In Doug Lantry’s
analysis titled Stay Sweet As You Are, he inspects the audience of the 1922
Retinols soap, 1934 lux soap, and the 1954 Listerine mouthwash ads and their
tactics in getting that audience to buy into their product. He suggests that
all three of the ads center their attention on women and the implied feeling of
fulfilment that can only come from attracting male intrigue. Representatively
he asserts, “The intended consumers in the Resinol, Lux, and Listerine ads are
women, and the message of all three ads is that the product . . . is required
for-romantic or matrimonial success . . . the ultimate goal of every American
woman” (3).
In
conclusion to his analysis Lantry states his belief that women cannot be
content without being actively involved, if not the reason for joy in men’s
lives. The ads underlying statement stayed the same through each of the ads
though they may have given more credit to women’s independent roles in society
as the years progressed. The ads tell women to submit themselves to this fate,
their ultimate plot in life. The ads text implies that the women are able to
have men in their lives because they use their products (Lantry 3).
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