The advert which I have chosen appeared in the magazine ‘Cosmopolitan. The target audience is women aged eighteen to thirty. It’s advertising a nail polish and lipstick. The aspirations of the woman who read this are to be pretty, confident, fun, in charge and responsible at the same time. To begin with there are two main images in the picture. One is a lady who captures the viewer’s eyes as she has got shiny red lips, with another lady just behind her gripping her arm showing off her red nail polish.
It seems to me that the pictures give a position of independent women who feel confident about themselves but classy at the same time, although it also gives an outlook of a fun, girly sense which makes one happy. The denotations of this advert are the lipstick and nail varnish. The connotation is making one think of a fun, classy and sophisticated attitude combined with sexy and confident. Particularly the image of the body, dominates the page but not to the extent that the other images and writing is not clear or visible.
Consequently, the viewer’s attention is drawn to the woman and the contrast of her skin colour to the product (lipstick and nail varnish) shows great distinction. This highlights the effect of the bright, attention seeking affect it has. Surprisingly, there is no famous person or celebrity endorsement in the advert although this could mean that it is not needed as one of the points which the advert is trying to show the reader is that and one can wear this, that you don’t have to be special or extra beautiful. The layout of the advertisement is a significant factor in directing the readers’ thoughts and affecting their emotional response.
To state the obvious the text is laid out in four categories, each with a heading in bold as well as bullet points. Naturally this makes it clear for the reader to read and therefore one may take time to read it instead of just skimming through. Moreover, the colours used for the font is white on a dark background all italic and the subheading in bold. As an advantage, this brings out the writing again making it easier for the reader to read and take in as it’s less stress for the eyes. Possibly using the bold makes it clearer and can notify the reader what each point is about.
Additionally the product colour is red, the text white, background brown and black as well as the skin colour. Having a brown background creates a calm sense and an effortless look, but because of the contrast of the skin colour the dark background together with the red lips and nails brings out the effect of the redness. As mentioned before, this creates an image of sexy, confident and classy look drawing attention. There are no bubbles, boxes or puffs, which makes it easier for the reader to follow for the reason that it takes longer to look around the page reading different things.
Oddly there isn’t a logo, but the manufacturer’s name – Sally Hansen – written vertically on the right side of the page, as it’s written on their products. This will aid product recognition. A range of persuasive techniques have been used productively to encourage the reader to buy the product. There is little use of imagery in this advertisement but the phrase, ‘Creates instant drama’ paints a picture for the reader that whilst wearing this product, not only that drama would occur but that they would feel more confident.
It’s clear to see that the main semantic field here gives a passionate view, as it’s sexy, maybe an opportunity for a personality change and a chance of independence. Perhaps women that are shy and not confident think that if they use this product they could change and feel more confident. The medical jargon used is ‘patented formula’, ‘fortifies’ and ‘technology breakthrough’. Not only does this impress the reader about how much effort has been taken into the research, but also that they think it’s better than other products as its very convincing language as well.
It seems as though it’s been well researched. ‘Beauty that works’ is the slogan. Ultimately it’s catchy, simple and memorable so therefore people would talk about it and by word of mouth many more people would be hearing about it. Furthermore, the point of that slogan is to say that most of the time products don’t turn out to be what they say they are or what they’ll do. A main key factor to a product I believe is the slogan. Repetition is used in the text with the word shine. ‘Deep shine’ ‘extraordinary shine’ ‘colour and shine’.
Thus it’s obvious that shine is an impression that the reader will get when reading it. Without even noticing when seeing or reading something over and over the thought remains inside and so therefore it’s very persuasive and can make the reader more interested especially if they want shine from the product. Facts are used in the text such as ‘real silk’ and mentions who was last seen wearing the product. For the reader this is a great boost of trust as they think that it may not be just a bad advert but that it could be value for money and that it’s not fake.
Looking back on what I said, there was no celebrity endorsement there is a mention of where the product was seen last on ‘Nicole muirbrook’ this again gives confidence to the reader that maybe someone famous wears this so if they do they will be proud and assured that it’s not just them who are wearing it. To conclude, in my opinion, this advert is very successful. With great contrast of colors bringing out the red on a beige background again making it clear for the viewer what the product is and who it could look. Certainly the language is easy to read and straight to the point which I think is a key point for an effective advert.