Advertisements are used as a form of communication with an intended audience. As marketers make their ads, they find a target audience that would buy their product. They show the advertisement off so that when people see it, they want the product, they want what the advertisement shows, and they shape consumer’s thoughts. In this advertisement analysis we see how the markers from Maybelline have used signs and context to market their new mascara. Every aspect of the Maybelline mascara advertisement is perfectly situated to give the product the best chance to sell, the symbols in the advertisement, the intended audience and the intended message. All of the elements that are incorporated with the advertisement create a meaning to sell the mascara. The main focus of …show more content…
the advertisement is the close up of the women’s face. It shows the flawless face from an angle, as well as the look of a young Caucasian woman. The main focus is pointed towards her eyes, as that is where the product is being used. The product shows off the eyelashes as being perfectly groomed and thick. Something that sticks out is the blue rectangle around the models eyes; this brings the viewer’s attention to her eyes, showing off the mascara. The purple mascara bottle is enlarged to show the viewers the product in how they will see it in the stores. The magnified mascara bottle goes along with the magnified mascara on the women’s eyes. As women see the model wearing the mascara, they want the same thing they have, the full eyelashes and the seductive look that she possesses. The Maybelline product shows women that if they buy their mascara they will have the same look as the model. In the background, there is a city scape, lite up in a bright blue.
The models wrist shows that she is wearing a bracelet that is purple and studded, and it glistens in the light. This shows the audience that she is a sophisticated and glamorous woman. As anything else in this advertisement, the bracelet and the city scape are placed above the women’s eyes. This shows a vibrant atmosphere that is correlated with the target market. This would further enhance women to buy the Maybelline mascara. As advertisements are used to shape the ideologies of the audience, this Maybelline mascara ad stresses a myth that city women who use the mascara are glamorous and sophisticated. The written signs of the advertisement are just as important as all other aspects. The written signs shown in the advertisement are just like the symbolic signs in that they come together to show the ideologies of how women think they ought to look like. There slogan in the advertisement “It’s not a mascara, it’s false lash glam in a tube, instantly!” doesn’t let the audience believe that thee mascara will cover up imperfections, but it consumers can use it as an accessory to accentuate the eyelashes, giving them a bold and feminine
look. The signs come together in the advertisement to construct and ideal image that women want. They see the advertisement and it gives them a desire to want to have big, bold and beautiful eyelashes as shown by the model. Maybelline's target market are women ages 16-25, then they are also expanding it to a 35+ and men’s market. The marketing campaigns are very diverse to target different women with different ethnicities, to accomplish this they have used a wide variety of models. The intended audience for this advertisement is young women, women that want eyelashes that are big and beautiful, that look fake but are all natural. Women that see all the glamour in the ad, the flawless skin, the city, the bracelet, and all aspects of the ad show that if you use the mascara, you could have this as well. When making an ad, markers need it to be easy for readers to see, so more visual than words. The visual aspect has to catch the reader’s eyes and draw them too look at the ad more closely. Maybelline mascara does this by putting the blue around the models eyes. A readers eyes are drawn to the blue box, then to the eyes, where the mascara is perfectly groomed on the models eyes. The reader will see the mascara and be impresses by the perfect composition. They will continue to look around the ad to see what is giving the model these great eyelashes. The enlarged mascara bottle shows the product that is easy for the reader to see. A simple statement will keep the reader’s attention, then when they go and buy the mascara they will think of the few words that stuck out in the advertisement. In conclusion, all aspects of the advertisement come together to create an image that draws an audience in, to buy a product. Through this analysis we can examine how the context supports the meaning produced by the advertisement. The target audiences for the Maybelline mascara product are young women who want full and long eyelashes to enhance their feminine qualities. The aspects of the written and the visual signs in the Maybelline’s advertisements are intended for women who see the mascara as an accessory to enhance their feminine qualities.
When you look at someone the first feature you look at is their eyes. The mascara industry knows this instinct all too well. Two respected companies in the industry are Covergirl and Revlon. In recent years the two companies have had great success in marketing their mascara products. Two of the accomplished lash products are Covergirl’s The Super Sizer and Revlon’s Lash Potion mascaras. In their commercials, the two brands have a few similarities as well as differences. Both commercials have similar target audiences, promise glamorous lash results, and have attractive female endorsers. On the opposing side, the commercials are different in regards to their theme, setting, and the endorsers chosen.
This advertisement appears in the Seventeen magazines, whose readers range in age between thirteen and twenty-five. The visual shows a young, blonde, Caucasian female who is attracting the readers to the COVERGIRL™ product. Placing this sort of ad in the Seventeen magazines is appealing to most young women due to the beautiful celebrity, Taylor Swift, who uses the same product. Also, the colors used, such as the pastel pinks, draws in the reader since they are very feminine colors. Finally, the product itself is appealing to the audience of Seventeen because younger women like to look their best, and to do that, lip-gloss is a handy accessory.
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
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
The signs employed within the ad and the connection between signifiers and the signified were subjective and based on cultural representations. The denotative and connotative meanings that a message represents along with ‘doctrine of sign’s’ known as iconic, indexical and symbolic dimensions engaged by the advertiser to send ideology and mythical messages within the Katy Perry ad, such as wealth, authority and beauty are desirable and this can be attained if you buy this perfume. On a border and more thought provoking ideological level, the ad could perhaps interpret the message of freedom, prosperity and justice that women have culturally fought for throughout history. The basis of the selling pitch of the advert is sex, beauty and wealth. A contradiction perhaps, is an alternate meaning with the syntagm “Own the Throne’ intentionally placed underneath her genital area with Katy’s legs crossed. This may signify a deeper meaning that she is truly the one that ‘owns’ her sexuality not the advertiser. It is crucial advertiser’s understand that accomplishment of linguistic and non-linguistic communication is a result of the integrated system of cultural norms that allows potential buyers, to organise their world and give collective representations. In order to permit the reader to receive and successfully decode the
The Popchips brand advertisement uses a blue background and a pink accent color, as a contrast to show a mix of reliability and feminine aspects. If a woman wears pink she visually appears to be more feminine and flirtatious versus black or white. Limited accent colors can create a sense of interest for an audience or to lure them into the advertisement, which is why advertisement companies’ use accented colors. The Popchip Brand previously has used blue as a key to show the reliability of their product to their customers and continue using blue to gain a more reliable consumer base. The significance of colors used in the advertisement impacts an audience immediately and does not allow time to think of the symbolism incorporated into the
I am a 21-year-old girl who likes to wear makeup and a nose ring. Seeing one of my favorite rock-stars wearing a CoverGirl mascara product is convincing within itself. Even if you do not know who P!nk is, I think this ad has a very clear and bold message that attracts to all readers. The composition of the ads is designed to draw your eyes attention and by using warm colors on a dark background brings you right to it. I think it’s especially a good ad because all of the elements find a way to make it back to the intended message. Everything is related to the fact that this is a new, bold, and hot mascara that every girl should try. I also think that the layout and composition is crucial for this ad. It’s important that print ads draw in the readers attention long enough to receive the message. The text is clear and easy to read so you see what you need to know. Using a celebrity endorsement has definitely played a crucial role in the success of this ad. Like I mentioned before, P!nk is a perfect icon for this intended message and audience. This ad is definitely successful in m eyes and I am sure other audience members would
In this essay I will describe an image taken from an advert and use visual methodological approach to analyse and depict the different set of meanings produced by this image. In order to explicate my ideas I will provide a brief outline of the picture. Then, I will describe a number of coded and non coded meanings and how the advert is employing a range of signifiers to communicate messages to the consumer and reinforce the brand identity. (Barthes 1972)
To be efficient, it must correspond to products and be relevant to people, expressing and sustaining competitive advantages. My image appears in Glamour, a specialized publication for women, where the cultural context is gender, thus providing a greater degree of authority and the intention is to promote the reputation and sales of the perfume. The image is a collection of signs, these signs may include paradigmatic and systematic elements such as the name of the perfume, the fonts used, the colors or the woman which appears with a green apple in her hand. ‘The goal of semiotics in the study of advertising is, ultimately, to unmask the arrays of hidden meanings in the underlying level, which form what can be called signification systems’ (Beasley et.all, 2002: 20). It is obvious that in the interpretation of an image controversies can arise and the meaning could be different from person to person due to the cultural level or ways of image analysis, because the reader approaches an image from a personal ideological perspective.
Curry and Clarke’s article believe in a strategy called “visual literacy” which develops women and men’s roles in advertisements (1983: 365). Advertisements are considered a part of mass media and communications, which influence an audience and impact society as a whole. Audiences quickly begin to rely on messages sent through advertisements and can create ideologies of women and men. These messages not only are extremely persuasive, but they additionally are effective in product consumption in the media (Curry and Clarke 1983:
For Maybelline’s price they offer low competitive While stating in text the lipstick is truer and crisper from their rich pigments and creamier and more sumptuous feel from their nourishing honey nectar. The consumer can actually read those objectives off the advertisement. For a visual aspect you can physically see a flower dripping nectar onto the lipstick, as the lipstick glistens. In addition, the consumer can also see a beautiful model wearing one of the shades of pink to see how rich the lipstick really is. CoverGirl uses both verbal and visual messaging to accomplish the advertiser’s marketing objectives.
The attempt is made with this advertisement to define beauty with images of starved and malnourished models which Estee Lauder claims to be the standard for beauty. Estee Lauder presents its view of beauty to the consumer as the defining truth. The issue with the advertisement is the acceptance by the consumer that the Estee Lauder definition of beauty is truthful and factual. The targeted audience for this advertisement is women of all ages. Beauty is something extremely important to women and is constantly being reinforced in the society of today.... ...
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on 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 one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
We see advertisements all around us. They are on television, in magazines, on the Internet, and plastered up on large billboards everywhere. Ads are nothing new. Many individuals have noticed them all of their lives and have just come to accept them. Advertisers use many subliminal techniques to get the advertisements to work on consumers. Many people don’t realize how effective ads really are. One example is an advertisement for High Definition Television from Samsung. It appears in an issue of Entertainment Weekly, a very popular magazine concerning movies, music, books, and other various media. The magazine would appeal to almost anyone, from a fifteen-year-old movie addict to a sixty-five-year-old soap opera lover. Therefore the ad for the Samsung television will interest a wide array of people. This ad contains many attracting features and uses its words cunningly in order to make its product sound much more exciting and much better than any television would ever be.
The first thing that advertisements try to achieve is to capture costumers’ attention. When an ad fails to do this than it is not a successful ad. Advertisement fa...