Media Advertising - Colgate Advertising Strategies Over the Years

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A Look at Colgate Advertising Strategies Over the Years

"To be, or not to be?" This is the question that plagues companies every year. The business is one of survival- survival of the fittest. Companies around the world are constantly scattering about, developing new weapons in nuclear advertisement. Having looked back at old strategies, it is interesting to see the strategies that worked have lasted over time. Since the April 5, 1937 edition of LIFE magazine, Colgate's advertisements have evolved to appeal to different audiences as seen in another ad in the January 1985 edition of LIFE. Though targeting different audiences over the past fifty years, Colgate has kept many of their original advertising strategies, but has changed their
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Colgate is no longer advertising their product with the oh-so effective sex appeal, but has deliberately stumbled upon a new audience and a new motive that they would have for buying their product. The audience is still made up of adults, and for the most part young parents. They are clearly the mothers who are viewing, and because they want to help their children, they relate to Colgate's ad. Colgate has learned that people are a lot more conscience about family members, particularly mothers with children, than people are about themselves. The children being the new item of importance, brings an obligation to the mothers. "It is a mothers responsibility to buy Colgate." "Good mothers buy Colgate." "If you love your children, do something great for them at a small cost." These are the types of messages that Colgate is throwing at the mothers in the audience. Colgate's strategy of making the message is nice and comfortable, but strong and directly aimed at a specific audience, and this is why this ad is very effective.

Another effective strategy used by a company in advertising is the use of lines. These lines are made to direct the viewers eye at something specific, usually the product. In the ad of the fifties, about half of the lines are horizontal, displaying a sense of stability, support and confidence. A horizontal white line seems to underline Ray when he states, "...I'm going out!" It then bends down and points to the next caption. The last four
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