Advertising Project

Extracts from this essay...

Introduction

Advertisement Project Alexandra Piedrahita IB Business & Management Clinique New High Impact Curling Mascara. This is an advertisement for a new Clinique mascara which is supposed hold curls up to 24 hours. This advertisement has one main objective, it is trying to make consumers aware of this product. They are doing it because it is a new product (suggested because it says "NEW High Impact Mascara..") and is probably just been put out onto the market, so they want to increase awareness about it and encourage people to buy it. They do this by includinga little info on it, but half of the image is taken up by an actual image of the product to show consumers just what it is. The type of advertising this is is a mixture of informative and persuasive advertising. The ad does include quite a bit of information on the product, describing it in, the way it performs and what it does. For example, the advertisement tells us it is "Opthamoologist tested" and that it and that it's "Smudge, flake, smear-resistant formula holds for up to 24 eye-opening hours". It is also persuasive because it is convincing us that we should use it instead of a lash curler, which is why in the picture they put it parallel to a lash curler, and encourages us to buy it by asking us "Why suffer for beauty?"

Middle

Women are convinced that upon using this product they will get instantly more beautiful eyelashes, hence be more beautiful overall. There is a detailed description of what it does to your eyelashes "Helps coax lashes to a long, bold, upturned look, without a pinch pull or tug", and this seems ideal to women so it is drawing them in. In my opinion, this ad is almost perfect except for one thing which is the confusion with the presence of an eyelash curler next to the product when the ad is stating that a lash curler is no longer required. I know that the purpose of this is to compare the eyelash curler to the product, however this could easily cause confusion because it simultaneously looks as if Clinique is trying to sell the Mascara AND the eyelash curler. To improve this ad I would eliminate the image of the eyelash curler next to the mascara. Yes I would buy this product based upon the efficiency of this ad. I think the ad does its job and with its modern, simplistic and attractive layout, it definitely attracted me. I feel as if this mascara would be ideal and wouldn't cause a mess like so many do.

Conclusion

Also, it shows the theme of the fragrance which is apple, and it does this by putting a bunch of very appealing and fresh apples along the bottom of the ad. I also think it is very creative that they put the new york skyline in the reflection of the perfume bottle to represent that it is from "The Big Apple". It is appealing, and the fact that the girl is sexily biting an apple would be attractive to men, whilst the man (as he is very attractive) would be attractive to women. This ad is extremely well done, very professional, and since it has been the same ad for so long, obviously very successful. The only possible thing I can think of to improve the ad would be to include a little information on it, or a catchy line other than the title "Be Delicious". I would defiantely buy this product based on this advertisement. It definitely attracted and seduced me when I saw it, and that is exactly what an ad is trying to do. The ad makes the perfume look fresh, and delicious, which is exactly what you want out of a perfume. IT also somehow makes you believe that you'll end up looking/being like the models in the picture when you use it, and since these people are so attractive, that is really good.

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