There are also a lot of different ways to advertise:
- Advertising in directories
- Advertising in magazines
- Advertising in national newspapers
- Advertising in local papers
- Advertising on television or at the cinema
- Advertising on the radio
- Poster advertising
- Direct mail
- Exhibitions
- Merchandising and point of sale
- Sales promotion
- Sponsorship
- Using the Internet
So there is a lot more to advertising than immediately meets the eye. I have chosen to study how advertising techniques are used in adverts for beauty products. I have taken four adverts and studied them individually.
The first advert is advertising Max Factor’s Lipfinity, a lip-gloss. Several effective techniques are used in this advert. The most obvious thing is that this product is being aimed at people with more money. Max Factor is a relatively expensive brand of make-up and so the advertisers are trying to encourage people with more money to buy it. There are pictures of three women in the centre of the advert. The first is drinking sparkling white wine and the second has a daintily poised “snack” of caviar and smoked salmon. White wine is a sophisticated and relatively expensive drink and caviar and smoked salon are sophisticated and relatively expensive foods. While these pictures are supposedly to show that the lip-gloss does not come off even when you eat and drink, the advertiser will be hoping that the reader will now subliminally associate the product with sophistication and exclusivity.
There are two more pictures at the bottom of the advert. The first shows a pair of lips on which the lipstick has almost completely rubbed off, and says “Other Lipsticks” underneath it. The second shows a pair of lips on which the lipstick is still totally untouched, and says “Lipfinity” underneath it. This is to convince the reader that this product is better than any similar ones by other brands.
At the top of the advert is a message in bold white print that stands out. It says, “Max Factor’s Lipfinity. It doesn’t just last. It lasts beautifully.” The message is short and to the point. But the main thing to note is the word “beautifully.” Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user.
There is a good use of layout, with the three main pictures and main message at the top and in the centre, bigger than the rest of the advert to stand out and get attention, then the other details in smaller print below.
Finally, in small print, the advert gives a quote from a make-up artist saying that no other lipstick can promise more. A quote from someone who ought to know what they are talking about – a scientist if the subject is scientific, a make-up artist if it concerns make-up – makes people more likely to believe in the product and the advert.
The second advert is for OXY shower wash to prevent spots. This advert is probably targeting teenagers who are most prone to spots and are most likely to feel insecure about them. This advert is using one main technique – preying on the fears and insecurities of a certain group of people – in this case, teenagers.
In bold white capitals, emphasised by a white box, is the slogan “Don’t ruin your chances.” And the text includes these sentences: “And with spot-causing bacteria out of the way, there’s nothing to ruin your pulling power. Now you’ve got a real reason to sing in the shower.” The basic message being put across is that having spots is going to ruin your life and stop you from getting a boyfriend (something very important to teenage girls!) and that OXY will not just get rid of your spots – it will improve your life. There is a big picture of a man holding out the product. He looks smart, wears glasses and carries a microscope in his pocket. He is evidently supposed to look like a scientist recommending the product, which sends out a subliminal message that the product will work. This is a useful tactic if you cannot get a scientist to approve your product and therefore cannot use a quote.
There is also a description of how the product works which always encourages people.
The background is bright orange under white font so the advert really stands out – also orange is quite a cheerful colour so this is giving a positive subliminal message.
At the bottom of the advert a website link is given, so if people are interested but cannot be bothered to go down to their nearest Superdrug to find out more, they can visit the site instead.
The third advert is advertising Lancôme moisturiser. This advert concentrates more on creative use of language to achieve its aims – but there is also a nice swirly background, which catches the eye, and a picture of a pink rose – presumably to show that that is what your skin will look like with this moisturiser. We see roses as very positive things, pretty and sweet-smelling, so again a subliminal message is being put across – after using this moisturiser you will be prettier. Alliteration is used: “Immediately leaves skin silky-smooth,” and “Stimulating Silkening Moisturiser.” Alliteration with –s is very effective – the hissing drawn out sound of an –s is tantalising and attractive. Scientific language is also used: “…with anti-oxidants Lycopene and Biodefensine…” Often if we hear this kind of scientific jargon that we don’t understand we assume that the products are very effective and exotic. Then there is the phrase: “Protects skin’s future beauty,” again playing on the insecurities people have. So many women are scared of becoming wrinkled in older age – hence the popularity of new inventions like Botox – and this advert, like many others, exploits that fact.
There is a short and effective slogan using alliteration: “Believe in Beauty.”
Just the make is alluring – Lancôme Paris. Many of us think of Paris as the epitome of sophistication.
There is also a website at the bottom of the page encouraging people to explore the products further.
The final advert is for Maybelline Fruity Jelly lip-glosses. For a start there’s the catchy Maybelline slogan, which makes use of alliteration and repetition: “Maybe she’s born with it. Maybe it’s Maybelline.” This makes us think yes, we too can look like the beautiful model advertising the product. Then there’s the fact that a famous personality is used to endorse the product – Josie Maran. If a famous person who can afford any make-up approves of the product, people think it must be good.
There is a picture of a succulent looking strawberry behind the lip-glosses, which gives us a positive connotation, as it looks juicy and delicious – just as the lip-glosses are meant to be. Now we associate the lip-glosses with something that we know to be fruity.
The bright, appealing colours of the lip-glosses contrast nicely with the plain white background, making them look more exotic. The woman wearing the lip-gloss is smiling which gives us a subliminal message that wearing the lip-gloss will make us happy as it has her.
The message reads, “For delicious glossy lips with a hint of colour, pick a sweet fruity flavour.” Again many words with positive connotations are being used to make us feel positive about the product - delicious, glossy, sweet and fruity.