1. Katy Perry and Proactive

Many of us suffer from acne-teenagers especially. According to this advertisement, Katy Perry is no different. This advertisement incorporates several different technique; the first and most prominent being the testimonial technique. In this commercial that I saw on TV a few weeks ago while watching SNL, Katy Perry gives a testimony of how she felt self conscious while on stage performing songs because of her acne problems. Perry then goes on to testify how Proactiv changed all that, preventing her acne and giving her more confidence on stage. Seeing a popular singer like Katy Perry use this product, resulting in good results, makes consumers like myself who enjoy her music interested in buying the product. 

Another advertising technique that this advertisement uses is that of weasel words. It may not be visible in the picture, but in the picture and in the commercial, Proactiv claims that their product "Helps clear and prevent acne blemishes." Here, Proactive is suggesting something positive without really making any promises that their product will absolutely yield results. Upon hearing that positive results are possible, I myself wanted to try the product out, having acne myself. I almost completely ignored the fact that results are not guaranteed.

In addition to those techniques, another technique that came to my attention was the technique of bribery. In the picture above and in the commercial, Proactiv offers a "60-Day RISK FREE" trial. This causes the consumer to be drawn in by the possibility of getting something for "FREE." Consumers are always looking to save money and the idea of getting to try the product for two months is definitely appealing. What the consumer may not know is that there may be catch to trying the product out for two month such as a requirement to buy the product after the two months. 

Through the use of bribery, weasel words, and testimonials, Proactiv's product is made quite appealing to the general public. Many of us seek to be like celebrities and celebrity testimonials convince us that we can be just like them if we use the product that they are testifying for. The prospect of possible results and free things further draw in consumers to this product.