One of my favorite types of commercials are the Swiffer advertisements with the 90 year old couple. Every time is see the commercials, they always make me feel happier during and after the ad is done. The grandma and grandpa are so innocent, making the commercial so cute and enjoyable to watch. Without the old couple, I probably wouldn't really pay attention to Swiffer ads.
Swiffer Commercials are appealing to the need to nurture. Although there isn't a featuring of a puppy or a little kid, the advertisement is still appealing to our maternal or paternal instincts with the usage of an old couple. Along with the caring of our children, we also have to care for our own parents when they get too weak and old to care for themselves. Our grandmas and grandpas usually hold that special place in our hearts. They are the ones who have cared for us for the longest and because of this, our heart melts whenever we see grandmas or grandpas. When consumers see this commercial, they think of their own grandparents. They then feel that they should purchase the Swiffer duster to make their grandparent's lives easier. Their maternal or paternal instincts are catalyzed because they want to purchase a product to help them care for their grandpa and grandpa.
The technique of plain folks is being applied in the Swiffer advertisement. An ordinary old couple is shown included in the advertisement. The scenery is not that of a large mansion, but of a regular house. With this, Swiffer is trying to suggest that the duster acts as a good value for ordinary people. It's simple, yet useful, especially in those "hard to reach" spots. Anyone could use the product because they do not have to be rich or of a higher-class. Because of this, consumers are more persuaded into buying the product to the idea that it is suitable and useful for ordinary people.
The second advertising technique being used is simple solutions. Everyone comes face to face with those "hard to reach" spots, whether its in the house or somewhere else. These spots causes people to have to go get a chair or ladder to stand on if the dirty area is too high up. However, if the area is between, behind, or underneath and can only be reached through a small opening, normal dusters are not able to clean up the spot. Swiffer attacks these multiple issues with the simple solution of their duster. It has an extension handle that allows people to reach the spots that were too high to get and it's also thin and light enough to reach in between the small cracks. The duster pleases many consumers with its simple solution, causing them to want to purchase it because it makes cleaning that much easier.
The target market that the commercial is trying to reach are senior citizens with a simple lifestyle. As we get older, we naturally get weaker and become more reliant on others. We no longer have the ability to do specific things that we did in the past, such as stepping up on a chair to clean off the dust on a cabinet. It's scarier for senior citizens to do this because they might fall off and break multiple bones or possibly even die. Swiffer is therefore, trying to reach senior citizens with a simple lifestyle because they know that old people desire products that will help them fulfill tasks that their age no longer allows them to do. Along with this, the simple lifestyle is being targeted because the product is very useful for ordinary citizens. It isn't overly complicated to prevent plain old folks from knowing how to use it. Senior citizens are looking for products like the Swiffer Duster, and because of this, the target market for this commercial are simple-living senior citizens.
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