Ad Analysis It happens once a month. It lasts for five to seven days. It is a time when a female becomes physically, emotionally, and mentally affected. It has been known to be a women’s worse nightmare. It’s the infamous menstrual cycle. The only thing that makes this time manageable is a good, reliable tampon. The Tampax Pearl ad persuades buyers to purchase their product through role models, settings, and props. The ad context is directed towards the teenage female population. A high school football field is the setting for the ad. The main characters portrayed are high school cheerleaders. They are all dressed in matching uniforms with blue and white tops, white skirts, and white shoes. They are perceived to be cheering in the middle of a high school football game. There is a girl doing a toe touch as she is tossed into the air by three other cheerleaders. There is a look of uncertainty on her face, as she attempts to smile. This brings a bit of humor to the ad. Above her head is the text reading “At a moment like THIS, I don’t care if my tampons came in a little black box.” The other 4 cheerleaders are doing individual jumps in the background. Near the bottom of the ad is a Tampax box that has the shape of a heart on the front of the package. Beneath the logo are the words “Outsmart Mother Nature,” outlined in pink. The bottom center of the ad also reads “Tampax Pearl with Cleanguard protects better than Kotex.” To persuade potential buyers the Tampax Company uses teenage role models. The girls in the ad all appear to be happy, healthy, and carefree teenage girls. I believe that cheerleaders were used in the ad because it’s a very active sport. The girls in the ad are very pretty, well groomed, and appear lighthearted. It’s my belief, young girls will recognize this and attempt try to relate with the role model cheerleaders. I had thoughts while reading this ad. If very active teenage girls are able to use this product and be as carefree as they appear, many teenagers girls will definitely follow in their footsteps. A football field is a well- known setting for high school kids. By the Tampax ad using a football field for the setting, it is designed to draw in the teenage consumer. The field gives the sense of being outside in the open fresh air. They are not limited on space as there is a wide, open range. The large area that the cheerleaders have to move, make the buyer feel unrestricted with the freedom to roam about. When females are on their periods we tend to shy away from wearing white due to the fear of showing leaks. The color white gives the perception of cleanliness and freshness. With the cheerleaders dressed in white skirts, the ad gives a sense of security to wear white without showing any evidence. With cheerleaders being as active as they are, they must have an absorbent tampon. In order to perform their stunts and not be concerned of leaking onto a white uniform. I think this further provides buyers with the confidence that you don’t have to let your period control your attire or your activity of choice. You will be protected through both. With the context used in this ad, it draws in the teenage girl as a consumer and encouraging her to buy the Tampax Pearl tampons. The audience is intended to be girls who have hit puberty and have their periods. The Tampax Pearl ad did a great job of making the ad eye catching. The girls in the ad appear happy. Football games are usually a happy, lighthearted activity. Being able to relate to what is going on in the ad also makes the ad more appealing. I can relate to being a teenage girl. Fearing the worse, that someone will see evidence that my monthly visitor has arrived. The text in the ad lures in females. When you look at the text you see some in a soft pastel pink. The ad contains a package of tampons with a heart shape on the box. The heart gives the feeling of sensitivity and is appealing to female emotions. All women can relate to the feeling of menstrual cycles. Most women feel sluggish, and bloated with water weight. With the font being very tall and stick like, it takes away the feeling of bloating and gives more of a tall and slender feel. The words used in the ad are also very persuasive. When thinking of a menstrual cycle, the words that come to my mind are dirty, bothersome, and bulky. The ad clearly changes my mind by using such words as protection, clean, carefree, small and compact. The brand Tampax has been around for several years. The fact that they have a product they now call Tampax Pearl is a clever way to advertise, as many consumers relate pearl to the color white and the color white to cleanliness. In order for Tampax to persuade consumers to buy their product they effectively used popular teenage role models, genuine settings, props, and context that is clearly relatable to teenage girls. Good advertising approaches like role models and relatability help consumers to make tough decisions when picking one brand over another. With this ad having both of those qualities it definitely gives Tampax the advantage over other feminine product companies.