The advert has seven phrases that teenage girls like to hear; 'I know I will succeed', 'I have a brain', 'I have lip gloss', 'I have a plan','I have a choice', 'I can change my mind' and 'I am a girl.' These phrases portray girl power, success, being clever, being powerful and being fun and this is what girls want to hear! The adverts catchy phrases reflect the ideas of most twelve to eighteen year old girls. The catchy phrases fit in with the young culture of today. It is like the mantra of a self-help manual. I think the writing relates to the audience by using phrases that teenage girls want to hear and an image that they want for them selves e.g. they want to be fun and it says 'it’s a rush of fun.'
This shows that the advert has authority because it uses the messages that it is giving to us and makes us believe we can be all like this when we have the lipgloss. It also gives itself authority by using a perfect looking model in the advert and this helps to endorse the product. The advert is a full page and this makes it more noticeable in a magazine. The larger the advert the more important it looks and the more girls will want to buy it.
The biggest statement, 'I know I will succeed', shows that you will have control over your life and that you are certain to be a success if you have this lipgloss. This is the implicit message of the advert; it is also in a central position on the page and just above the girl's lips. The six other statements are smaller and back up the phrase 'I know I will succeed'. All of the phrases start with 'I' and this shows the girl is thinking only about herself and making a statement that she is somebody; she is important and this is a good selling point because we all want to be important. The first phrase out of the six is 'I have a brain'. This shows confidence and power .The second phrase is 'I have lip gloss'. These two phrases are meant to go side by side (juxtapose) this is to emphasise the differences between them. It is important that the phrase ' I am a girl' is last because this shows that girls can also achieve as well as boys. This shows 'Girl Power' which girls like to have. Many girls like to be in control of their own lives. In this advert no one can make her give in. This girl seems to have control and a lot of power. She is looking away; this shows that she is detached and independent. This is like a role model for the teenage girls today. By the side of the phrases there are empty boxes, to me this suggests that the phrases are like a checklist. You must have all of the boxes ticked to succeed.
The advert has two phrases at the bottom by the pictures of the lipglosses. These are 'It's a rush of fun and a burst of flavour'. This makes you feel it will be fun to have and that it has a mouthwatering flavour so it will be tasty to wear.
' Go for the gloss in totally flipped out cases'. Flipped out is like 'cool'. This uses a young person's vocabulary to attract the product to the buyer. So to have the product will make you look stylish, sophisticated and classy. Teenagers don't like to have cheap looking products.
The layout of the advert is clever. It attracts your attention and isn't misleading .The picture of the pretty woman's face takes up most of the advert, the lips are in the centre of the advert .It has bold writing which is placed upon the face. Near the bottom half of the advert it has the brand name of the product clearly printed in big bright letters, which draws our attention. The background of this part of the advert is pink so it makes the yellow writing stand out. This is bright and makes you feel that the product is fun to have and you also will remember the brand name of the product if it stands out. It has three small but clear pictures of three different types of lipgloss that you can buy. On either side of the pictures it has catchy phrases to do with the lipgloss.
At the very bottom of the advert it gives you website address which is . This is beneficent because it means that you can find out more about the product that they are selling .It tells you where you can buy the product (Asda and Superdrug). These are well known stores so it is not hard to buy.
Bonnebell means good/ beautiful in French and stereotypically anything to do with France is sexy, stylish and sophisticated. The advert wouldn't be aimed at older women and any men because they wouldn’t read teenage girl magazines so they would not see the advert.
The advert looks exceptional because it is a full page and it has a glossy appearance that makes it stand out. With magazine adverts they don’t change every thirty seconds like television adverts do so you can spend as much time or as little time as you want looking at it. So it gets into your mind, which makes you want to buy the product. The company doesn’t try to attract all market groups. It tries to attract mostly teenage girls but the whole range of that particular market .It does this by making the product look fun to have, not tacky, but then not too expensive.
Now I am going to write about the Internet advert for 'Bonnebell' lipgloss. On the introduction page for Bonnebell it has some catchy phrases which flash from one to the next. They are the same type of style as the phrases which are written on the magazine advert e.g. I have power. This is what girls want to be told. On the web page for Bonnebell you can find out about lip products, eye products and face products. You then press on one of the titles e.g. lip products and range of many different lipglosses comes up on the screen. You then click on one of them and it has a hyper link. So it takes you to a web page all about one of the lipgloss of your choice. It also gives you a lot of information about the product e.g. 'Loaded with Vitamin E and aloe to hydrate dry, thirsty lips.' Teenage girls are interested in their health and how to improve it so this is good to include information about how good it is for you. There are also fun games that you can play on; they would be for an age range of twelve to fourteen because they are quite childish games like quizzes on what type of person you are.' Maybe you're loud and centre of attention or laid back and a good listener'. The web site has a similar content to a teenage magazine.
There are three small pictures of different lipglosses (made by Bonnebell) at the bottom of the magazine advert for 'Bonnebell' lipgloss. I have decided to talk about one of the lipglosses webpages. All three are linked in with the magazine advert but they are all like one advert each. The three lipglosses are Flip Gloss shimmers, Lip Rush and Lip Burst.
I have decided to write about the webpage advert for the product Lip Rush. It has a large picture of the product that slowly spins around this attract your attention. You can see the two contrasting colours of the lipgloss liquid move as the funky case moves around. On the webpage there are eight outrageous flavours, with tasty names. These are Wildberry Wave, Jucie, Sugar, Ice, Splashberry, Lemonade and Watermelon. This makes you want to taste the flavours and it makes your tastebuds tingle with anticipation!
There are also five phrases that make you want the Lipglosses even more, these are:
'Give lips a surge of flavour and shine. ', 'Clear gloss with a groovy glob of colour.' 'A tidal wave of flavour.' 'A rush sensational shine.' 'Available in 8 outrageous flavours.' The phrase 'A rush of sensational shine.' makes you think you will look sexy wearing it as it has a shiny wet look.
The background of the web page is white which makes the lipgloss and the flavour logos and the writing really stand out. It makes them look really clear and easy to read .As the picture of the lipglosses is the biggest item on the page it makes it stand out. The lipglosses look fun to have, because of the shape and colour of the container they don’t look tacky. As the lipgloss is clear it doesn’t look cheap. It makes you look stylish and sophisticated, not childish. This is the type image that teenage girls want have, so this relates to the audience.
The vocabulary in the magazine focuses mostly on what girls want to hear and how the advert relates to the audience profile. The Internet advert focuses on taste, touch and how the product looks. I feel that the advertisers have decided to use this approach because if you go onto the webpage you are more likely to want to find out about information on the product. Both adverts have the phrases about what girls want to hear. I think this is a very clever using this technique because it relates to the audience profile. The advertisers base their advert on a certain audience. Then they constructed the advert by writing or getting someone to say a phrase that is related with a specific audience profile e.g. the old coca cola slogan 'Eat, sleep football drink Coca Cola.' This was a very good slogan because around the world cup people did watch a lot of football so the Coca Cola advert was played a lot so this promoted the drink and made it a very popular drink. People related football to Coca Cola. Advertisers use this method to sell their products.
The advertisement companies are putting adverts that relate to television program's in between television program's that are related with the type of audience that will be watching. Another example of this is the new Pepsi advert, which cost millions to make but got back a lot more money. It features Britney Spears and was put on in the adverts between the superbowl.
I feel that the 'Bonnebell lip gloss' advertisers are very sharp, they use sayings that teenage girls want to hear, this make us feel special and influences our decision to buy the product. I feel that this particular advert has been a great success! During the time that I have been studying the two adverts for 'Bonnebell lip gloss,' I have discovered how and why advertisers use different methods to appeal their product. I have learnt many techniques on how to catch the reader's eye and how to make a product more appealing. I now can see why there is so much competition between different advertising companies. The media is a large part of our lives so why not enjoy it!
