Shopping for deodorant in the grocery store can be a hassle, because of the different varieties that are available. There are deodorants for men, women, teens, and on top of that there is a huge variety of strengths to choose from. These can range from powder fresh to peachy peach. Because there are so many choices, advertisers have to come up with catchy images that appeal to human desires, in order to make their product sell. By analyzing the ads for the Adidas, Lightning Speed Stick, and Platinum Secret deodorants -- it can be seen how the ads make appeals to the human desires of total control, power, and confidence. .
The ad for the Adidas deodorant features the silhouettes of three guys playing basketball under the blazing hot sun. Mysteriously their faces are not shown, nor the colors that they wear, they remain secret. There is just the image of them playing basketball. With the presence of the fading orange background, it seems as if these guys have been playing all day. The color scheme of the ad is very dull. Midway through the ad, on the right hand side, there is a picture of the three different Adidas antiperspirants that the buyer can choose from. These include dynamic, sport, and team. Above the picture there is a caption that reads: "Total control. Total performance. Adidas antiperspirants and deodorants.".
This particular ad is targeted toward male athletes of any age. This ad does not use any bright eye catching colors, therefore making the ad seem more serious: just how any dedicated male athlete would be about his sport. Not having many bright colors could also symbolize the masculinity of the ad, because many males don't prefer bright colors like pink or yellow. Another significant point in this ad is that the faces of the players are not revealed, which suggests that the advertiser is only trying to stress the intensity of the game being played. The caption sums the ad up by overall saying that: "If you use Adidas deodorant, then you"ll have total control over your hygiene, which in return will give you total performance in the game.
