This is an advertisement for a CD progam, Speed Sleep. The ad depicts an adventurous looking, white male hanging from his harness on the side of a mountain with countless ropes of gear hanging from his belt. The background shows steep, green mountains that don’t get traveled often. The main logo in the top right corner states “Learn to sleep anywhere”. Located at the bottom of the ad is black banner with white print showing, “Speed Sleep www.speedsleep.com or call 1-888-61-sleep”. Also in the center of the ad is a small paragraph describing how Speed Sleep will cure sleep deprivation, and a picture of the CD popping out of its case is to the left. The man featured in the advertisement looks peacefully asleep, not worrying that he could fall at any moment.
This advertisement targets the courageous, outdoorsy people who have trouble sleeping a night. The ad uses association in the scene that it portrays. The people this advertisement is targeting enjoy being outside on beautiful, cloudless days. Being surrounded by lush green mountains is appealing to them, so this advertisement would catch their eye. This is untruthful, however, because other people besides active, healthy, Americans suffer from sleep deprivation. From targeting only this group this ad gives a false impression about who would benefit from this CD.
This ad also utilizes scientific evidence when stating, “100 million American suffer from sleep deprivation”. Because 100 million seems like a large number, it shocks the reader into reading more about a solution. This ad also doesn’t clearly state what the definition of ‘sleep deprivation is’, which could make readers who don’t actually have true sleep deprivation feel the need to purchase this product.
In addition, by drawing the easy conclusion of by listening to the tape you automatically fall asleep, the ad also uses extrapolation and simple solution. The reasons people suffer from sleep deprivation range from a number of things that a CD will not fix. Outside stressers such as job loss, moves, and family troubles will not be solved by a good night’s sleep.
Lastly, because Americans suffering from sleep deprivation have most likely tried other solutions, this ad is made to seem appealing by offering a “new drug-free” solution, which is intended to sound attractive to the reader. However, it is not uncommon for a type of drug to be prescribed in serious sleep deprivation cases. Offering a ‘new drug-free’ solution implies that the use of drugs in aiding sleep deprivation is bad, offending readers who currently use that method. Noise can also keep some people awake at night, so this product could be detrimental to their sleep, and this advertisement does not account for those people.
To make this advertisement less misleading the makers of Speed Sleep should, firstly, describe what sleep deprivation means. Secondly, they should change the scene of their advertisement so as not to isolate the people suffering from sleep deprivation who do not enjoy outdoors activities. To make this ad more truthful they should also put a warning for people that cannot fall asleep listening to any noise. This product would not work for every type of person.
There are a number of things left out of this advertisement. The run time of the CD should be stated on the advertisement. Readers could be under the impression that throughout the entire night the CD will continue to play and keep them in a deep sleep or if they can put in on repeat. In reality it could potentially shut off after an hour or two, leaving the listener awake again. Nowhere on the ad is the cost stated or exactly where to get it. Although a website and phone number are listed they don’t say whether or not that is where you can purchase the CD. The advertisement also does not say how long the CD takes to work. Does the CD lulls the listener to a peaceful sleep the first night or if it takes a week?
Lastly, because the man featured in the advertisement is a mountain climber outside on a beautiful day, this ad promotes the value of leading a healthy and active lifestyle. However, some readers could be offended and excluded by this if they are overweight and do not lead a healthy lifestyle. The ad also promotes a drug free life when offering a “drug free solution” and stating a “drug-free rest is within reach with the Speed Sleep CD program”. Readers that use a drug solution to their sleep deprivation could also be offended because this advertisement puts a negative spin on the use of drugs.