Covergirl Advertisement Analysis

At last, the day had come! A surely magical night for all teenagers Taylor’s age, her first high school dance. It seemed any moment she would burst with anticipation and joy. Attentively, she walked down the aisle of the store comparing the best types of cosmetics; she had to look perfect. Deciding she needed a break, she started to thumb through some Seventeen magazines. She gets merely four pages in when she spots Katy Perry; her absolute favorite singer appears before her eyes, modeling her line of Katy Kat Makeup for CoverGirl. Smiling, she lets out an “aww” as she sees a small white kitten perched on Katy Perry’s left shoulder. Gazing at all the diverse vivid colors the collection comes in, she now knows she must buy this the makeup. In

One of the most commonly used advertisement strategies that creators use is the appeal to the target audience’s emotions. According to Gia Salardi, an instructor in the Fashion Design and Merchandising department of Miami International University of Art & Design, “Marketers focus on the psychological emotions of the consumer when advertising beauty products”(Ray).Salardi continues to states, “Some of the psychological emotions that they focus on are positive feelings of confidence and pleasure, increase of self-esteem, social acceptance, and joy and happiness.” Humans, for the most part, are rather emotional creatures; many decisions directly correlate with the emotions a person feels. Positive feelings rather than negative one, increase the likelihood of a customer buying a product. CoverGirl knows this all to be true and effectively used this tactic in their Katy Kat

One of the most important and essential aspects of marketing is design, more specifically, color. Color can be a major contribution or hindrance in an advertisement. Color relates to persuasion and is one of the most controversial and interesting aspects of marketing (Ciotti). Opposers may argue that the color design of the ad creates no attention getter. The colors in an advertisement are important when grabbing the attention of a person quickly thumbing through a magazine, otherwise, the viewer may skip past it. For the majority of the CoverGirl ad, the colors consist of white and black with the only pure color being small text and Katy’s skin. Pure colors tend to be intense and bright colors that consist of warm and cool tones. These tones can affect the emotional state of a customer. Cool colors give a sense of serenity and calm and warm colors may make people uncomfortable or signify passion (“The Psychology and…”). Yet for the most part, the cover girl advertisement is black and white creating no such effects and having a scarce amount of colors that jump out at the audience.
However, “While color is desirable in most situations, it’s not desirable in all situations,” says assistant marketing professor Xiaoyan Deng from OSU’s Fisher College of Business (Color Correlation). Having