Lever's ads show a great understanding of the society of his time.
He honed in on the difference in standing of woman and men along with the division of the class system and most obviously the war time patriotism that engulfed the country, playing on these areas to make very successful ads.
The audience most targeted by Sunlight soap was housewives, as they would most likely be buying and using the products. Lever had noticed that even though women took a sideline in the male orientated world of the time, he needed to persuade them that sunlight soap had the same ambitions they did. The ads controversially focused on empowering woman and bringing to light their very important role within the society.
The country during the war was as expected, very patriotic. the war was on everyone's mind most duly because of their loved ones that were away fighting. Lever made great use of this by making connection with sunlight soap and the british spirit. Making comparison to the superiority of the soldiers and the quality and necessity of his products. Obviously people were concerned for the conditions in which their soldiers were fighting in, and by marketing his soap as a very british comfort from to help them in the struggle, people became motivated to send sunlight soap to their troops.
Lever also made use of the class divide in Britain by commenting on the poor hygiene of the lower classes. He jumped on the growing necessity of personal cleanliness in order to gain a respected reputation, people of the higher classes would want to separate themselves from the working class and the sunlight soap told them that if they were cleaner they would be distinguished.
No comments:
Post a Comment