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Finnsh Influence


Being in Finland I chose two advertisements from a Finnish magazine to analyze. These ads come from a lifestyle magazine for women, and the target group seems very clear when you see the ads.

The first advertisement is about toothpaste. This is usually a product that doesn’t wake very much emotions or engage the consumer. So many toothpaste manufacturers try to engage the consumer to the product by using science and experts like dentists. There is a well-known television ad for a toothpaste where the “expert” (an actress) says: “I’m not only a dentist, I’m a mother, too.” This uses the influence principle of Authority, using a role model with authority to persuade us that the product is good. Experts such as dentists or mothers for that matter are an efficient way of making us believe that the product is of higher quality or has better effects than a different brand. In this advertisement they use a dentist giving good advice and tips how to keep your teeth clean, using color and graphics.  

The next advertisement is about laundry detergent. This is another low-engaging product, meaning that the product does not usually wake emotions in a consumer. This brand uses a different role model in their ad, not an expert in laundry, but a popular lifestyle blogger.  It took me a while to identify which principles of influence they have used in this ad. Finally, I decided to go for Liking and Social proof. The role model, a popular blogger is well-known and respected person in her field. She is smart, liked and beautiful. The laundry detergent brand hopes her likeability rubs off on the product. In the advertisement she seems to use the product to clean her clothes, and adding the perfect accessories, so if the product is good enough for her it should be good enough for my delicates, thereof he social proof.

What is common for both ads is that they are designed in a way to be more like a feature than an ad, and trying to engage me as a customer emotionally to a product that usually does not wake any feelings or emotions.

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