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Impact of brand image on purchase decision
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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 …show more content…
The new Maybelline mascara product is zoomed in and shown boldly in front of a black background. The colors on the mascara tube are visually appealing, but not too obnoxious. This advertisement also shows model Gigi Hadid wearing bold, dramatic eye makeup with lifted lashes created by their new product, Falsies Push Up Drama mascara. Gigi Hadid’s complexion is smooth, flawless and appealing to the eyes. Furthermore, by using a bold and beautiful look on a well-known model, Maybelline is increasing the interest of their product within the female community which makes this advertisement highly effective. It is effective because women will want to purchase this item so that they too will feel powerful and beautiful in the new bold look. Maybelline’s overall appearance and detail within the advertisement were highly constructed and ended with a highly successful and visually appealing advertisement for their new product. To conclude, the advertisement produced by Maybelline was visually effective because it grabbed the attention of the reader and left them wanting to learn more about the product. As shown, there is much to accomplish when attempting to create a successful advertisement that will entice the audience. Maybelline’s advertisement was significantly designed from the colors, to the hook and claim, and then the dramatic eye makeup. Overall,
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.
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
A Lancôme makeup ad for lipstick, L’Absolu Rouge the vintage reds collection has famous celebrity, Kate Winslet wearing black clothing laying down framing her face with her hands, focusing the viewer attention there. Moving over is a large, dark red rose with four lipsticks in different tones of red with the brand name repeated on the packaging and emblem facing forward. Above the rose and products is the collection name and website in white text. Near the bottom of the advertisement is the brand name, Lancôme Paris in black text, which also has Kate Winslet name close by in smaller, black text letting the viewer know who the model is. By analyzing the Lancôme advertisement to determine how effective they presented their product using two of Aristotle’s three appeals; ethos and pathos.
The above advertisement for Olay Total Effects Pore Minimizing CC cream demonstrates modern day fixation on celebrity culture and photographic subterfuge to avoid truth. The model represented is a conventionally attractive woman whom, because of how healthy she appears, looks prosperous. The quote beside her “I’m not an airbrushed kinda girl, I just want to look it” conflicts with her appearance. From this we learn that she is an average woman infatuated so much with the celebrity look that she too wants to display herself as one. “air brushed kinda girl” implies that those who constantly look airbrushed (celebrities) possess negative personality traits ergo, one would not like to act like them. The assumption that celebrities are
After watching Ariana Grande’s makeup tutorial in October of 2012, a 15 year old me had established a new standard of beauty. I wanted what that girl had: her clear skin, pink cheeks, long lashes, and, most of all, her eye-catching fuchsia lips. I memorized the name: “Maybelline Super Stay 14 Hour Lipstick” in “Fuchsia Forever.” My mother, sister, and I then went over to the nearest Target in search of this lip color I so desperately required. The large cosmetics section at Target was like stepping inside of a light bulb. The shelves were so brightly lit, it was as if the store needed me to be able to read every brand name from just the corner of my eye. I quickly found the exact lipstick I wanted, which was the exact lipstick some pretty stranger had indirectly persuaded me to purchase. In that moment, looking down at the sleek, gleaming plastic tube, I felt that this one simple object was I needed. Something that looked good and made me feel good. It was not until later that I had thought about the consequences of this new standard of beauty.
This paper will analyze an ATT commercial according to audience, purpose, context, ethics, and stance. The focus will emphasize the audience which the aid is trying to reach and how they do so.
Dove started the campaign “ Real Beauty” in 2004 . The campaign’s objective was to change the women’s perception for their definition of beauty. The Dove Real beauty campaign is a marketing campaign established in order to widen the definition of beauty as well as provoke discussion on what our society deems beautiful.” The campaign consists of 4 stages of advertising. The first phase placed initial advertisements that focus on featuring women of all ethnic groups and shapes . The second phase uses commercial advertising on television it targets young women . The third phase uses print advertisement that targets older women on the 50+ age range. The last, phase of the campaign is a video that has been trending on social media across the world. In 2004, Dove employed researchers to conduct a survey in order to study how much women are satisfied with their own beauty . As a result 2% of women that where interviewed in the 10 countries chose the word beautiful to describe themselves, and very few chose the word gorgeous and sexy ” (Ercoff,2010). The Dove Campaign for Real Beauty was created soon after with the hope of raising that 2%statistic.
Everyone wants mega plush eyelashes with mega volume. In this print ad, Maybelline New York uses bright colors, a supermodel, and bold print to draw in their target audience and to promote their mascara. This ad is very bright with color; the main colors used are turquoise and magenta with hints of white and black. The ad is set up by having supermodel Christy Turlington as one of the main focuses of the page. The second main focus of the page is the product that Maybelline is trying to sell which is, ‘the MEGA PLUSH VOLUM’ EXPRESS’ mascara. They also use bold words like, “MEGA” and “PLUSH” in all caps. Also, they placed facts and stats about their product at the bottom half of the page. The magazine “Real Simple” is where this ad was displayed. They placed Maybelline’s ad in this magazine because they are both targeting the same audience. Both the magazine and Maybelline
I am a 21-year-old girl who likes to wear makeup and a nose ring. Seeing one of my favorite rock-stars wearing a CoverGirl mascara product is convincing within itself. Even if you do not know who P!nk is, I think this ad has a very clear and bold message that attracts to all readers. The composition of the ads is designed to draw your eyes attention and by using warm colors on a dark background brings you right to it. I think it’s especially a good ad because all of the elements find a way to make it back to the intended message. Everything is related to the fact that this is a new, bold, and hot mascara that every girl should try. I also think that the layout and composition is crucial for this ad. It’s important that print ads draw in the readers attention long enough to receive the message. The text is clear and easy to read so you see what you need to know. Using a celebrity endorsement has definitely played a crucial role in the success of this ad. Like I mentioned before, P!nk is a perfect icon for this intended message and audience. This ad is definitely successful in m eyes and I am sure other audience members would
In order to emphasize their point, the ad uses a young women of empowerment, Hannah Bronfman, to attract buyers to their product. Hannah Bronfman is an entrepreneur, DJ and model. In this ad her face is plain and simple. She does not have heavy makeup on, matter of fact one might say she has no makeup on at all. Her eyes stares at whoever takes the ad to view and communicates with them stating, “This is how you will look if you use Clinique.” She is dress professionally, like she is prepared to go on a business meeting. Everything is clean cut and put together. The contrasts of gray scale gives the ad a feeling of calmness, forwardness and boldness; whosoever uses this product is going to be confident as Bronfman. Her hair and
The Garnier Fructis advertisement, found in “Seventeen” magazine, promotes their new line of “Grow Strong” shampoo, conditioner, and treatments. The Ad features a young, attractive couple that seem to be happy. The first aspect of the ad that is noticed is the man, as he is the center of the page. The first thoughts that come to mind are that he is happy, attractive, and his girlfriend is caressing his head with her fingers through his hair. Next, you notice the woman who is beside him, the one caressing the man’s head. It is quite noticeable that her hair is long, shiny, and wavy. Also, the people in the ad are wearing fancy attire as if they are going to a formal event, which shows they are well-liked in society and are powerful. The product
An analysis of the signs and symbols used in Patek Philippe Geneve's "Begin your own tradition" advert.
A topic in which could be discussed is the “Pretty” aspect of the advertisement. Often when joining aspects such as dainty glass bottles, with couture embellished dresses and natural palettes, adverts can become saccharine. However, I find it hard to dislike the advert. It is the layer of intimacy and feminine allure in which I find it save from the typical Cinderella story. From the ruffled hair to the flash of skin, I believe it gives the new Miss Dior a refined sense of sexual liberation.
For Maybelline’s price they offer low competitive While stating in text the lipstick is truer and crisper from their rich pigments and creamier and more sumptuous feel from their nourishing honey nectar. The consumer can actually read those objectives off the advertisement. For a visual aspect you can physically see a flower dripping nectar onto the lipstick, as the lipstick glistens. In addition, the consumer can also see a beautiful model wearing one of the shades of pink to see how rich the lipstick really is. CoverGirl uses both verbal and visual messaging to accomplish the advertiser’s marketing objectives.
As stated in our proposal, for our final project Maggie and I wanted to respond to female beauty standards in the modern United States. We began by perusing a number of Cosmopolitan magazines (I purchased thirteen issues from the last year or two on the internet). As I read the magazines, I was struck by how overwhelming it was to have advertisement after advertisement thrown in my face, each showing the ‘perfect’ woman. Coincidentally, none of these women looked anything like people I actually know and see on a day to day basis. And it’s not just in magazines. We are bombarded with beauty advertisements constantly—billboards, posters, commercials, online, etc. As I flipped through the magazine, I felt almost judged. All these images of ‘beautiful’ women staring at me from the page, and I could not help but see all the ways I was not like them. After looking through all thirteen magazines, I also realized that the women in the ads did not even seem like people to me—they seemed more like things. They had been reduced to objects to be gawked at and envied. I considered how best to capture these emotions in an artwork and eventually settled on a collage. The busy-ness of it visually I feel expresses the feeling of being overwhelmed and the eyes the feeling of judgement. By cutting the faces apart, I hoped to capture the objectification of the women by reducing them to pieces.