The full-length photo of the selected model emphasizes her slim, young and toned figure wrapped within a sequined dress to reflect the unique “liquid diamond” trait of the product - lip-gloss. The use of this model, Josie Maran, influences consumer’s minds to relate such a product to her recognized glamour and beauty, using such techniques unconsciously enables one to manipulate this relation into thinking that through the purchasing of the lip-gloss, their beauty will improve.
The advertisement is not set in a particular situation, however still in the background features a long, meandering trail of liquid – possibly being that of water. Also in a neutral colour, preventing a hindrance to the pink that prominently attracts they eye, the feature implies purity and cleanliness, and most significantly is related to the command of “liquify”. Beside the graphic of the lip-gloss products, are diamonds to enable the reader’s quick association to its shiny properties to that of the product. Because “diamond’s are a woman’s best friend”, the promoter hopes for the female consumer to consider this relation to her beloved valuable possessions, and with anticipation, will then convince her that the product is worth buying.
As previously stated, the use of colour within this advertisement is beneficial and effective. The use of colour in general enables a higher percentage of attention and appeal to the readers alone. Nevertheless, their technique of using a combination of neutral backdrops and graphics while stressing the product through its contrastingly vibrant and shiny pinkness is further helpful in terms of promotion, as it unconsciously teaches the reader of the product the properties of their product. Through this visual teaching, a reader is not forced to place effort into discovering what the product is all about, therefore ensuring a better probability of the reader noticing the advert and being convinced by it.
The lighting in this advert is used to primarily emphasize the shiny and glossy trait of the product being promoted. Additionally, lighting was used during the photography stage, when the model was taken. With correct precision of lighting, one can easily reduce, if not completely eliminate, blemishes upon the skin’s surface and provide a smooth and appealing complexion. This aids the selling of the product, as the reader wants to relate the product to that of a model with glamorous looks, lighting used within photography has aided this. However, promoters are extremely reliant upon computers during stages of correction within photos or other graphics, as nowadays most models have their pictures airbrushed. This method refines their looks, though synthetically, succeeds on finishing a woman’s looks realistically.
The brand name of the product is the reputable cosmetic company of ‘MAYBELLINE’, with its accompanying slogan of “Maybe she’s born with it. Maybe it’s Maybelline.” This slogan implies that the woman’s beauty due to the use of this company’s cosmetics can easily be mistaken for being a pure and natural look; therefore attaining a naturally beautiful complexion.
The advertisement is aimed at the female population of the western world, as communication to their consumers through magazines is seen to be more conveniently available to that of the western world. It is obviously aimed at the female percentage of the population as it is a lip accessory or cosmetic, and though a minority of men do wish to purchase at times, they remain a minority and the company must aim for its largest, and thus, safest group of buyers. I don’t believe the product is aimed at a particular age group, though I would focus it upon the young generation. The use of the model, Josie Maran, though estimated to be in her late twenties, she stands as a role model for those who are younger, and an inspirational glamour model to those similarly aged.
I believe this publication would primarily appear within the middle pages of a reputable brand of magazine, e.g. “Cosmopolitan”, directed towards older teenagers and young woman, as this vast group of females are their approximate target. Readily available in all newsagents or bookshops, the magazine will additionally aid sales as they can be interpreted as being recommended by the magazines.
All these efforts and abundant spending are all in aid of a successful attempt of promotion of their novelty product, and generally it all comes down to model you place in the advertisement. The more recognized the person, the better sales will be, as it is proven that our present society wishes to purchase a product that claims the assurance of a recognized and appreciated celebrity. It is all down to whom you know in show business…
