target audience and appeals

The 2016 advertisement by colgate uses dominant symbolism of power in athletes along with the specific diction “strength” to appeal to the audiences need to dominate by submitting the belief that colgate toothpaste enhances the powerful smiles of its users. The advertisement is largely targeted towards women, as suggested by the use of a stereotypically sportif woman biting into boxing handwraps. The woman also carries an contentious facial expression which further appeals to the audiences need to dominate. The image relies heavily on the use of Ethos to persuade the audience to buy the product which is depicted to increase or enhance the user’s teeth.