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An analysis of three different brands of lipstick

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Introduction

An analysis of three different brands of lipstick Advertising is important in Britain because it is such an advanced consumer society. Adverts are used to influence people in a positive way to introduce and explain new concepts as well as promoting a brand name. Trickery is used to make us desire things were do not really need. Make-up adverts are a good example of the illusion formed when adverts are read, as they are not only selling a product but a life style and an image. I have chosen three lipstick adverts all with different qualities from the same issue of Cosmopolitan. This is a magazine aimed at women aged 20-35. I chose these lipstick adverts so I could analyse them in greater details to see if they have the traditional qualities of an advert which makes them so effective. The first advert is for L'Oreal 'Color Riche.' A beautiful young woman dominates the front and her wide open mouth is the centre of focus. Her eyes are shut so they do not draw attention to them and away from the mouth with the lipstick. ...read more.

Middle

Her lips are unusual as they are very full and don't have a 'Cupids bow' which is associated as a sign of beauty. She is squinting to draw attention away from her eyes so we can concentrate on her lips. This is the same with her hair that is very short. The advert is different to other ones because it is approaching beauty from a less stereotypical angle seeming more modern and quirky. Many people may not be able to relate to the black woman so Clarins would have to make clear that the advert was for both races. The background is a striking red, with another shade of brighter red for the text box at the bottom, the line joining these as slightly curved to soften the advert making it feel less divided. All text is in black except for the brand name and product name which stand out more because they are in white. Again, this advert uses a question to make you think, reading 'Boys, are you ready for this?' This is a cheeky comment for a cheeky smile! ...read more.

Conclusion

The best qualities of the advert, for example, the tag line or the website address is too small to stand out when they are good features. Both the other two adverts are effective but I think the Clarins more so. This is probably personal preference but I think that Clarins has cleverly mastered a new approach to lipstick adverts that are all very similar. The Clarins one conveys youth well and is bright and eye catching. Being only a one-page advert it will remain in view longer than a double page advert which may be instantly flicked past. The Clarins has the same impact as the L'Oreal advert, but less text, so will be absorbed more quickly. I like the humour in the Clarins advert but if you like the more traditional adverts then the L'Oreal is also very good. A bold impulse with the dominant picture drawing you to the mouth and the bullet points of text make this advert is very persuasive. Having said this it is also a matter of which brands the reader prefers having bought products before and what the shop display looks like. But a good basis to the decisions for me would be the Clarins Advert. ?? ?? ?? ?? Lottie Jenner ...read more.

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