Women both young and old flip through the pages of a magazine and sometimes stumble across something that catches their eye. Perhaps, what caught their eye was a make-up ad, possibly featuring a favorite celebrity, or even appeal to a woman's vanity.
"Celebrity impacts on so many aspects" (Pringle, 5), just like Halle Berry does in Revlon's advertisement promoting their new photoready eyeshadow. Halle Berry is undoubtedly an attractive woman who creates an "attractive persona" (Pringle, 67), which helps attract customers to pay attention to this product and its details. Halle Berry is extremely well known which also helps to attract people to stop and actually look at the advertisement other than just scan the advertisement. Since, Halle Berry is an attractive person she is evaluated as "more positively" and "judged as more persuasive" (Morris, 2), thus helping to promote Revlon's photoready eye shadow, since viewers might think she is a dependable source.
Over Halle Berry's beautiful face is a shadow covering everything, but her eyes to help "focus a viewer's attention" ...
This advertisement appears in the Seventeen magazines, whose readers range in age between thirteen and twenty-five. The visual shows a young, blonde, Caucasian female who is attracting the readers to the COVERGIRL™ product. Placing this sort of ad in the Seventeen magazines is appealing to most young women due to the beautiful celebrity, Taylor Swift, who uses the same product. Also, the colors used, such as the pastel pinks, draws in the reader since they are very feminine colors. Finally, the product itself is appealing to the audience of Seventeen because younger women like to look their best, and to do that, lip-gloss is a handy accessory.
When you look at someone the first feature you look at is their eyes. The mascara industry knows this instinct all too well. Two respected companies in the industry are Covergirl and Revlon. In recent years the two companies have had great success in marketing their mascara products. Two of the accomplished lash products are Covergirl’s The Super Sizer and Revlon’s Lash Potion mascaras. In their commercials, the two brands have a few similarities as well as differences. Both commercials have similar target audiences, promise glamorous lash results, and have attractive female endorsers. On the opposing side, the commercials are different in regards to their theme, setting, and the endorsers chosen.
Have you ever wondered where the saying, ‘a picture says a thousand words’, come from? Well, I do not know who came up with this fantastic phrase, but nonetheless, I will be describing and analyzing two different magazine advertisements, trying to put in words what I think the advertisers wanted consumers to receive when those potential buyers viewed their ads. The two advertisements that I chose, Caress and Secret, try to encourage female consumers of all ages to purchase their hygiene products. Although both ads, Caress and Secret, appeal to the same gender with hygiene goods, they differ in design, text, and message. They attempt to please the female buyer with color, texture, and sexuality. This makes it prevalent, that the agents must grab the attention of possible buyers in order to sell their product. The advertisers must choose a variety of marketing strategies to the reach their targeted consumers.
Like McClintock wrote in Propaganda Techniques in Today’s Advertising, it is the “most-loved and most-used propaganda techniques.” It is the easiest way to win over customers. They see a celebrity they admire, and they think if they use the product, so should they. In L'oreal's ad for instant tan lotion, the viewer sees the beautifully tanned, clear skinned, long-legged model Karlie Kloss. Her hair blonde, effortless wavy hair paired with an unbuttoned white dress shirt and stiletto heels is the L’oreals definition of beauty. Next to her in ‘handwriting’ font has a quote of her saying “In an instant my skin is ready to glow.” For those who are familiar of Karlie Kloss, her modeling career, or just after seeing her appearance, they might buy the product to try because they trust her “judgement” and hope to maybe look as flawless as she does. L’oreal uses Testimonial to teach women that they should strive to look as flawless as Karlie Kloss using their
Seventeen Magazine, a popular magazine amongst young females, contains the latest gossip, beauty and fashion tips and many different advertisements. The first advertisement featured in Seventeen is for Maybelline’s new Falsies Push Up Drama mascara. Maybelline, a once small family oriented business, now reigns as one of the largest makeup businesses in America. Maybelline’s main focus is to draw the attention of women towards their product so that they may feel confident, explore new looks and flaunt their own individuality and creativity. The advertisement for Maybelline’s new product provides a bold, eye-catching look on model Gigi Hadid, creative text and a vague claim which leaves the audience wanting to learn more about the product. In
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...
Today society has never been more aware of the impact the media has on what is considered to be an attractive person. Those who are most vulnerable by what they observe as the American standard of attractiveness and beauty are young females. Their quest to imitate such artificial images of beauty has challenged their health and their lives and has become the concern of many. As a result, advertisements used in the media are featuring more realistic looking people.
Although society is now adapted to the vast amounts of advertisements, it is imperative to stop and consider the messages that are presented. The internet is flooded with ads promoting beauty and cosmetic products, which often claim to make women feel better about themselves. In truth, the company selling the cosmetic product makes the buyer feel inadequate, causing the individual to feel as though they must have the product to obtain more magnificent pulchritude. The audience targeted for the magazine advert comprises those who want to look and feel more attractive from acquiring better-styled eyelashes, and as "Maybelline" is a drugstore brand, it appeals to an average income family.Because of its range of products and general affordability, Maybelline is a
The first thing people notice when they see this ad is the bottle of perfume. Purpose accomplished. Naturally, when looking at a person you usually first make eye contact, but in this particular ad, the models’ eyes are covered by her hair which forces our eyes downward toward the bottle. The bottle is positioned directly below the models face where we will look next. Also, important to notice is that the featured object, the perfume, is not placed in the middle. When the point of focus is off-center it causes our eye to move through out the picture thus absorbing the entire advertisement. The subtle changes and adjustments the advertisement designers make has a huge effect on how the potential customer views the product.
First off, the design of the advertisement creates an alluring atmosphere. When first looking at the advertisement, the model captures’ the consumers attention first rather than the product because the model’s headshot takes up the entire page. The model has natural looking makeup on and shows off her bare skin. She also has curly voluminous hair and the lighting illuminates this glow and beautiful shine on the model’s hair. The model portrays to be perceived as this sexual icon in the advertisement because she achieves to create a seductive look with her overall appearance. Next the background of the advertisement is dark and has minimum lighting. The tone of the mood of the background creates this seductive atmosphere in the whole design. The mood and the attractiveness of the model signal this sexuality in the advertisement, which appeals to woman....
The ad that I chose to deconstruct is a print ad that is designed to market CoverGirl mascara. The sender of this ad is CoverGirl Cosmetics because they are trying to “send” their new products to their target audience. The target audience, or receiver, for this ad is directed towards women who probably age from 16-55. This ad specifically is trying to reach women who are bold and fierce and would like dark long lashes to show off. This ad focuses on women who are flashy and want to live life on the edge.
and gender. It is apparent that from these two ads, Covergirl changed their advertising strategy to adapt to this change in fashion and beauty. “Over time the way woman apply their make up on has changed”. In the 1960’s woman wore little to no makeup with the main thing being lipstick or blush, but in 2018 you have woman that wear eyeliner, fancy eyeshadow and do a lot of “contour”, it completely changes the way woman view themselves.
The target audience for our ad was anyone from ages 18 to 54, as well as any gender and race. This ad would run in InStyle Magazine, Grazia, Lucky, Marie Claire, Nylon, PAPER, Allure, Cosmopolitan, Elle, Vogue, People, Us-weekly, Seventeen, Teen Vogue and W magazine. We would also have a commercial to run on networks like E!, ABC, NBC, Oxygen, BET, Centric, MTV, VH1, Freefrom, The CW, Bravo, HGTV, Lifetime, LMN, Fox, OWN, WE Tv, HSN, QVC, and Teennick. An example of a few shows that would run the ad during their commercial break would be Fashion Police, Pretty Little Liars, Empire, E! News, and America's Next Top Model. The typeface and images would say to the consumer that the product is clean and simple, much like the makeup mask and the process of applying it. The weasel words used in our project were flawless, revolutionary, and extraordinary. For our advertisement we utilized many different ethnicities as we have more than one spokesperson—there was a model, Rihanna, Angela Basset, Lucy Liu, Cierra Ramirez, and Margot Robbie. Our goal was to cover as many people as we could no matter the gender or the race of the consumer. As opposed to other makeup products on the market, we aim to target all
In today’s day and age we live in a society obsessed with celebrity culture. This however, is not a new addiction; our society’s fascination with celebrity culture has been around for decades. Through the years, we’ve seen fandom come in various forms, shapes and sizes. From the groupies of the 60s, to the more recent digital-followers, one thing common among all fans is the pedestal on which they’ve put their favorite celebrity. Some people would argue that fans are not only the most important part of a celebrity’s life, but fans are quintessential in their success. Fans admire them, follow their every move: physical or electronic, and purchase anything and everything that might bring them in looking/feeling more like their desired celebrity. Many experts even believe that fan and fan-clubs often resemble religions. One can easily note the similarities between fans and a religious cult; from worshipping to organizing conventions and event recruiting new followers. To some it might even sound like a disorder, and Dr. Lynn McCutcheon after her intense research, was the first one to coin the term: (CWS) Celebrity Worship Syndrome. According to Psychology Today, CWS can be described as a mental-disorder where an individual becomes completely obsessed with the details of the personal life of a celebrity (Griffiths). A celebrity, as defined by Mark Griffiths, can be any person who is present in the ‘public eye’, including Politicians, authors, and journalists, but according to Dr. McCutcheon research they are more likely to be someone from the world of television, film and/or pop music. Continuing on Justin Bieber’s ad campaign, this paper examines the peculiar relationship between consumers and God-like celebrity figures. It showcase...
As marketing strategies have evolved, they have enhanced the ability of advertisers to communicate to the "masses" more effectively than ever before. This ability has allowed advertisers to not only reach more markets, but to be more influential in the decision making process of the audience. American society, especially young women, is being influenced by advertisers more now than in previous generations. It is not by accident that teenagers and young adults are targeted by advertisers, especially since their purchasing power as a group exceeds that of any other consumer group. Not only have advertisers learned to identify specific products that appeal to men and women, but they have also found that the "want" of the consumer can be turned into a "need" for the advertised product. Many of the beauty product companies advertise their products as a "need" which ultimately appeals to a vast majority of women.