Analyzing Advertisements (Kotex)

The two advertisements for Kotex present the product in unique ways. The first advertisement from the 1950s depicts the practicality of the Kotex pads. The pictures are of everyday occurrences, back in the 1950s. The people viewing the advertisement have to read the captions underneath the pictures in order to gain insight as to how Kotex will help them. The comfort, safety, and discreteness of Kotex is emphasized in the three pictures. Unlike the first advertisement, the more recent advertisement pictures a single woman. The woman, Cybil Sheppard, is attractive, thin, and blond. This ad draws attention because of the intriguing face that she makes, as well as the mist that comes from her body, which represents the womanly smell that will attract others in a positive way, much like the ad is doing to people. This ad only touches on one aspect of the product, rather than many like the 1950s advertisement.

According to the specific time periods and the preconceived knowledge that each person has of these time periods, the advertisements can be better analyzed. There is clearly a shift in what is presented in the media. The more recent ad depicts a woman, and is literally a picture of this woman. The 1950s ad shows cartoon characters. Also, the recent ad of the woman clearly is using the woman as a means of appeal. As a contrast to the earlier ad, ads today are much more appearance motivated. Not only are they generated by the ideal image, but this takes away from the original product. Where as the woman in the picture seems to have nothing to do with the product, the women depicted in the earlier ad all show the different ways in which Kotex can create a normal lifestyle, without interruptions. “The way we see if affected by what we know or what we believe,” (Berger 134). Berger’s assumptions holds true in this situation because, as people view these advertisements they are influenced by upheld beliefs and motives present in today’s society. If the 1950s ad was displayed today, people most likely would not put in the time to read each caption and appreciate the meaning. However, the ad of the woman draws attention to it and therefore, people observe it more closely. I don’t think that the reason for this is that people are more self indulged and conscious of appearance, however. I believe this is because of the shift in advertisements that have made advertisements promoting sexuality and appearance acceptable.

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