Research blog: Commercial Conventions

  I am doing a commercial for hand sanitizers. Nowadays hand sanitizers aren’t used for a quick just in case or accessorizing anymore. All the commercials promote safety, social distancing and covid prevention tips. So, to get a general perspective of hand sanitizer commercials, I took a trip to the past. I scrolled all the way back to the year 2014 and further to watch their commercials. Back then they used the strategy of pathos to appeal to your emotions. They had people holding hands, having relationships of all kinds and gives you a sense of feeling safe, and telling you that while you have those connections, safety is also an important factor. That is very different from now, which entails of people walking away from each other, having as limited interaction with others as possible and using logos which is giving people statistics of Covid and telling people to use their common sense and hand sanitize their hands after touching surfaces and others. A similarity of both commercials are ethos, they both talk about doctor recommendations and give credibility of the products. This is also the convention of the commercial, doctors and hand sanitizer stations. These are the things that occur frequently in all hand sanitizer commercials. The recommended value are those that state kills 99% of germs, this gives the best results. Walking into many establishments you are now greeted with hand sanitizers and a temperature check. The evolution of hand sanitizers have changed a lot from viewing the old commercials. These can be bought anywhere from the dollar store to bath and body works. Hand sanitizers should not be the replacement of soap and water. Hand sanitizers contain alcohol which is flammable and  should be used with caution. A news report has a last who caught fire in her on home from putting on hand sanitizer then lighting a candle. 

  • Old commercials had lots of touching, no mask “normal society”, today’s commercials have masks, all facts and Covid death numbers everywhere.

  • Back then it was about connecting while being safe, now it is about staying safe at all times 

  • The conventions for hand sanitizer commercials are the same for past and present.










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