Listerine: The Answer to Bad Breath

DeVry University Have you ever worried about your breath? In certain circumstances your breath can play a role in whether you get a job, go on a date, or make the sale. It is a representation of your personal hygiene to most people. If you’ve been asked to light candles by blowing at them you know you have an issue. Then there is the health concerns that bad breath could be a sign of another issue like gum disease or gingivitis. Listerine may be the answer to your concerns. The 1971 Listerine ad, “I hate it, but I love it,” can be assessed using reason, reputation, and emotion. Let’s start by looking at the reason for buying Listerine. This 1971 Listerine ad utilizes an “if… then” format that is very effective. The text in the ad states, “I figure that anything that tastes this bad has got to work”. The taste of the original Listerine is basically a trademark for the product for many years at this point. So if the Listerine tastes this bad, it then has to work. Also, the text includes some data which states that, “It even kills germs that can cause bad breath”. This is direct communication of some facts about the product. Beyond the very highlighted, “I hate it, but I love it”, the “kills germs that can cause bad breath” is an excellent cache phrase that has been marketed for years. The ad is utilizing logos with these ad phrases to expound on the logic for buying Listerine. The above reasoning supports an effective product used by many consumers over a long period of time.

In like manner, let’s look at the credibility of Listerine. The reputation of Listerine is being supported by the text and the endearing photo of an older gentleman. The text states, “So sure I use it. Twice a day, in fact.” If an older very trustworthy gentleman uses this product twice a day, it must have a great reputation. This statement implies he’s been using this product for quite some time. In other words, I trust this product over a long period of time and it works. You should also trust to use it! The creditability or ethos of these statements is underlined and highlighted in your mind very effectively with these phrases.

On the other hand, we also have the emotional marketing of the product. There is an unwritten promise this product will work for you. The gentleman has a hand over his heart and is pledging to us that the product works for him and we should use it also. He has a smile on his face during a rainy day. The image itself sells the product as reliable and effective. The use of pathos is very well done considering all the unwritten cues in the visual ad.

Finally, this product exudes dependability and reliability. The gentleman in the ad is not suffering from halitosis or bad breath. The germs in his mouth have been killed with this product. He’s controlled gum disease and is basically putting his reputation on the line that the product works very well and we should buy it. The ad and the product are marketing to the older generation. You can trust this smiling older man with a hand over his heart. It may taste bad but it’s good for you is very synonymous with taking castor oil for constipation issues among other things. It tastes awful but it will be good for you. Unlike castor oil, Listerine has successfully utilized there brand to sell this product for over a century.

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