Tuesday, February 25, 2014

Cascade Ad - Friedan Assignment (Maya, Shaun, Melissa)

The advertisement is using many appeals that Friedan outlines in her research article, specifically offering an ego enhancement and a sense of achievement. In the advertisement featuring a mother in law and a daughter in law having a conversation about who's dishes are "better", the advertisement is insinuating that the dishes are not in fact better but the detergent is. By using the daughter in law's perspective the whole ad campaign is featuring an "out with the old, in with the new" attitude. Since the daughter is a balanced housewife and can see the good in the new products she is able to have an ego enhancement and a sense of achievement when the mother in law is fascinated by the new product's effectiveness. The ad reinforces that "house cleaning should be fun," showcased by the friendly competitiveness of  the two women.

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