The Closing

In the final frames (around 0:28), the facewash tube itself is shown, floating in pitch-black emptiness. The way the darkness surrounds the tube suggests that no external light source was used for lighting. The light seems to be emitted radially, from the object at the center of the screen – the tube itself!

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The contrast between the bright, radiant facewash tube and the dark void is analogous to that between the customer’s face, after using the product, and the grey, polluted surroundings.

The facewash ad closes leaving the audience with a guarantee: one tone fairer skin. The guarantee is a means of growing trust in the audience’s mind. The ad made a promise – and therefore the facewash must work.

On first reading, this looks like a reasonable promise, until the words are analyzed. The promise is extremely vague, because no time frame is provided. How long will the skin take to become fairer?

In addition to this, the guarantee is also made on unstable grounds. The support the ad uses for its guarantee is “self-assessment on 118 individuals”. These words of support are in a small font at the bottom of the screen for a reason, perhaps because the source isn’t very credible.

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In this context, the placebo effect suggests that the facewash could have been completely ineffective, but due to the participants’ belief in the facewash, they reported a positive result.

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