Greek Frozen Yogurt Advert Analysis

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Dannon has been around since 1942, producing a variety of yogurt products. Their goal is to provide products for anyone who buys groceries or wants to live a healthier lifestyle (“Our History”). The company reaches out to people who have digestive problems with Activia, those who want a healthier snack, or someone who just wants a delicious treat. One of the most recent products added to their line-up is greek frozen yogurt (Why is Activia). The “Dannon Oikos- Greek Frozen Yogurt” advertisement uses effective celebrity endorsement, relatable situations, and strong facts to convince any shopper to buy their product.
The advertisement effectively utilizes ethos by implementing a popular celebrity to endorse their product, which in this case is John Stamos. He is well-known for playing the handsome Uncle Jesse in the family sit-com Full House, but nowadays he is regularly starring in Dannon Oikos Greek Yogurt commercials. John Stamos is still considered an “iconic” man and a great actor, so his continuous appearances in Oikos commercials make the advertisements popular. His familiar face draws viewers in and his funny wit keeps people watching. Stamos brings charm and humor to the advertisement that makes watching commercials on television more bearable.
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The advertisement provides shoppers with hard facts that make their product seem like a healthier alternative to comfort foods. It also uses music, lighting, camera angles, and comedy to twist our emotions, making us sympathize and relate to Stamos. Choosing a celebrity to endorse a product can make or break the product sales. John Stamos’s popularity and good looks help him to effectively endorse the product. This commercial persuades anyone to want to buy this product, even if just to compare the taste to regular ice

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