2007 KotexLike the 1927 ad, the color red provides the most direct suggestion of the product's true function. A little more red -- but also the use of flowers, suggesting freshness, "naturalness," cleanliness. References to driving suggest speed, dynamism, and adventurous risk-taking. The driving theme continues throughout the ad, though the link is never explicitly stated. Another driving reference. "You" and "your" are used consistently, to suggest personal attention. Like the 1927 ad, a free sample offer invites consumers to try the product without "risk," while at the same time making certain they'll be exposed to more company product presentation -- here, at the Kotex website. Unlike the 1927 ad, the product is actually pictured, unwrapped. However, again, there's no direct reference to its function. Again, like the 1927 ad, the product may let the consumer drive fast -- be "free" -- but they're also assured "comfortable, secure protection." Adjectives suggesting comfort and safety offset the risk suggested by "test driving." Again, "only" Kotex is Kotex -- it's "unique," just as it was in the 1927 ad. Another small red accent -- and the most clear indicator in either of the ads of the product's actual use -- "Period" -- though only in a punning sense. A little bit more red. Pristine white both highlights the text and suggests the same freshness, cleanliness, and purity as the flowers on the 2007 packaging and the sunny outdoors scene in the 1927 ad. 
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Hi, I'm an admin for a group called Not So Fresh Feeling, and we'd love to have your photo added to the group.
Posted 23 months ago. ( permalink )