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Copy of Advertising Campaign Analysis: Kotex "Not a shadow of a doubt"

COMN3700: Natalie Coulter (Instructor) TA: Christian Martius Student: Jibira Rajadurai Student # 210356327
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irem gökseven

on 4 January 2015

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Transcript of Copy of Advertising Campaign Analysis: Kotex "Not a shadow of a doubt"

Kimberly-Clark Company Presents

Kotex
"Not a shadow of
a doubt"
Step 2
Kotex introduced the advertising campaign “Not a shadow of a doubt with Kotex”, as a confidence enhancing product within the female community between 1946 and 1958. The ‘time of the month’ has always been an embarrassing topic for a woman and Kotex aims to find the solution with this campaign. The product being advertised stresses on the ability to conceal menstruation for women. The ads advertise the flat pressed ends that allow the pad to be hidden. Three different pads with differing levels of absorption pads are being available to best suit each woman’s needs. The campaign emphasizes on the confidence in women and as a result, the campaign displays recognition from the male gender. A deeper analysis is necessary within the ads existing in this campaign to further understand Kimberly-Clark’s approach with Kotex sanitary napkins. I will further your understanding of this campaign throughout this venture of the Not a shadow of a doubt with Kotex campaign. (Batchelor, 2005)
"Not a shadow of a
doubt with Kotex"
The Target Market
Kimberly-Clark aims to target all women with Kotex. Using the “Not a shadow of a doubt with Kotex” campaign, Kotex aims to serve the women who have entered the workforce replacing the men who have taken off for war. This specifically aims towards the U.S American Caucasian women, due to the inequality that existed among different races at that period of time. Thus, the ultimate target is U.S American Caucasian working women.
Psychographics
“Not a shadow of a doubt with Kotex” campaign targets the vulnerable women who experience insecurities within the workplace. They seek acceptance and importance, two aspects presented in Kotex advertisements. Kotex targets women who value hygiene and comfort. In addition, the campaign targets women who also, lack confidence. (Heinrich & Batchelor, 2005)
Step 3
AD # 1
AD # 2
Analyzing Ad One:
This specific ad featured in the Not a shadow of a doubt with Kotex was published in May of 1954. This medium portrays a lady that is a talented musician with what seems to be the ukulele. She is dressed with very rich fashion while standing with confidence. It is evident she is standing with confidence, due to her hip pushed to one side. In the background, there is a group that seems to make up a music ensemble. The man on the right leaning onto the piano seems to be singing, while recognizing the musically talented women. Due to the main focus on the woman, we assume that she is wearing the Kotex sanitary napkin. It is apparent through the text that the ad is promoting the comfort, protection, and concealment of the napkin. Also, the product placement provides a woman with a sense of freedom of choice between the three different absorption levels of sanitary napkins available. Also, the Kotex sanitary belt is a complimenting product with the Kotex napkin and therefore, the product is being promoted alongside the regular sanitary napkins. “More women choose Kotex than all sanitary napkins” provides women with reassurance that this is the best menstrual hygiene product available.
Analyzing Ad Two:
This ad in the Not a shadow of a doubt with Kotex campaign was featured in October of 1954. We can analyze a woman who seems to be measuring string. Through the image, we can assume that she sews. Due to her smile as she measures the string , the audience assumes the female is confident with her sewing talents. The woman portrayed in the image is beautiful and very fashionable. In the background, we analyze the two working men who seem to be in the office recognizing the lovely woman and her talent. The men seem to be attempting to approach the lady, specifically the man on the far left because he is the individual waving. Due to the main focus on the woman, we assume that she is wearing the Kotex sanitary napkin. It is apparent through the text that the ad is promoting the comfort, protection, and concealment of the napkin. The ad explicitly uses the sensitive term ‘trust’ to portray the hygiene product for women by promising “Safety you trust”. Also, the product placement provides a woman with a sense of freedom of choice between the three different absorption levels of sanitary napkins available. Also, the Kotex sanitary belt is a complimenting product with the Kotex napkins and therefore, the product is being promoted alongside the regular sanitary napkins. “More women choose Kotex than all sanitary napkins” provides women with reassurance that this is the best menstrual hygiene product available.
Demographics:
The demographics of the target audience are the working women between the ages of twenty and fourty-four. As a result of the men departing for war, a greater demand for women in the labour force was needed. This is evident through the graph displaying the Labour Force Participation among U.S Women. The data plot that applies to the working women during World War Two is represented through the women born between 1936 and 1945. Approximately forty-four percent of those in the labour force were aged from twenty to thirty-four and that exponentially increased to approximately to sixty-three percent to the age of forty-four. Therefore, the demographics of the “Not a shadow of a doubt with Kotex” campaign were for women between the ages of twenty and fourty-four. (Sultana, 2011)
The Main Messages of Both the Advertisements
The obvious messages in the advertisements include the text in the ad describing the amazing characteristics of the Kotex sanitary napkins. The sanitary napkins are able to provide each and every individual woman with menstrual protection and in addition, the Kotex sanitary napkin provides comfort and concealment. The product is suitable for all women and is evidently portrayed through the different absorption levels of the napkins. Furthermore, the three different boxes are shown in the ad to represent the freedom of choice for the women. Also, the product is portrayed as an invention that will provide women with confidence and knowledge of an impeccable fashion sense. The product will also provide women with recognition of their talent and work by the male gender. The main message in the ad is apparent in the campaign title, “Not a shadow of a doubt with Kotex”, as it portrays the message that a woman will not have to ever feel in doubt because the napkin is secure and concealed at all times.
In order to completely understand any advertising campaign, it is vital to conduct a deep analysis on the historical period of time the campaign was featured. These ads were presented in the 1950’s. At this specific time period, the men had just left for World War Two positioning the women to work to fill in the gaps in the work force during the post-war era. Although the amount of women in the workplace tripled from 1940, the average salary of a woman was less than sixty percent of the man’s. Due to the gender inequalities, women had to undergo several obstacles in the society. This resulted to the rise of insecurities for the women within the workplace and the lack of confidence to perform as well as the men in the workplace. This took a toll on the women not only in the workplace, but outside of the workplace as well. Therefore, Kimberly-Clark presents the Not a shadow of a doubt with Kotex campaign as a confidence booster for the female gender. The main purpose of the Kotex ads in this campaign is to display an environment a 1950’s woman desires, thus the advertisement depicts the women’s insecurities and delivers images to women in correlation to their fantasies. In order to have a complete understanding of this approach, it is critical to draw from the advertisements in relation to this historical period. (Schroder, 1976)
Critical Analysis of Both Ads
A great starting point would be the work/talent the women are performing in the ads. Due to this historical data, it can be concluded that the audience perceives the woman in the ad as a worker doing her job, whether that is to sew or teach music. The number one insecurity women faced in this time period was the lack of confidence to do the job. Kotex portrayed a confident woman doing her job; therefore the target audience builds a demand not so much for the product, but for that lifestyle.
Secondly, the background of both ads consists of a man who is trying to get a hold of the woman’s attention. This can be interpreted in two or both of these ways. (A) The lifestyle is amazing and is shown in the appearance of the woman, thus a male desires to have a heterosexual relationship with the woman. (B) The men in the company recognize the woman’s work. Gender inequality is not existent in the ads environment; therefore the men appreciate the female’s work. In each of the ads, it can be perceived that the background consists of men as co-workers in the company. In the first ad, the workplace can be perceived as a musical institute. The second ad’s background seems to consist of the corporate office workers of a sewing firm. The men seem to be pleased with the female’s performance in both ads, thus the target audience understands that the females have fulfilled their duties in the workplace exceptionally well. Again, the women desire the treatment displayed in the advertisements rather than the product itself.
Through an in-depth critical analysis on this advertising campaign, it is apparent the images of the people in the ads have no relation to the specific product being advertised. The ad is correlating the lifestyle displayed by the ad with the result of Kotex sanitary napkins. Women desire to be confident, recognized, important and beautiful, thus Kotex addresses the insecurities of the women by fixing them within the ad.
Critical Analysis Continued
Critical Analysis Continued
Critical Analysis Continued
The product itself:
a)The sanitary napkin was a hygiene menstrual product that stressed on the importance of cleanliness. The sanitary napkin becomes disposable as a symbol of sanitation. In addition, the creation of this market displayed the sacredness of womanhood.
b)The ad identifies the special features of the product that will avoid any embarrassment the menstrual period may cause. The advertisements also stresses on comfort for women by ensuring that the material used on the sanitary napkins are soft and reliable. However, many of the additional meanings were added in the ads, while completely distancing away from the product and shifting it’s correlation to confidence. Confidence was portrayed in the advertisements by displaying desirable women who were recognized as earlier discussed.
Links to consumer culture
a)What is the underlying narrative on consumer culture? How does this campaign fit in with some the mythologies and ideologies of consumer culture? What story does it tell about consumer culture?
b)I believe the underlying narrative of consumer culture is to make old goods obsolete. Companies will create reasons for the society to engage in consumption. This campaign specifically targets the audience by addressing their unfortunate mode of life, thus the company, Kotex, is able to sell the solution. Jean Baudrillard further explains, “satisfaction can never be fulfilled, and consequently that there can never be a needs” (Baudrillard, 1999). By stating this, he is attempting to explain that individuals will create new demands continuously and therefore, one will never be satisfied. This can be applied to the Kotex sanitary napkins because the product is disposable. The product is created for consumers to create more needs after consuming the product and thus, the women continue to take part in the consumption in of the menstrual hygiene products. A negative connotation is connected to consumer culture because it is of everyone’s knowledge that consumption is a result of greed and profit. As a result, there are serious consequence being faced due to the over-consumption occurring.
5 Essay Question
Step 4
1) Why are images that portray reality less effective than the images of fantasy placed in the Kotex ads for the female hygiene products?

2) Compare Karl Marx and Jean Baudrillard and their theories whether society is organized through production or consumption in relation to the "Not a shadow of a doubt with Kotex" campaign. Who's theory seems to apply to the female hygiene product?

3) Compare the Kotex ads from the 1950's, specifically in the "Not a shadow of a doubt with Kotex" campaign, with the present day campaigns. Of the two marketing techniques, which was the better approach?

4) What changes would you make to the "Not a shadow of a doubt with Kotex" campaign if you were organizing the campaign for the present day?

5) What are the major changes that would have occurred if the "Not a shadow of a doubt with Kotex" campaign included different ethic groups?
(Schroder, 1976)
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