Rhetorical Analysis on Lux Toilet Soap Ad Essay

A 1954 ad for sixty Toilet Soap states, Luscious is the word for Greer Garsons complexion and she keeps it that way with lux Toilet Soap. This statement is an example of how emotional appeal is used in the ad to grab the contributors attention. The advertiser uses character appeal by including information about Garsons success in the ad to make the reader want to use the product. Logical appeal is used when a retort is offered to leave the reader with no objections to trying the product.The Greer Garson Lux Toilet Soap ad was effective in raising product awareness and profits out-of-pocket to its usage of these appeals. Garson is pictured against a white background with a vine of grapes in hand in the ad. Purple is the color theme here, as Garsons spirit makeup, necklace and grapes are of this color. This gives the ad a sense of sophistication, warmth, luxury and even a little mystery. This grabs the readers attention and makes her want to read the ad. The readers attention is hence drawn to a sentence below Garson in which the first word, Luscious, is of a larger font size than the rest of the textual matter.The color tap draws the reader to look in the bottom right corner of the ad, where a Lux Toilet Soap wrapper reveals the bar of soap. This completes the attraction, femininity, and smooth texture of the ad. The calculate and larger-sized text are present in the advertisement to appeal to the readers emotion of craving for Garsons flawless skin. Women of this time were open to ideas on how to look as beautiful as possible. This could have been to succeed in their careers or simply to please a man.Looks play a large mathematical function in any aspiring actresses success because she is trying to talk people into casting her for roles. In addition, having and taking care of a family was a very central part of womens lives. They had to look their best in the hopes of compassting a husband. This advertisement had their solution and informed the re aders to use Lux Toilet Soap to get that desired look. If the picture of Garson wasnt enough to get the reader to find character appeal in the advertisement, there is also smaller blue text at the bottom of the ad informing them of her credentials.The ad states, Besides being beautiful, Greer Garson is intelligent (shes lectured Shakespeare), talented (probably won more awards than any other ingest actress) There is also a statement at the top of the ad promoting a movie Garson most recently starred in, Her Twelve Men. The ad then goes on to state her insistence on the use of Lux Toilet Soap in her home and dressing room, as well as the statistic Greers used Lux for years now-she believes in it, like 9 out of 10 Hollywood stars do. This information about Garsons career leads readers to trust in her belief of the soaps effectiveness. It suggests that the reader should want to use the Lux soap because successful and beautiful people like Garson do. If it plays some part in Garsons success, then the reader might have that same luck with life as well, after using Lux soap. As the reader continues done the text, the final appeal is utilized, logical system. The ad states that Miss Garsons luscious complexion is as good a recommendation as we know of for using Lux Toilet Soap.If you find Lux isnt everything a good soap can be, well return what you paid for it. Fair enough? After being presented this offer, the reader runs out of objections to trying the product. Reasoning tells them to buy it, try it, if it isnt satisfactory, get a refund, and no loss would be incurred. The offer leaves the reader with a sprightliness of obligation to buying the product. It is important that the ad achieves this because it ultimately leads to higher sales profit. Lux Toilet Soap was not the only solution to uneven or imperfect complexion.While it may have assisted in the look of the celebritys skin, it was more than likely one of the many remedies and products she used. The ad vertisers knew this and used the emotional, character, and logic appeals to distract the readers from reasoning. Consequently, the average reader made the mistake of not considering any of the other solutions possible, a price paid for by many readers wallets. References Lenssen, P. (2010). VIPS/ Celebrities in Ads of the 1950s. Retrieved 09 04, 2012, from vintage Ad Browser http //www. vintageadbrowser. com/celebrities-ads-1950s.