Carmen Maria von Unrug College Writing 1 9-8-16 Professor Revard White Now? To be beautiful has its perks. Among them, an average 12% salary increase, and a better chance at marrying another “alpha”. Race is not so much the issue- Crest has made beauty the true issue. It has become increasingly common for companies to use cultural divides and such movements as ways to hook an audience, be they gullible enough to fall for it. The easiest way to do this, in past years, has been to ride on the coattails of the “Black Lives Matter” and “Black is Beautiful” movements. The above advertisement, makes clear use of this, using words implying confidence and privilege is derived from beauty. The Crest advertisement is, at the surface, about having brighter, whiter teeth, but actually is about social justice, and the “Black is Beautiful” movement, equal rights, civil activism, and, deeper still, how beauty is what truly matters. The Crest advertisement is structured in a way that emphasizes the woman in the foreground, one of African-American descent, smiling, surrounded by the words, “My beautiful is a smile so bright I will never be overlooked.” There is a large circle, traveling off of the top of the page. The top of this segmented curved circle is a light baby blue, while the outside of the circle is white, summoning an image of classical toothpaste colors. The text is inside the circle, in a brilliant black color. Furthermore, the advertisement is followed by a short bit of text in the bottom right corner of the page, also black, which reads, “I’m going to get out there, dressed
with a smile and determination that gets noticed. I’m creating my own history and helping others create theirs. And I count on Crest 3D White to keep my smile bright. So I’m not just seen, I’m
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- Fall '09
- Writing, Crest advertisement