Lancôme Ad Analysis

The Lancôme Paris DreamTone advertisement first appeared in the January 2014 Elle magazine and is directed at all woman with dark spots or skin imperfections. The background is dark gray on the outer edges and shifts to a light gray in the center. The font is all white in a variety of sizes. In the center of the page is a model holding a red rose up to her chin. She takes up the majority of the ad with the picture only being from the shoulder up. Her hair is tied up on her head, making her face more easily seen. In the bottom left corner is bottle of DreamTone dark spot corrector, which is a mixture of red and black colors fading together. This ad employs women’s desire to look perfect and societies pressure to appear flawless to sell a product that supposedly can help meet those standards.
Throughout the ad, strong word choices are used to appeal to the emotions of women. Repetition is used with words such as “dark spots”, “uneven skin tone”, and “color imperfections.” In today’s society, women are told that they need to look perfect in order to be accepted. By telling a woman that she is imperfect, because of their skin coloration, she begins to feel self-conscious and will most likely seek out a product to improve her complexion. Lancôme also chooses to use words such as “dark spot.” Spots are usually avoided, whether they are on clothing, carpets, sinks, or in this case a persons face. Women do not want any imperfections or dark, obvious spots on their faces, so they will seek out products that can cure these problems. Lancôme uses these methods to appeal to the emotions of women and lead them to purchasing the DreamTone dark spot corrector.
Lancôme uses the image of a model to imply what beauty looks like in today’s cultur...

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...t is enticing to woman because not only would the product help create naturally beautiful skin in a short period of time, but would also allow woman to save money on makeup to cover imperfections. The survey can also be coupled with the statement “beautiful skin tone creator”, which is placed in the center of the DreamTone bottle. If women believe that the product works fast, can save them money, and most importantly, make them naturally gorgeous, then they are more likely to purchase the product.
Throughout this ad Lancôme Paris uses a variety of techniques to appeal to women suffering from skin imperfections and dark spots. They utilize methods such as repetition, symbolism, and diction to appeal to the senses and create emphasis. The main focus of the advertisement is to appeal to women’s desire to be beautiful and fit into a society focused around appearance.