Research Paper Help on Dettol Soap

Dettol Soap

Dettol soap has been long used in our household as a basic essential. From cleaning purposes to nursing wounds, Dettol has been of great help to many parents in taking care of their children. It has long been debated whether Dettol is trying to help individuals from contracting various bacteria or it is just making us paranoid of all the bacteria around us. The mission of the Dettol campaigns is to show parents the threats germs pose for their children. Their advertisements also show that the product might be used for various purposes in our households. From homes to schools, there are so many ways one can pick up endless germs and end up with an infection.

 Bacteria are around everywhere in this era, and Dettol has initiated very clever advertising campaigns to assure individuals that they cannot survive without their products. Their products range from soaps to antiseptics and hand sanitizers. Throughout previous years, advertisements have been abundant; they have become so many that many people pass them by without even reading their information. This has caused the companies to use the ideas of logos, ethos, and pathos in product promotion. They have to find a way in which they can connect and capture the viewers’ concentration. The use of these strategies has somehow captured the attention of viewers by impressing on their reasoning, morals, and attitudes.

The first advertisement is promoting an instantaneous hand sanitizer. The advertisement demonstrates how our hands risk infection throughout the day. Children have a tendency to play and cuddle with their puppies, pick up toys, crayons, and even cockroaches. The value of the hand disinfectant is that it kills 99% of the bacteria. Unlike soap, it can be used at whatever time and any place without the requirement for water or towels. The disadvantage is that it kills germs but does not wash away the dirt that soap and water do.

In the first advertisement, we see the use of ethos. Ethos is used to describe the viewer’s awareness of the advertisement’s integrity or influence in persuasion (Killingsworth). The advertisement has used substances and characters that children get into in their daily lives. Dettol has been used for years as both soap and an antiseptic; so, it is not a new term for the viewers. The company mostly used children in their advertisement to capture the interest of most parents. It has now used a little hand with many other little hands popping out, holding toys and other children stuff. The advertisement usually shows that it is important to mind the welfare of a child. Parents are supposed to be cautious about what the children play with. The sanitizer will be useful when the children go to parks or restraints. By simply putting it in their backpacks, parents can prevent the children from contracting millions of germs.

Pathos is the ability to make the audience arouse emotions or self-interest; it concerns the audience getting in touch with what they value the most (Franklin). The advertisement has instilled fear in the parent, by showing all the germs a child might contract. Most of the commercials use verbal communication or short phrases to capture the interest of their audience. This commercial communicates to the viewers how pictures and colours express significance as well. The advertisement has used the arm of a child because it relates to every parent. In the advertisement, there are pictures of what children may touch all through the day. We see a little child’s hand holding a cockroach, and we know that little boys like to play this kind of games. The picture shows what children experience in schools, such as having crayons, chewing gum, and holding a lime green substance that I think is mucus or vomit. When kids touch an object, the first instinct is to put in their faces. When a substance looks fine or smells good, like crayons, they tend to munch on it. It can lead to the spread of the germs. Parents cannot be there all the time to prevent their children from these germs. For this reason, the Dettol sanitizer comes in handy.

Logos is the utilization of approaches to persuade your viewers. It has genuineness as the basis of persuasion. Mothers tend to have an attachment to their children, and, for this reason, they care about what they touch and what they consume. For this reason, the advertisement used the strategy of little children’s hands to trigger the feelings and emotions of mothers. Children also tend to touch everything that they come into contact with. It is a natural intuition since they are naturally curious. The advertisement tries to instil fear and also give parents a way to protect their children from contracting the virus.

Second Advertisement

It demonstrates why Dettol would be a better choice than the other regular soaps. The photo shows one man lying on the floor with blood all over, with a knife stuck to his chest. The other man has blood all over his hand. The bottom of the photo has Dettol products, stating that Dettol does what no ordinary soap does. It is not an ideal advertisement, especially for children because it might traumatize them. It also depicts murder, which is not morally right in our society. Although there is humor in that, not everyone will get it.

The advertisement wants us to know that if we are ever covered in blood, we need an extraordinary soap like Dettol to do the magic. It is a valuable use of logos. It also depicts the importance of cleaning our hands. However, what the viewers perceive is a murder scene. According to the moral society, killing is bad because it is unlawful, and it causes greater harm than good. An additional aspect is that it reminds the killers to wash their bloodstain that means covering up their act. It will eventually lead to an immoral society because everyone will cover up their act, and no one will be held accountable for such immoral acts.

They desire to appeal to their viewers to always stay clean. The advertisement has used the ethos effectively. The use of blood is a symbol, to show that any stubborn stain can be cleaned, no matter the quantity. Knives can be cleaned using Dettol, as can the floorboards and even clothes. The advertisement tries to show the audience that it does not matter where the stain is because Dettol will clean it better than any ordinary soap. However, this is contradictory to how the audience feels. A dead person on the floor is not a good sight, and it does not arouse any feelings of wanting to use the product.

The advertisement wants us to think that it is humorous because of the blood scene and the slogan ‘what ordinary soap can’t do’. Here, they have successfully utilized pathos. It tried to be amusing and at the same time sell their product. Dettol wanted to be unique and edgy, in order to convince the viewers to buy their product. The problem is that it went too far; not everyone would find the humor in that. Many people would look at the corpse and the man’s bloody hands and be horrified. They would prefer not to buy the product because it seems to promote unlawful and immoral acts in the society.

Works Cited

 Franklin, Benjamin. Benjamin Franklin: Autobiography, Poor Richard, and Later Writings. New York, NY: Library of America, 2005. Print.

Killingsworth, Jimmie. “Rhetorical Appeals: A Revision.” Rhetoric Review 24.3 (2005): 249–63. Aca­demic Search Premier. Web. 11 July 2010.