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Lorenzo Corneja

Mr. Steve Wyrick

CCP, ENG-1101(2)

9 October 2018

Reading Glasses Versus Multifocal Contacts

Have you ever realized that there are millions of people out there whose eyesight

diminish as they grow older; where it gets harder for them to read? There are many corporations

advertising their products of reading glasses to these people, but then there are other corporations

wanting to sell their products of contacts instead of reading glasses. Dailies Total①®️, for

example, are wanting to specifically direct their ad for multifocal contacts to possible customers

who are in need for reading glasses, by catching their attention to their ad instead, so they would

buy their product over regular reading glasses.

It is easy to say that the big bold purple text at the top of the ad, which says “Lose your

readers,” is what catches the attention of any customers looking for products to help them see

better. It is big and bold, so it’s basically impossible to not see at first glance. It is possible to say

that they used pathos, which is the appeal to emotions and feelings when creating this bold text

because it seems that they were trying to invoke a feeling of curiosity on what this ad may seem

to be about and what this ad would be trying to sell. For example, the phrase “Lose your

readers,” what could that possibly mean to a customer? It catches their attention, then after they

will look at the rest of the ad. Making them to possibly want to buy their product by looking at

the whole ad. Not everything in the advertisement is typically eye-catching for any possible

customer, but there is enough for them to want to look at the whole thing.
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Throughout the whole advertisement, it seems that the world “multifocal” is used plenty

of times to support how it can clearly help someone with terrible eyesight to be able to clearly

see near and far. It clearly states, below the picture of the Dailies Total①®️ box crushing the

glasses, “See clearly near and far with DAILIES TOTAL1①®️ Multifocal Contact Lenses.” And

just below that text in the smaller sized font, it says, “DAILIES TOTAL1®️ Multifocals let you

see clearly at all distances so you can live your life without the hassle of readers.” In this

statement, they are confirming their product to be more helpful than reading glasses (but

referring to them as just “readers”) and that their product is hassle free unlike reading glasses.

Like mentioned before in the advertisement, you can notice how there is a box of Dailies

Total①®️ multifocal contact lenses crushing a cheap pair of reading glasses. This certainly

pertains to the idea of pathos because knowing that pathos is the appeal to the emotional

connection between a reader and the writing, one can assume that Dailies Total①®️ was trying to

portray how their product is superior making customers feel how inconvenient reading glasses

are over how their multifocal contacts can be easier to use. It seems to say that a consumer that

uses reading glasses could separate away from their reading glasses to Dailies Total①®️ product.

It was quite interesting to see that most of the text in the advertisement are all bold

lettered and big enough for anybody to read. In actuality, it seems that the product sellers only

had certain things in bigger and bolder fonts than other things. Like mentioned previously, they

bolded the “Lose your readers.” to catch the attention of customers, they did not do so to the text

in the maroon colored box-shaped portion of the advertisement located at the bottom. Firstly, the

largest text in this section says, “Get a FREE* 5-day trial at SeeNearAndFar.com.” One can see
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why this is the one that is in a bigger font than the other text. It is to make clear that there is

something that someone can do for free; who wouldn’t want a free trial for a product anyway. In

contrast to this, in the smaller text it reads below, “*Eye exam may be required before lens trial.

Professional fees may apply. Offer available at participating offices.” This statement makes it

ironic because some people might not like this and will not buy their product and switch from

reading glasses because there is something more they might have to pay for. Making it not a free

thing to do.

One can say this advertisement could use more things to appeal to the target audience that

Dailies Total①®️ is trying to target. Presumably, as a possible consumer for such product could

suggest that they could use more of the idea of logos, which is the appeal to logic and reasoning,

by adding more things to say about their product. It is understandably logical that you want to

say more good facts about your product to make your customer know more about your product

and want to buy it more. On the other hand, they did use some way of logos by using the text

when they said that their multifocal contact lenses can clearly see at all distances because that

being said it is logical to make a customer feel smart. Furthermore, isn’t it logical to put on

contacts instead of using reading glasses because it seems much easier to use and put on contacts

for a day instead of worrying about the inconveniences of reading glasses to see better?

Noticing the whole advertisement, there is plenty of blank space in the advertisement.

Though the product sellers, Dailies Total①®️, used the right amount to fill up the page, one can

say that they could use more of the space they left out blank and added something more. It can be

argued against that it might not be needed and that Dailies Total①®️ already put everything they

needed to put into the advertisement to have the intent of getting people to look at their ad and
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read it all and want to buy their product alongside it, but the advertisement itself might not be at

its fullest appeal to their target audience for their product. Though they have met the important

appeals into the advertisement, it still misses the mark for it to fully appeal to their audience.

On the other hand, the advertisement is a little basic. Though it is the right amount of

basis for their intended audience, which is those who have reading glasses and should use their

product instead or people who needed a product to help them see better, it needs something more

to make it more appealing than it is. They could have possibly used a model or an actor that

could wear their product, but that doesn’t seem as reasonable as what they were trying to show

with their Dailies Total①®️ product box crushing the glasses. This pictures a much stronger idea

into their intended audience, but their intended audience is not specifically clear though.

Additionally, this advertisement appeals to mostly any customers sight (no pun intended)

to see how their product is like by reading about what their product can do. It was very logical of

them to put into how their products are like, so the customers have an interest in their product

knowing that it is better than reading glasses. On another note, they did not use much of ethos,

which is the appeal to morals and credibility, and mention truthfully whether their product is

actually good. One can typically be more interested to know if a product is true as it is said if

there was something that directly says that it is a good reliable product. They could have

probably added in the text that this product could be approved by doctors, but they did add a link

for the free-trial; that could possibly have more information about their product and could tell if

their product is reliable. The intended audience does not know that though and they probably

don’t know if the product is good because there was no credible source either.

Looking at this advertisement, it seems to be directed towards the middle class or upper

class. It does not seem something lower class people would be interested in to buy because you
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can probably say that most contact lenses are very expensive. Especially taking to account that

Dailies Total①®️ says that their product is “multifocal” meaning that it can see both far and near

distances. It would most likely be something expensive that not lower class people can buy, but

at least they are directing their advertisement to middle or upper-class people. Also, there were

not any gender-specific things to point out in this advertisement because everyone can wear

contacts. There was not any reason to gender-specify this product.

Adding on to the previous idea that the product sellers could have added more things to

appeal to their intended audience or customers, they could have possibly used more pathos to

invoke feelings into their possible consumers to their product. Though mentioned in the

beginning that the advertisement used pathos to invoke curiosity, they could have added

something else to invoke a different feeling such as desire or want. More towards to the idea to

make their intended audience to want to switch from their reading glasses to buy and use their

product instead.

The whole advertisement clearly shows what they are wanting to sell to the people and to

those who are in need of something to help them see better. Dailies Total①®️ caught the attention

of customers who are looking for reading glasses by clearly adding bold text and supporting

ideas of what their product would do, to have the intention of invoking the idea to their

customers to switch from reading glasses and buy their multifocal contacts instead. They did a

good enough job at trying to appeal to their target audience for selling their product to them.
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Work Cited

Alcon. “Dailies Total ①®️.” Family Circle, Meredith Corporation, Aug. 2018, p. 89.