Chronic Migraine

"Cosmopolitan." Cosmopolitan, 1 Apr 2018, pp. 63
Clow, K.E. & Baack, D. (2016), Integrated Advertising, Promotion, and Marketing Communications. 7th Edition, 155-173

I found this ad in Cosmopolitan magazine. When looking at this ad you can see a huge link between the words displayed on the ad and the image that is the ad. This ad uses a generic message strategy (cognitive) to address their audience. A generic message strategy basically means that they chose to inform the consumer about the product without involving another company's product or using superiority. This is very straightforward and allows the consumer to see what they would actual be getting with a product like this. I think that this ad is using a fear appeal, in terms of severity and vulnerability. The reason I think this is because  anyone who is even paying attention to this ad or is considering purchasing this product has severe headaches. Without medication prescribed by a doctor they will continue to happen and get more severe. With that severity comes the vulnerability. Anyone with migraines is vulnerable to things that can make the migraine worst, making it harder to enjoy life. The fear of a migraine coming on when you are in the middle of a big presentation at work, or out at a concert, or even just enjoying family time can hinder the way you enjoy your life. I believe this ad uses a combination of an animation execution and an informative execution. The ad displays animation by showing a women surrounded by large boulders that are threatening to crush her. It is almost like an unstable rock tunnel. This is not realistic at all and impossible to do without some kind of animation. The most obvious execution was informative, because this whole ad is telling you what a migraine is considered and where to go for more information and treatment. the consumers that are looking at this ad will now know what to do to find out more about their migraines. The creative did a good job of picking strategies that work well together and create a memorable ad. However, I don't really feel like this ad fits in with the theme of all the other ads shown in the magazine. I do understand that anyone can have migraines, it still felt weird to see it with the makeup ads. I think for the specific problem that is presented I think a testimonial execution would have been really good, and that is common for situations like this. I feel like they could have even used an affective message strategy.  I could imagine an ad showing how in pain people are from migraines, allowing the audience to relate a little more to this.