SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN

FOUNDATION IN NATURAL AND BUILT ENVIRONMENTS

NAME: Carlson Ko

STUDENT ID NO: 0319564

WORD COUNT: 315

SOCIAL PSYCHOLOGY (PSY 30203)

ASSIGNMENT 1: SECOND INDIVIDUAL JOURNAL

LECTURER: MS. NORUL HIDAYAH

SUBMISSION DATE: 18TH DECEMBER 2014

Carlson Ko | FNBE April 2014 | Social Psychology (PSY 30203) | Second Individual Journal

This Lux advertisement was found in The Star newspaper on Saturday, 13th December 2014.

With a Tesco logo on the top, this advertisement features a man being seduced by a woman advertising

shower cream by the brand Lux. A prominent message “Ignite the Spark” stands out at the top of the

advertisement followed by the message “With Irresistibly Soft Fragrant Skin”.

In my opinion, this advertisement applies four persuasion methods. The first one is using

attractive communicators. Both the man and woman are dressed up elegantly. They are both good

looking and the woman is seen to have soft and fair skin portraying the image of Lux.

Next, credible communicators are used in this advertisement. When people see the man being

seduced by the woman because of her skin, people will trust the brand as the woman has soft and

smooth skin by using the product and men will be seduced if women use the product. The woman is

credible because her beauty is directly related to the Lux shower cream.

Not only that, this advertisement conveys messages that do not appear to change attitude. The

message “Ignite the Spark with irresistibly soft fragrant skin”, does not appear to manipulate the

readers’ attitude towards using the product Lux. It does not show tendency to persuade the readers to

use the brand. It is not directly related to the product itself as one can’t get seduced by men by having

only soft and fragrant skin by using the product.

Finally, the message “Ignite the Spark” is a message with emotional content. This message may

appeal to most young girls and women. They may be charmed by this mesmerizing messaged being

portrayed. This is an effective method of persuasion as emotional contents are much more appealing as

compared to logical analysis. This advertising mood is efficient to attract customers especially women

who want to have better skin.

Carlson Ko | FNBE April 2014 | Social Psychology (PSY 30203) | Second Individual Journal

Carlson Ko | FNBE April 2014 | Social Psychology (PSY 30203) | Second Individual Journal