Ad Analysis Huggins is a popular brand of diapers and baby wipes among parents who buy for there babies and toddlers. The Huggins advertisements was placed in Parent’s magazine, targeting soon to be mothers or parents who already had small children.
What was shown in these advertisements to help sell their brand of diapers and wipes is questionable. When looking at the two ads, my first reaction is why are the adds totally opposite. Was it Just to target different consumers, is it an example of how Huggins really views the differences in white & black cultures.Huggins goal with each ad was to target certain buyers. The first ad was with a happy black baby with a Mr.
. T hair style. The black baby was wearing a dark shirt that matches the camouflage spread the baby is laying on and was an overall dark picture.
There is a red ribbon with the caption in white that states “WE WANT YOU to test all new surest” with the black baby pointing to the reader. Is this ad specifically to attract the black audience? The main focus of this advertisement is the happy black baby that distracts from the darkness of the ad.About thirty pages later this same ad was in the same Parent’s magazine.
In this case, it wasn’t a black baby at all but a white baby. The white baby is surrounded by light colors and cartoon characters. The baby has a serious look on his face that will try to grab the attention of the person that’s turning the pages. The fact this ad is for wipes is not clear why it has a totally opposite looks. Having two ads in a magazine but with two different races is simple, to attract different types of readers to buy Huggins. “l WANT YOU FOR U.S ARMY, nearest recruiting station”, this is what Uncle Sam said to us with a stern finger. The main purpose of this statement was to encourage Americans to enlist to Join the army.
The ad with the black baby is pointing Just like Uncle Sam and Just above him is the statement “WE WANT YOU to test all new surest. ” They give you the impression that they both want you to do something. Uncle Sam wants you to Join the army and go to the nearest recruiting station, Huggins want you to buy diapers and test them on your baby.Words like protection, test, and sure-fit, can somehow be related to the military.
Both ad layout’s have a military -take action themes shown in different ways. Its possible to analyze more into the look of the baby and relate this whole ad to some kind of military theme. The Mohawk worn by the baby is like one Mr.. T wore in the A-team.
The A-Team was a popular sass’s American action adventure television series. Huggins has a mission to grab the attention of the reader. If you don’t remember their name, you will remember the colors of the logo.The red, white and dark blue can some how resemble the colors of the American flag.
The black baby is calling to recruit parents and soon to be parent to come and try there new diapers. The military theme and words like “protection “and “test” can mean that Huggins are ready to go to war and do what other diapers can’t. Do. The colors of red and white that are used in this ad are the same colors of the Huggins logo. Something as simple as noticing the color of the logo makes the ad a success. While shopping for the color. This part of the ad was effective .Why is the add with the white baby serious with light colored background and cartoon characters and the add with the black baby smiling in a dark shirt and dark background.
If only one of the adds had been placed in the magazine it would probably not be so apparent the differences portrayed. My opinion of the effectiveness is that white consumers will buy based on the add with the white baby, but being black, I feel that blacks would not purchase Huggins because of the way they portrayed the black baby if they see the two different adds.