Introduction
Advertising isn't merely a way to sell things—it's a powerful machine that reflects and shapes cultural values. As strategic communication, advertising seeks to convince through appealing to individuals' wants, fears, and ideals. The techniques and messages of commercials throughout the years have evolved, and much can be learned about changing cultural norms. This entry will compare a 1940s Lifebuoy Soap ad to a contemporary Dove body wash commercial to see how attitudes toward cleanliness, beauty, and gender have changed—and what that says about us as a nation.
Ad analysis
Historical Ad
Title: "Lifebuoy Health Soap - B.O. - The Offender!"
Year: 1948
Source: Courtesy of Duke University Libraries Digital Collections – Ad*Access
Close Reading & Analysis
First Impressions
The dramatic, red bold headline "B.O.—the Offender!" grabs the attention at once. The woman's distress expression and over-the-top male reaction to body odor create more drama.
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