Hiding with Foundation
What’s behind every product that’s being advertised? What is the purpose of all this advertisement? Is it a good or a bad thing? The Neutrogena commercial Healthy skin liquid make up demonstrates how women can have a perfect skin by purchasing the Neutrogena foundation. The commercial uses a woman that has nice skin with no pimples or pores; it also shows different color shades of foundation and uses phrases such as “Imagine a makeup that can make your skin grow more beautiful every time you wear it”. This commercial can connect to the readings “Making the Emotional Connection” and “Exploitation as cool” because both readings uses strategies that the commercial is using to advertise its product. Even though the Neutrogena commercial uses beautiful woman with a perfect face, smooth skin, and quotes to advertise their products women intend to buy their products because they want to look as beautiful as the woman who is advertising the product and feel more secure about themselves however, not all products work the same with every women.
In the reading “Making the Emotional Connection” from Brandweek, it talks about Emotional branding how marketplace uses emotional aspects on products and how the brand comes to life for people and forges a deeper, lasting connection. The way people feel towards the product leads them in buying it. This reading connects to the Neutrogena commercial because people who advertise these commercials know that many women wishes to have a perfect skin with no pimples, marks in their face, and wrinkles. In the commercial Neutrogena Healthy Skin Liquid Makeup, they use a woman that has perfect skin with no pimples or marks in her face. They use the phrase “Skin can grow more beautifu...
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...I believe the way commercials advertise their products it’s a bad thing due to the fact that many of them use skinny women, attractive men, women with a perfect skin that doesn’t even exist in real life. It’s not right to advertise their products the way they do because commercials never use people’s natural beauty and this causes many people to feel insecure about their physical appearance. This can also be the reason why many teenage girls have anorexia because they see beautiful women with a perfect body and they might wish to have their body like that so they start to starve themselves.
Work Cited
Brandweek. “Making the Emotional Connection”. Academic Search Premier. Jan 2001: Vol 42, Issue 5.
Kilbourne, Jean. “Exploitation as Cool”. Branded: The Buying and Selling of Teenagers. Quart, Alissa. New York: Perseus Publishing, 2003. 239 pg. Print.
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Cover Girl cosmetics have been the top-seller since 1961 and are still going strong. It is hard, with all the advanced lines of make-up for one product to go as far as Cover girl has, so how does Cover Girl cosmetics do it? A lot of Cover Girl’s strong, on going successes are due to changing the look of the product, exceptional promotions which the public can’t look over, giving a cosmetic appeal to both older and younger aged women and most importantly by using near perfect women and teens to model their products. Although it’s wonderful that Cover Girl has been and still is so successful, it has put a dentation in today’s society in what women’s appearance should and shouldn’t be. Women and young adolescence are confused of what their appearance should be. Cover Girl has many famous models; one inparticular is the famous country singer Faith Hill. Faith is tall, skinny, and flawless. When women see models like her doing the advertising for Cover Girl, they automatically feel that they should look the same. Later in this paper I will go into semiotics which derives from the Greek word semeion meaning sign, it basically describes how people interpret different signs, such as models, and how these signs might effect one’s life and self-esteem. Proctor & Gamble are the owners and starters of Cover Girl cosmetics. To keep up the success of Cover Girl they must keep on top of the advertising game to stay above the competitors. To do this they do many promotions, some include using famous singers, changing displays, giving away samples and one of the most important advertisement of all is the models Cover Girls incorporates in their ads. Cover Girls did one promotion with Target stores to promote their product. They used the famous group 98 Degrees to make a sweepstakes called, “Fall in Love with 98 Degrees Sweepstakes.” The grand prizewinner of this sweepstakes is an appearance in the new 98 Degrees music video. This advertising doesn’t just take place in the Target stores; it also takes place in Teen magazine, stickers on the new 98 Degrees CDs, a national radio campaign, and the national Teen People magazine. Because it’s teens that mainly listen to the music that 98 Degrees produces, it’s the teens that this particular promotion is focused on. I s...
When viewing this advertisement, one can say it is effective in a way by using the tactics of ethos and pathos. Moreover, relating back to our common struggle with acne in comparison to a well-known celebrity, Adam Levine. Adam was trying to make it seem as if he went through the same phase any normal non-famous teenager would experience. Thus, this advertisement was effective in persuading the viewers who endeavor with acne and wish to stop being held back form living their life into buying Proactiv’s
The first appeal is visible by using logos to offer the audience logic to purchase Proactiv products. Proactiv affirms that their product are for women of any and all kinds of skin types of racial backgrounds. The ad states “Skin Smoothing Exfoliator, Complexion Perfecting Hydrator, and Pore Targeting Treatment which is used to describe the product that they are advertising. Proactiv also offers Proactiv Solution Oil Free Moisturizer. This product has been around for a long time and is growing quickly and is very diverse also. Proactiv states “Skin Smoothing Exfoliator” which cleanses thoroughly leaving skin smooth and pol...
This ad in particular promises “improved softness”. The problem with this claim is that it is unclear to what extent the product may have on its customers. Will the person wearing this product find themselves looking as if they’ve had professional work done, with no fine lines in the skin, or will the person only seen a small difference in their appearance? The word “softness” is also unclear. The word could mean a number of things, such as smooth complexion or evenly toned face. Does this mean the targeted woman needs to have silky soft skin, and if she doesn’t, will this be the product that solves her “problem”? It most likely will not be nearly as drastic as it might seem to me. The advertisement also promises “sublime bronze”, “instant summer glow”, and “blurred imperfections”, all of these claims are too general for anyone to decipher exactly to what extent this product works. This advertisement hopes that by using these words and phrases, women who are insecure about their “imperfections” or white, dull, skin, will buy this new product.
The truth is “these ads portray women who have a weight way below average, and have no imperfections” (Karyn p.1). Many ads are airbrushed to give the models the look of being flawless, which many women and girls do not realize. Since that look is “virtually impossible to achieve” many dancers will develop an eating disorder feeling that “it is their only road to achieving this goal” of being thin (Karyn p.1). When thinking about it, the whole point of a commercial is essentially to sell happiness. If selling happiness is the goal and the use of models is prevalent in the commercial, then it can be concluded that the only way to achieve happiness is to be just like the commercial by having the product being advertised and looking like the person advertising it.
The target market would be women who require the essential night cream in order to stay looking young. In today 's world women crave the idea of looking young for a longer period of time. The idea of this ad is for women to see a beautiful woman with amazing looking skin and aspire to look like her. The Aveeno Active Naturals ad recognizes different aged women who want to stay looking younger longer. The use of a beautiful woman in the ad helps to convince women that this product will help them stay looking young.
First, Kilbourne’s research should be praised tremendously for bringing to light the unhealthy impression of true beauty in today’s culture. Kilbourne challenges the audience to reconsider their viewpoints on advertising that is sublime with sexual language. The evolution of advertising and product placement has drastically changed the real meaning of being a woman. According to the movie, every American is exposed to hundreds and thousands of advertisements each day. Furthermore, the picture of an “ideal women” in magazines, commercials, and billboards are a product of numerous computer retouching and cosmetics. Media creates a false and unrealistic sense of how women should be viewing themselves. Instead of being praised for their femininity and prowess, women are turned into objects. This can be detrimental to a society filled with girls that are brainwashed to strive to achieve this unrealistic look of beauty.
...r young, impressionable mind will have been exposed to more than 77,000 advertisements, according to an international study. Last week, it confirmed the link between the images of female perfection that dominate the media and increasing cases of low self-esteem among young women..” (Shields,2007). The propaganda techniques such as liking, sex appeal, and celebrity endorsements are used in advertisements constantly. Commercials on television, billboards, magazines, and various other advertisement types are everywhere you look in America, and sadly it has become very important for women of all ages to try to be perfect. We come into contact with these messages every day, and the beauty industry is getting bigger and bigger. Propaganda has molded our worldly perception of beauty and will only continue to hurt us and gain from our lack of self-esteem if we allow it to.
The psychographics of the intended target audience are young women, under the age of 25 who care greatly about hygiene and are self-conscious about their appearance. This assumption can be made from the body copy that says, “It’s such a pick-me-up, you’ll forget it is a powerful acne cleanser.” This is an implication that the intended user will have low self-esteem from having an acne breakout and by using Neutrogena Acne Wash you cannot only clear your acne, but you...
Dove is a personal care trademark that has continually been linked with beauty and building confidence and self-assurance amongst women. Now, it has taken steps further by impending a new advertising strategy: fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exist inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” which has been running ever since 2004 and covers print, television, digital and outdoor advertising. As Leech (1996) believed,” commercial consumer advertising seems to be the most frequently used way of advertising.”
I have examined and analyzed the COVERGIRL™ NatureLuxe advertisement that uses common feminine stereotypes. In this advertisement, COVERGIRL™, which runs in Seventeen magazines, targets women through their choices of colors, fonts, and images used. Certain stereotypes are used; such as, those who are more feminine tend to prefer lighter, happier colors, such as pink. Also, the use of a celebrity, who many young women look to as an icon, assists in the advertisement of the COVERGIRL™ product. COVERGIRL™, more than likely, is able to successfully market their lip-gloss product in the United States by using common gender stereotypes to show femininity and how those, mainly women, should be presented in today’s society.
The campaign has certainly yielded the results it set out to accomplish. However, the long term effects of this marketing strategy remain to be seen. Will younger women or women who believe in the supermodel definition of beauty be attracted to the brand? Society’s definition may not change even though women feel more confident. Beauty is subjective and cannot be applied to an entire group. Women might feel more confident but that may not make them any more beautiful in the eyes of society which might cause the whole message to
This advertisement clearly reflects the importance of the physical appearance of women. NIVEA is creating a belief that women need to take care of their skin to attract attention. It also tells the audience that using this product can achieve their ideal look. Without this product, their skin will remain dull and loose.
The media favors one women's body type; the tall blonde with perfect, tan skin and long, beautiful hair. Because the images of women in advertisements are unattainable, it keeps them purchasing new products in their quest to be like the models they see (Moore). The actual women in these advertisements can't even match up to the
This advertisement has also globalised in other countries that being slim is considered beautiful and that other body type is unacceptable. A research conducted by YouGov UK found out that “55% of the British female population felt that this advertisement is offensive and that it made them self-aware about their body, while 55% of male agrees that the company is making money by helping people losing weight.” (Dahlgreen,