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Advertisements are notices in public forums that promote products through social media, websites, radio, and billboards. The main aim is to catch the public’s attention, and the information is passed. An advertisement for Geisha black soap, a product of the Unilever brands, is used to describe the rhetorical analysis. Geisha black soap is a cleaning agent that prioritizes skin care by using a traditional blend of ingredients to achieve great results. The advertisement shows a smiling mother and a girl while the ingredients blend into the soap. The advertisement uses a Unilever logo, which is imprinted on the soap. Ethos is depicted where they have used the image of a mother and child, indicating that the product is suitable for a family setup. Pathos is reflected in the smiles on the faces of the mother and child, which attracts potential buyers by making them happy. Pathos, logos, and ethos are crucial elements in an advertisement and are adequately utilized in the advertisement for Geisha black soap.
Unilever Limited is a company that supplies food, home, and personal care products. Geisha black soap is a personal care product gaining popularity due to its effectiveness. Unilever, in general, has made an enormous effort to advertise the product and ensure a large number of people hear about it. The value of an advertisement strongly affects the consumer’s purchase intention (Sharma, 2022). The product is advertised through social media platforms such as Facebook, YouTube, televisions, and billboards. In all these advertising channels, the benefits of black soap are depicted well, using images that show the result of using the soap. Some images show pictures of the skin before and after using the soap.
Geisha black soap has a wide variety of benefits and is safe for most skin types. Geisha black soap is preferable whether someone has oily, dry, or sensitive skin, making it appealing to a large audience. The soap helps treat acne and reduce facial lines and the appearance of dark spots. Acne patients have red pimples, especially on their faces, due to inflamed sebaceous glands, which are prevalent among teens. To solve all these skin problems, Unilever brands ensure that the logo, pathos, and ethos of Geisha black soap are well understood by its target audience while advertising.
The logo imprinted on the Geisha black soap is the letter ‘U’, which has different icons. Each icon has a different meaning and is for the customer’s benefit. A few icons imprinted in the Unilever logo are a plant, a dove, a hand, particles, and a flower (Unilever, 2021). These icons are a few among many others in the logo that help make the product desirable to consumers. The plant in the logo symbolizes the natural world and its commitment to reducing environmental impact across its value chain.
The dove symbolizes empowerment and self-esteem, which is especially important to everyone since the face is what people see first when they approach someone. Geisha black soap assures the consumer of a smooth and spotless face, and it leaves the skin radiant and beautiful, which boosts someone’s confidence in everyday interactions. The hand in the logo represents Unilever’s commitment to helping people improve their health and hygiene habits. The particles in the logo signify Unilever’s commitment to finding innovative ways to reduce its environmental footprint. The flower symbolizes sensitivity, care, and respect for the consumers’ beauty and nature.
The pathos in the geisha black soap advertisement appeals to the emotions of regular customers and potential buyers. An image of a smiling mother and her child is used, indicating that the users are happy with the results of using Geisha black soap. The image makes the customer feel safe and assured that the results will be exciting and satisfactory and motivates the customer to buy the product to test it themselves. There is also a sense of togetherness and elimination of discrimination since the soap can be used by all family members, making it even more appealing. Lively music is used in the advertisement to celebrate the good results of using the product.
The ethos in the advertisement, depicted by the cheerful and smiling mother and girl, makes the advert more memorable and ensures a significant impact on the audience. Positive reviews impact the purchase of the product in ethos (Han, 2019). The mother and daughter are full of joy and portray a happy family. The audience must understand that Unilever cares for the whole family’s satisfaction, which builds customer loyalty, trust, and preference to purchase your product. An image of the black soap itself is in the advertisement and is used to help the customer have a picture in mind of what he is purchasing. The black paper used to package the soap confirms that the soap is indeed black. The words on the packaging explain the traditional origin and importance of the soap to its users.
The Geisha black soap advertisement focuses on a large audience and ensures customers understand its importance and uses. The ultimate goal of advertising is to capture the viewers’ attention and convert them to customers, and this particular advertisement by Unilever has successfully done that. Geisha’s black soap advertisement fully engages viewers and potential customers by using ethos, pathos, and logos to increase sales and customer loyalty.
References
Sharma, A., Dwivedi, R., Mariani, M. M., & Islam, T. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, p. 180, 121731. Web.
Han, H., Shin, S., Chung, N., & Koo, C. (2019). Which appeals (ethos, pathos, logos) are the most important for Airbnb users to booking?. International Journal of Contemporary Hospitality Management. Web.
Unilever PLC, U. (2021) The logo, Unilever. Unilever PLC. Web.
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