copy reads, “1 bottle = $1 to save wildlife.” This visual and text in the ad use Jung’s method of advertising by telling a story. In this ad, a narrative is told about a duckling being caught in an oil spill and being saved with Dawn. Thanks to a kind person who bought Dawn, a donation was made that saved the helpless duckling. With these features on the ad, it is apparent that the ad is using the need to nurture to sell the product. The need to nurture emotional appeal focuses on people feeling like they instinctively have to take care of small and defenseless children or animals. Dawn claims that their product is used to help the animals caught in the oil spill. Not only does this product support a cause that will help animals in need, but it also shows that the dish soap is tough enough to clean oil and grease. People who see this ad will want to buy Dawn dish soap instead of the competition’s soap because they want to save animals similar to the one in the ad. In short, this ad is effective because it uses the need that people have to care for animals in order to sell the product.

In addition to the ad being effective because of its emotional appeals, it also works because it knows how to sell to its target audience. The psychographic that this ad targets is caring animal lovers. The demographic is mostly targeted at women because they are more likely to instinctively feel the need to nurture. Stereotypically, women are also more likely to do the dishes than males, so a company selling dish soap would like to focus on making their product appealing to females. Also, Dawn’s unique selling proposition is that the consumer buying dish soap is secondary to the fact that they are helping animals with their purchase. The ad’s body copy reads, “Sometimes, our most important use has nothing to do with dishes.” This selling point is effective for this target audience because it sets Dawn dish soap apart from its competition. Even if Dawn is more expensive than the other dish soaps being sold, this audience will still be compelled to buy it because they know that some of the extra money they are spending will go to save the animals shown in the ads. While other dish soaps may be able to do an equally good at job washing the dishes, Dawn is also saving animals that are in need of help. Overall, Dawn’s ad is effective because they know what their target audience would be willing to pay more for when buying a product.

All in all, Dawn’s ad for dish soap is effective in making its product stand out from the competition. Advertisements like Dawn’s can cause products to fail or succeed in a competitive market. Consumers decide if they will buy products based on ads that may be exploiting emotional appeals or making their product sound different than others that are almost identical in reality. In order to make smart decisions with money, consumers should make sure to be aware of the different tactics that are used in advertising.