Oral-B iO Toothbrush Heads: Change now and get back to 100% cleaning power
https://www.youtube.com/embed/vWhRSmuOU6g
Messaging: Oral-B iO Toothbrush Heads are innovative instruments of personal care whose users are unique because of their decision to use the Oral-B product. Simon: This is an ad for a toothbrush, which centres its communication around the 'innovation' of its product (a replacement electronics toothbrush head). In doing so, it strongly implies (characterises) that its users are 'unique' (through a metaphorical association between the stated 'unique teeth' and an implied 'unique user' versus an assumed - and less special - 'generic user of generic toothbrushes'). The ad also implies that their product is superior to their competitors as a consequence of Oral-B's innovation - allowing it to be 'harder wearing' (and by implication, more 'efficient'). As it common with 'personal care' products, the ad uses imagery (lighting, colour palette, animated information diagrams etc.), which allude to the idea of 'medicalisation' i.e. that these things are hygienic/precise 'instruments' (and by implication, such instruments are specialised medical apparatus). And so, such 'medicalisation' for example, acts as a 'frame' (as per Erving Goffman's frame analysis'), which anticipates that interpretations based on recognisable images, stereotypes, metaphors, actors, messages. Note that 'Oral-B' is a Procter and Gamble Company (P&G) brand i.e. the messaging will be consistent with other brands owned by the same parent company - perhaps, review some other P&G brand ads - for example, P&G | Always 'Like a Girl' (2015) http://newpractices.co.uk/messaging/#5yLXrWLvwAo ---------------------------------------
