1
THE AMAZING BEAUTY PRODUCT CREST
Joshua Almond
Introduction to Critical Media and Cultural Studies
Fall 2012
“On my honor, I have not given, nor received, nor witnessed any unauthorized assistance on this work.”
2
Abstract
Using a textual analysis to examine the Crest ad in the August 2012 issue of People
Magazine. I argue that it constructs the reader as ignorant and image-focused, dependent on the
opinion of beauty editors rather than medical professionals to tell them what is best for their
health. The ad thus suggests that being beautiful is healthy, instead of being healthy is beautiful
through the emphasis in both the image and the copy. Moreover, I argue that the placement of
this ad in People Magazine, gives context to the ad, connecting the use of Crest 3D White to the
superficial beauty and success of the celebrities featured in the magazine.
“On my honor, I have not given, nor received, nor witnessed any unauthorized assistance on this work.”
3
A few days ago I was sent out to pick up a few items from the store. One of the items on
the list was some “good” toothpaste. I was perplexed, not sure what made toothpaste “good” or
“bad”. Surprisingly, after I asked this question I was told to buy based on what made teeth “look
the best”. I found that answer to be unhelpful, to say the least. While reading the August 2012
issue of People Magazine, I finally found the help I needed. Through a textual analysis of the
Crest advertisement from that issue, I argue that the reader is constructed as inept, dependent on
the opinion of a beauty editor, rather than a medical professional, that suggests that being
beautiful is healthy (rather than the reverse) and therefore sets a superficial bar of perfection.
The Crest ad claims twice through the copy that “top” beauty editors agree that Crest 3D
White is the best (at what, I’m not sure). The ad does not have any endorsements from medical
professionals, e.g., the American Dental Association, which is standard for advertisements for
dentals hygiene products. It is thus constructing the audience in a way in which they should not
need or want these types of endorsements to want to buy Crest. In other words, it constructs its
audience as image/beauty centered rather than health centered. The image is “sealed” with the
endorsement of beauty editors’ number choice. This seal is of course bogus and fails to give any
details on when or on what criteria it was judged. As if to say a shiny seal placed on the ad gives
it creditability, and that the lack of information to back this seal would indicate it is above
question or reproach.
The image itself is rather simple, almost amazingly so for a beauty-focused ad. It
contains a toothbrush, a box of toothpaste, mouth wash and whitening strips. The imagery used
here is reminiscent of a photo shoot or a red carpet moment. The dark blue to black background
is fairly uncommon in a hygiene product; white is normally used to reinforce cleanliness and
health. Furthermore, the glimmering light bursts almost humanize the products having their
“On my honor, I have not given, nor received, nor witnessed any unauthorized assistance on this work.”
4
pictures taken (which fits well with a magazine about celebrities). So an overall look at the ad
looks like this, the products, three statements that beauty editors endorse these products, and the
slogan “life opens up when you do”. The slogan is a creative pun involving taking care of your
oral hygiene; however, in the context of this ad it also suggests that the reader should just take in
what s/he is told, not question it and life will be better. The ad makes no attempt to sell the
product in terms of hygiene or health, or by any other means than the blessing of unspecified,
unknown, and unnumbered beauty editors. Furthermore, an editor title does not make a person(s)
an expert on the material being edited, just designates them as a publishing professional. This ad
constructs the reader as not needing any information on the product, any proof that it works or is
safe, because the reader not only should, but will be spoon-fed the opinion by unqualified and
unnamed “experts”.
So why would the opinion of beauty editors be on an ad like this, beauty editors write a
about beauty, not health. The Crest ad is instituting the idea that beauty is healthy or that beauty
and health are somehow equal. This is a very different statement than, being healthy equals
beauty or that being healthy is beautiful. This distinction is a very key point in understanding
what this ad is saying; it is also very scary, for instance by making a health product such as
toothpaste into a beauty product, removes the need for medical credibility. A health product
without the credibility of a healthcare professional can be a dangerous idea. An example, a
person could use bleach to whiten their teeth, it would do the trick. However, a dentist or doctor
would tell you not to because it could kill you or cause irreversible damage to your mouth. This
example of course is an exaggeration and completely ridiculous, but it does illustrate a flaw in
allowing a health product to be converted into a beauty product under the new distinction that
being beautiful is healthy and not the other way around. People magazine has a very strong
“On my honor, I have not given, nor received, nor witnessed any unauthorized assistance on this work.”
5
middle class and middle-aged female reader base1. The placement of the Crest ad in People
provides a strong message to woman, and mothers. The ad infers to be healthy you have to look
the part, because top beauty editors say so.
People magazine is filled with articles and pictures of the lives of famous, beautiful
celebrities. The ad claims that beauty editors back it, therefore a beauty product, which receives
context from the very beautiful celebrities. The ad argues the fantasy that to be like the people
displayed in the magazine that you must be beautiful, and that the only way to achieve such
beauty is to use Crest 3D White. Having the bar set so high by the context of the magazine, the
ad plays on the ideas of fear, and desire. Fear both of not being perfectly beautiful and not fitting
in but also not being able to catch up to the surreal lives of the people depicted. Fear drives the
idea that if you use this product you will be closer to looking and being like the celebrities. The
ad also instills a since of desire, desire to look and live like a movie star. The desire to rise above
this constructed imperfect self by using Crest 3D White, to reach perfection that is being a Celeb.
Since the demographics of People are mostly middle-aged middle class women and mothers,
People claims out of its 42 million readers that 1 in 4 are mothers, it could also be inferred that
these fears and desires are pasted on to the families of these women. The ad constructs more than
just a few ideas but pushes the idea of what the social norm should be in the opinion of the Ad.
There is a lot to be said about how a person views the world, and what makes sense. The
Crest Ad in People toys with ideas of classification of product type, the distinctions between
health and beauty and provides constructed audiences with a fantasy world using Crest 3D White
as a gateway to the life of the rich and famous. The ad and the ideas it conveys is much like a
sign one might see at an amusement park, you must be at least this tall in order to ride this ride,
“On my honor, I have not given, nor received, nor witnessed any unauthorized assistance on this work.”
6
but in the case of this ad; you must be this beautiful to be healthy, you must be this beautiful to
be happy, you must be this beautiful to be famous or successful and you must use this product to
be this beautiful. Also, just like those signs that say “because we said so” in the term of “Thank
You, Management”, the ad stamps on “Beauty Editor’s #1 choice” and the reader takes it at face
value, because advertisers would never lie, would they.
Bibliography
Karen Kovacs, “People Media Kit,” People Magazine, August 2011,
http://www.people.com/people/static/mediakit/index.html)
“On my honor, I have not given, nor received, nor witnessed any unauthorized assistance on this work.”