In the October 21, 2013 issue of In Touch magazine, Herbal Essences’ hair products has an eye catching, bright advertisement to catch a readers attention. As readers browse through the magazine, the advertisement serves the purpose to stop and catch the reader’s attention. The dark haired, dark skinned model, Nicole Scherzinger, is used to show-off the products. Scherzinger’s hair is an image a reader can’t help but notice. Long, think, and full a volume is what attracts the reader, especially females because they would love for their hair to look like the hairstyle shown on the advertisement. Many women will probably see the model and envy her looks and hair and so through also jealousy want to buy the product so they can be attractive like the model. Herbal Essences’ included bright colors, catchy phrases and a model in their advertisement to serve a very important purpose, to get their product sold. The intended message of this advertisement is what the received message is, simply to persuade people into buying the products. The use of flow within Nicole Scherzinger’s hair, focal point, and text make Herbal Essences’ advertisement effective.
This advertisement promotes Herbal Essences’ shampoo and conditioner. There are a few main focal points within this advertisement, one being Nicole Scherzinger. By having her on the advertisement makes the audience think if a celebrity has the shampoo well then I must get it as well. Having her as a focal point draws the consumer in. Another focal point would be the semi- hidden brand name, Herbal Essences. The brand name is off in the corner sort of invisible. By having the name sort of hidden in the corner tangled into her hair makes the audiences’ eye drawn to the name. The last focal ...
... middle of paper ...
... feel that by buying the shampoo they are having a personal connection with the famous person. In having famous artist promoting your products, comes a huge amount of potential clients within fans. Throughout the advertisement the spectator is given multiple messages about the product that will draw readers in.
Herbal Essence’s main purpose is to get the viewer to stop what they are doing and pay attention to the advertisement. Yet at the same time it has the ability to make the viewer feel comfortable with the products. Throughout the advertisement it is apparent how Herbal Essences’ tries to create an illusion of an irresistible product. The idea is that by using their product, they will be more in control of their lives. Herbal Essences’ is very effective with their advertisement, because they use three important elements of design; flow, focal points, and text.
Cover Girl cosmetics have been the top-seller since 1961 and are still going strong. It is hard, with all the advanced lines of make-up for one product to go as far as Cover girl has, so how does Cover Girl cosmetics do it? A lot of Cover Girl’s strong, on going successes are due to changing the look of the product, exceptional promotions which the public can’t look over, giving a cosmetic appeal to both older and younger aged women and most importantly by using near perfect women and teens to model their products. Although it’s wonderful that Cover Girl has been and still is so successful, it has put a dentation in today’s society in what women’s appearance should and shouldn’t be. Women and young adolescence are confused of what their appearance should be. Cover Girl has many famous models; one inparticular is the famous country singer Faith Hill. Faith is tall, skinny, and flawless. When women see models like her doing the advertising for Cover Girl, they automatically feel that they should look the same. Later in this paper I will go into semiotics which derives from the Greek word semeion meaning sign, it basically describes how people interpret different signs, such as models, and how these signs might effect one’s life and self-esteem. Proctor & Gamble are the owners and starters of Cover Girl cosmetics. To keep up the success of Cover Girl they must keep on top of the advertising game to stay above the competitors. To do this they do many promotions, some include using famous singers, changing displays, giving away samples and one of the most important advertisement of all is the models Cover Girls incorporates in their ads. Cover Girls did one promotion with Target stores to promote their product. They used the famous group 98 Degrees to make a sweepstakes called, “Fall in Love with 98 Degrees Sweepstakes.” The grand prizewinner of this sweepstakes is an appearance in the new 98 Degrees music video. This advertising doesn’t just take place in the Target stores; it also takes place in Teen magazine, stickers on the new 98 Degrees CDs, a national radio campaign, and the national Teen People magazine. Because it’s teens that mainly listen to the music that 98 Degrees produces, it’s the teens that this particular promotion is focused on. I s...
The focal point of the 1994 Coppertone advertisement is noticeable because it is in the middle of the picture. Focal point is what caught the audience’s attention first and drives the viewer to that spot on the advertisement. When people look at a picture they always read left-to-right. At first in this picture the viewers would notice the blank white background. The plain background would make the reader keep looking to the right till it reached the young girl. There they would notice that the young girl’s dark complexion in her face stands out from the white background. Next as the viewer goes more to the right they will get caught on the white buttocks. The tan lines leading to the white buttock will make the buttock stand out from the rest of the picture. The young girl is also wearing blue bottoms that also help make the buttocks stand out. Finally as the viewer reaches the end of the picture they will see the black dog pulling at the young girls bottoms. The thing that most stands out to people in the 1944 Coppertone advertiseme...
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
After watching the movie, Miss Representation, I have decided to use Dove’s new Real Beauty Campaign. I believe this company accurately counteracts the emotions and anxieties facing our female population in this generation by confronting them. I believe they antagonize what every other company chooses to exploit in order for their consumers to buy their products. Using the vocabulary provided in our textbook, I will define pathos and ethos along with their sub terms to analyze the advertisement. With so many advertisements and companies influencing women of our society to conform to a mold, Dove is sending a different message. After describing the ad, I will then use the rhetorical tools I have chosen to analyze and explain them.
Like McClintock wrote in Propaganda Techniques in Today’s Advertising, it is the “most-loved and most-used propaganda techniques.” It is the easiest way to win over customers. They see a celebrity they admire, and they think if they use the product, so should they. In L'oreal's ad for instant tan lotion, the viewer sees the beautifully tanned, clear skinned, long-legged model Karlie Kloss. Her hair blonde, effortless wavy hair paired with an unbuttoned white dress shirt and stiletto heels is the L’oreals definition of beauty. Next to her in ‘handwriting’ font has a quote of her saying “In an instant my skin is ready to glow.” For those who are familiar of Karlie Kloss, her modeling career, or just after seeing her appearance, they might buy the product to try because they trust her “judgement” and hope to maybe look as flawless as she does. L’oreal uses Testimonial to teach women that they should strive to look as flawless as Karlie Kloss using their
Beneath the ‘poem’ is an introduction to the product. It emphasizes the product’s natural ingredients, things that seem as though they would be better in a salad dressing than on one’s hair. However, these ingredients are important. First, the emphasis the ‘naturalness’ of the product in turn emphasizes the natural state of the projected audience’s hair. Secondly, its use of Americanized products instead of typical African products (olive oil versus jojoba oil) separate this ad from the typical ‘natural hair care product’ ads. This ad is geared towards a new type of Black woman, one who is more interested in a connection to spirituality and art than to Africa.
The main picture in the advertisement is one of an older man that appears to be a doctor. The picture has the man relaxing while holding a cigarette and correlates directly with the main caption of the advertisement. The picture conveys the message that sophisticated and intelligent people smoke Camel cigarettes. The picture also implies that Camel cigarettes are the healthiest cigarettes because doctors smoke this brand of cigarettes and doctors understand what the best is for their health. Another image in the advertisement is a woman smiling while holding a cigarette. This image correlates with the main image by appealing to the sophisticated and classy look. It shows that classy women also smoke Camel cigarettes. The picture includes a T on the woman’s face. This T is used to add another aspect to the message expressed in the text beside it. Lastly, the advertisement has an image of the product to show customers what the product is and what to look for when they are shopping. When a person sees the product in the store, it subliminally connects the person to the
All these stages are simple, but extremely effective. Any advertisement that you hear on the radio or see on the TV is using classical conditioning to make you change your behavior and go and buy their product. Cola, pizzas, cars, and even toilet paper commercials are no exception. Advertisements are made with this psychological principal, using objects or certain types of people to generate an emotion to dig deep into your mind and your pocket book. Today we will take a walk through the history of advertising and look at how commercials for beauty products have evolved with the
Dove is a personal care trademark that has continually been linked with beauty and building up confidence and self-assurance amongst women. Now, it has taken steps further by impending with a new advertising strategy; fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exits inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” what has been continuing ever since 2004 and times print, television, digital and outdoor advertising. As Leech (1996) believed,” commercial consumer advertising seems to be the most frequently used way of advertising.” In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing to influence their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist.”(Dyer, 1982:6)
I have examined and analyzed the COVERGIRL™ NatureLuxe advertisement that uses common feminine stereotypes. In this advertisement, COVERGIRL™, which runs in Seventeen magazines, targets women through their choices of colors, fonts, and images used. Certain stereotypes are used; such as, those who are more feminine tend to prefer lighter, happier colors, such as pink. Also, the use of a celebrity, who many young women look to as an icon, assists in the advertisement of the COVERGIRL™ product. COVERGIRL™, more than likely, is able to successfully market their lip-gloss product in the United States by using common gender stereotypes to show femininity and how those, mainly women, should be presented in today’s society.
As of the modern day, advertising is everywhere; it is on our televisions, we hear it on the radio and we see it on cars and trucks. Advertising can take many forms, one of which is propaganda. Propaganda techniques are useful in persuasion and drawing people to a certain cause, but mostly we hear of propaganda being used in times of war. However, the Dove’s Real Beauty campaign is a modern day example of propaganda that uses many known techniques of persuasion. This campaign is very prevalent in today’s society because it targets body image among women; more specifically, the campaign aims to positively change how women view themselves.
Shaving cream companies consisting of well-established brands do not have to devote a great deal of effort to advertising, compared to companies with new and lesser-known brands that have to work harder at persuading consumers. Pure silk is a widely known moisturizing, shaving cream. In one fairly-recent print ad for Pure silk, the company appeals to the basic, psychological needs for prominence and to achieve through a graphic that employs structural motion, informal balance, with exceptional unity, with an emphasis on smooth and soft legs and a major emphasis on winning the chance to win a V.I.P. luxury weekend to see Jana Kramer, appealing to our need for prominence through headline copy and the need to achieve through body copy. This ad by Pure Silk appeals to the basic needs for prominence by promising a chance to win a V.I.P. luxury weekend to see Jana Kramer, a famous, country music singer preform live.
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.
The Illusion of Advertisements Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate with the activity or product represented in the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing ones in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point. The advert alongside is simple and straight to the point. It contains very few details but extremely large content with the choice of words and graphics.
The Garnier Fructis advertisement, found in “Seventeen” magazine, promotes their new line of “Grow Strong” shampoo, conditioner, and treatments. The Ad features a young, attractive couple that seem to be happy. The first aspect of the ad that is noticed is the man, as he is the center of the page. The first thoughts that come to mind are that he is happy, attractive, and his girlfriend is caressing his head with her fingers through his hair. Next, you notice the woman who is beside him, the one caressing the man’s head. It is quite noticeable that her hair is long, shiny, and wavy. Also, the people in the ad are wearing fancy attire as if they are going to a formal event, which shows they are well-liked in society and are powerful. The product