Polident Advertisement

What is the promise of benefit offered by this headline?
"Now she's not ashamed of her false teeth smile." Polident has been known for decades as being the denture glue of the future. Even throughout the 40's in advertising, Polident was at the top of its game with this advertisement. The headline in this case is promising a better looking smile for all its users. It is essentially using comparisons to other cleaning agents saying that the other cleaning products will make the consumer feel trashy and dirty.

How does the illustration demonstrate the product? How does this illustration attract attention?
As you can see from the advertisement, consumers are immediately attracted to the lovely girl on the cover with an even lovelier smile. The image shows the audience, being elderly, that they could be just as beautiful (if not more beautiful) than the "youngster" on the advertisement. The illustration shows that the beauty of a woman is all in the smile and how it leads to their inner beauty.

What proofs of the promise of benefit in the headline are offered by the body copy?
The promise of benefit in this advertisement, being confident in your smile, is proved in many cases in the body copy of this article. They start by asking the customer is their smile is causing them to look trash and loosing their charm because of the lack of confidence. The promise is then proven by telling the audience exactly what they want to hear. Making it easy, "with not brushing required"and using words that appeal to the user such as purifies after making the customer feel like they have been making the wrong decision for years not only for the healthiness of the dentures but also the confidence in every smile.

What action does this ad tell readers to take?
The Polident advertisement tells the buyer to go out and buy the product so they may feel young and beautiful again and never again be afraid to smile. By making sure to put in customer reviews into the mix, they show that this is not a new product but instead is a widely acclaimed product that is bought by the common person. They also threw in the cost of the item that is being sold and made sure to say that it is more than just affordable but is a necessity for anyone who wants to look fabulous!




Polident Advertisement