S/M/121. A critical analysis comparing and contrasting two communications campaigns: The LUX shower gel and Imperial Leather campaigns

This essay compares and contrasts effectiveness of two advertising campaigns conducted by leading shower gel brands Lux and Imperial Leather. The essay analyses the influences, which make up the cognitive theory: cultural, social, personal and psychological issues surrounding consumers buying decisions and how addressing these factors contributed to the success communicating the brands' message across to its target audience. The Lux advert refers to the celebrity endorsed approach with Sarah Jessica Parker opposed to a family orientated approach by Imperial leather sponsoring 'Alton Towers' water flume ride and 'Ant and Dec's Saturday night takeaway.' Specific use of 'slogans' and an emphasis on Perceptual Organisation is included in the analysis as well as use of quotes to enrich the essay.