Bic Wite –Out Print Campaign

Based on what I have read the idea behind using Wite- Out is to fix things. This advertisement was said to be created in relation to all societal problems existing specifically in Kenya such as crime, poor infrastructure, poverty, lack of education including that of economic problems. Series of this print advertisement was actually created by Kenyan agency Flametree.

This advertisement caught my attention because it is a comparison of two images which seemed to be the same during the first glance but when I tried to center my attention, I’ve eventually seen the difference. Making mistakes is just a part of life but what wite-out says is that through using the product there is still chance to correct what was done wrong but we all know that it is only applicable to writing errors. The agency was able to successfully illustrate its product purpose through presenting current issues being faced by the country it is operating in. It is like an advocacy type of advertisement where it is stating the product’s purpose for the intention of making sales from it.

As you can notice it has its tagline, “Make it Right” next to the product itself which matches perfectly what is shown in the illustration. It shows a street kid who was deprived of the chance of being an educated individual and by using wite-out correction fluid; the can was turned into a book which means the life of the child was already corrected. Good word choice, I must say which made me more interested in analyzing it. It was very simple, not much effort was obviously exerted upon in presenting it yet the impact was undeniably effective and direct to the point.

It has used the transfer or emotional appeal, a type of propaganda which uses words or pictures which appeals to individual feelings. The aim of this technique is to transfer positive feelings or desires using a product. Just like what this advertisement portrays, that if someone will use the product then all things which were done the wrong way could still be corrected.

Mainly its target audiences were from Kenya. This advertisement had surely been a great factor for the products’ sales. Being able to convey what happens in reality made the product more interesting and attractive.