Activity 2 The fear factor


Proactiv is a skincare product for acne. Look at the advertisement on ‘Proactiv Canada’

In pairs, answer the following questions. You can add these to a shared Google document or classroom blog.

  • Who is the target audience for this advertisement? (How do you know?)
  • What is the purpose of this advertisement?
  • What is the context of this advertisement — that is, where are you likely to see it?
  • What is the main message of the advertisement and what attitudes underpin the message?
  • Who will benefit from this advertisement and how?

Now look at the advertising techniques page. Identify which techniques are being used in the Proactiv advertisement.