This Schick Razor commercial uses certain strategies and techniques to target specific audiences and their needs. First of all I saw this commercial originally during the Super Bowl and have seen it in other sports events since. What I think is that they are attempting to target an audience of a wide range of men from in their 20s and up, that need to shave. It is obvious that they are trying to connect with the need for autonomy because first, the main character is sitting in a chair on the opposite side of all of his competitors for the job, hinting that he is different. Second, he sees the pictures of the leaders at the company and sees that they are all bald, so he takes a risk and buys a razor to make himself bald also, giving him the edge for first impressions with the boss. Also this commercial is using the "wit and humor/sex appeal" because it gets the audience to maybe laugh a little bit and admire the cleverness of the main character. Another technique being is "Avante Garde", because this commercial suggests that using this specific razor with set you apart from the rest and make you look good in order to succeed in many ways (him having the edge for the interview and the girl giving him a look). Possibly another need that is being targeted is the need for prominence, because he was immediately admired and respected after he used the razor to shave his head and face. There are multiple implicit messages embedded in this ad, one being that this razor gives you a quick, easy, and clean shave that'll make you look and feel good. Another implicit message being that cleverness will bring you success with women and with your job. As well as the message that women have very different jobs than men, because there were no women waiting to be interviewed, only one that worked at the front desk.
12/10/16
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