Video Link: http://www.youtube.com/watch?v=9q1eTWs_tls&feature=related
Pro-active is one of the leading acne solutions sold today in the United States, often using celebrities such as Jessica Simpson and Katy Perry to represent the solution. However, the following commercial is a testimonial Pro-Active commercial, which is just as effective if not more effective than the celebrity testimonies.
Although this commercial does not have celebrity allure, it is effective in telling the “acne story” of an average person, rather than someone famous. Since this commercial showcases a non-celebrity, I found it to be more realistic and believable; celebrities look good no matter what, so of course they are going to claim to “look better” after using Pro-Active acne solution. However, seeing an average person with glowing skin is less common and therefore makes the product seem more attainable and effective. When I hear stories from common people, I am more ready to believe them when they support a product because they do not have professional makeup artists and stylists to constantly make them appear beautiful.
In addition to the practical sense of this commercial, the makers of the commercial also took into consideration the political economy of television advertisements. Since they did not have to hire a celebrity or an actress to pose as a testimonial, they were able to spend less money on talent and talent agents by hiring a common consumer of the product. In addition, they do not use fancy camera angles, thus saving money on camera operators and special effects artists. Lastly, by using the photographs of the testimonial’s “before and after” skin photos, the commercial was able to use a simple slideshow technique while maintaining the practicality and believability of the product through the photos.
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