Are You Seriously Trying to Sell Me THAT?

Take a look at this advertisement from the 20's:



Yes it is advertising a magic soap that can wash away fat and age. I’ll take 3 cakes, thank you. How could a company convince people to buy a completely bogus product, like magic soap?* (*Taking out of the equation the fact that some people are just really gullible.)

Does the Ad appeal to Ethos?

No. There are no doctors or celebrities endorsing the product. In absolutely no way is there any credibility either. No name or face is attached to this reducing soap. The company’s name LA-MAR Laboratories is given, but not the name of the owner or the person in charge of developing this new spectacular problem solving soap.

Does the Ad appeal to Logos?

Sadly, another no. The small amount of evidence that anybody has even tried this product lies in the vague statement, “one to three cakes usually accomplish the purpose.” Usually? What’s that supposed to mean? And “the purpose?” Do I need a different amount of soap for belly fat compared to if I want to reduce the size of my thighs? No statistics, no facts, not so convincing.

Does the Ad appeal to Pathos?

Actually, yes. This ad appeals to two of the basic needs/desires of people; security and immortality. In order to need security, there has to be an insecurity, right? No matter what year it is, women are insecure about their bodies. In a woman’s mind she can never be skinny enough or young enough. These cakes of soap promise security. LA-MAR is really saying, “By using our soap you can be society’s definition of pretty; young and skinny. It’s as easy as washing with our new revolutionary soap.”  This ad also appeals to the desire for immortality, promising to wash away years of age. These pathos arguments for the product make it a pretty tempting buy.

Think this is just an outdated ad? Think again!

Not only does it give you
a healthy glow... It also
promises to reduce cellulite!

Moisturize daily to reduce
wrinkles!

Many modern companies have products similar to LA-MAR Reducing Soap. Women are still buying products that defy age and reduce cellulite in as little as a week. Companies play to our insecurities and desire to look forever youthful. Thought the first ad was ridiculous? Rethink the ads on TV and in the fashion magazines.