Clearasil makes a connection??? No

            Clearasil's got a commercial, and it was like the anti-connection, if that makes any sense. The slogan, aimed at teens, was literally "We know your acne, we just don't know you". I mean, at least they're being honest. But this commercial is worth a glance over for teens-- it's quite something.

            Where to begin? There's a large amount of material to dive into, so I'm going to start with the basic concept, and move on from there.

            This entire commercial is an attempt to establish ethos. Clearasil mentions several times that they know acne, and they only want teens to know that their product works fast. The early images of their board of directors and technicians in the lab try to show that they are credible. They are scientists, after all, or so they say.

            The female voice used throughout the commercial is very soft and passive. She attempts to reach teens without scaring them off. She tries to say "hardcore", but messes up several times. She is quietly appreciative of teen culture, and never raises her voice or accuses teens for their sometimes self-destructive and acne-causing behaviors. She asks the teens for help, validating their need to be heard by someone. The use of this voice is an attempt to get teens to feel comfortable and safe with Clearasil.

            A lot of the light is very natural, even indoors. The colors are also not aggressively bright. The background music is very calming. There is no hard-hitting rap or funky jazz or hip hop. Again, these methods attempt to establish a feeling of comfort.

            The use of aspects of teen culture, like food and activities, are meant to try and reach teens where they are. Clearasil claims they don't know teens, and that makes it seem like they are taking shots in the dark to less observant viewers. But all the aspects they chose are definitely fixtures of the teen life. Pizza, soda, snacks, skateboarding, dancing, edgy clothes, and hanging out with friends are all things that teens tend to enjoy.

            As a sort of last note, I found the board of directors very interesting. Out of 7 actors, 4 were female. Females are used a lot in similar media settings, as they are said to make people feel calmer and more safe. The three males are very nonthreatening. The standing man looks really silly, the old man looks like someone's grandpa, and the last man, the one with his hands folded, is passive-looking and not standing up. Because acne makes teens so uncomfortable, Clearasil shows them a safe way to get rid of it.

            While I'll admit I was tempted to buy some Clearasil, I'll hold off. The implicit suggestion that they know my plight as a teenager is tempting, but I think I'll play it by ear.

Please, feel free to discuss any aspects you think I may not have discussed enough! Thanks.