Ilva Xhemali E.

Caruso English 1101 6, November, 2013 Behind The Beaut

Xhemali 1

The !evlon "ash #otion mas$ara is an advertisement attem%ting to sell its %rodu$t to a ounger &emale %o%ulation. attem%ting to sell ma'eu% to an audien$e. This advertisement (ill be loo'ed into &urther detail due to in$reased e)%osure o& man su%er&i$ial ones similar to this. *arious advertisements (ith beaut %rodu$ts seem to target their audien$e in relative (a s (ith similar te$hni+ues. Beaut %rodu$ts all have a $ommon %ur%ose and all enhan$e an individual,s %h si$al a%%earan$e. The message there&ore ma $ome a$ross as vain and sel&-indulgent. This %arti$ular %rodu$t being sold is mas$ara and belongs to the brand name !evlon The (a it attem%ts to rea$h its audien$e and sell its %rodu$t is easil noti$eable and $an be &ound in almost an ma'eu% advertisement. The brand name is !evlon and the maga.ine it derives &rom is vogue. The maga.ine &rom (hi$h it derives &rom is vogue/ a &ashion maga.ine a%%ealing to the &eminine %o%ulation o& so$iet . 0 (oman,s &a$e is %ositioned the main &o$us o& the %age and ta'es $enter stage o& the advertisement. The (oman is an attra$tive $elebrit , Emma 1tone, (ho is a &amous a$tress.. The t %e o& ma'eu% this advertisement is attem%ting to sell is mas$ara and the target audien$e (ould have to be %redominatel oung (omen in their teens to late t(enties

due to the oung attra$tive (oman advertising the brand. This advertisement has a oung (oman, (ho ha%%ens to be a &amous $elebrit , in the $enter o& the %age. 2er &a$e ta'es u% most o& the advertisement (hi$h ma'es it the main attra$tion and %ulls the audien$e in. (ith the brand,s name in bold letters on the side o& the %age. 2er &a$e is the main attra$tion and (hat %ulls the audien$e in. 2er &a$e is the $anvas &or the %rodu$t itsel&/ so

Ilva Xhemali E.Caruso English 1101 6, November, 2013

Xhemali 2

naturall , it has to be beauti&ul and aestheti$all %leasing. 2er green e es are hard not to admire or noti$e. This advertisement has $learl $hosen a (oman (ith noti$eabl attra$tive &eatures. 3as$ara is a%%lied to one,s e elashes, and b loo'ing at this advertisement and the (omen,s e es, it ma'es the %rodu$t that mu$h more desirable. In $ontrast, ordinar %lain e es, or the genuine tired loo'ing ones are not $hosen &or this advertisement. !evlon is ver e&&e$tive in a%%ealing to one,s visual sense in this advertisement. The brand,s name is in bold letters on the side o& the %age. The si.e is huge enough to noti$e &rom a a$ross a room and the (hite $olor $ontrasts the dar' magi$al ba$'ground ma'ing the brand name e)tremel noti$eable. This advertisement is not a +uiet one/ it is loud, and in our &a$e. This advertisement (ants ou to 'no( (ho the are and ho( great their %rodu$t is. This advertisement uses +uotes and des$ri%tions to sell their %rodu$t. It meta%hori$all $om%ares the mas$ara to %otion, $laims it,s similar to a (and and it (or's li'e 4magi$5. 6rom this message alone it is assumed the mas$ara (or's mira$les to our e es, $om%letel trans&orming our e elashes. 0 needThe goal is to %ossess thi$'er e elashes is &ormed, and the message is bigger is better. In &a$t, this goal is being advertised in all &our advertisements. 7ther brand names su$h as 1e%hora, Covergirl and 3a belline also advertise mas$ara, along (ith other various beaut %rodu$ts. Their message is similar, thi$'er more voluminous e elashes are being advertised and their %rodu$ts hel% a$hieve that. 1e%hora,s ad $onsists o& a +uote that sa s 48o big or go home5. Covergirl uses another +uote 49hat,s hot right no(: 3a) volume5. 3a belline sa s 4Big e e glam is here5. In $ontrast, !evlon does not have giant $enter +uote that

Ilva Xhemali E.Caruso English 1101 6, November, 2013

Xhemali 3

s$reams 4big5 but rather a $almer te)t sa ing 4s%ell binding volume, su%ernatural length5. 0 greater meta%hor used to the $om%arison o& the %rodu$t to magi$, is em%hasi.ed more. 2o(ever, this $entral The em%hasi.ed message leads to the idea that (omen (ith thi$'er, more voluminous e elashes are attra$tive. It is attem%ting to sell an idea or %er$e%tion on (hat is attra$tive and %leasing to the e e. The (oman is (earing a &ull &a$e o& ma'eu% and the sole %ur%ose is to advertise her beaut . There is no de%th to this message or %rodu$t. 9earing and using this %rodu$t (ill not enhan$e a %erson mentall or emotionall , in an sha%e (a or &orm. #h si$all , it attra$ts the audien$e, the +uote used is &illed (ith ad;e$tives des$ribing %h si$al traits, and the %rodu$t itsel& (ill enhan$e a %h si$al a%%earan$e. This message might in&luen$e the audien$e in a number o& (a s. The ounger the audien$e &or e)am%le, the more easil %ersuaded and easil in&luen$ed the (ill be b the su%er&i$ial beaut that is being %ortra ed. The 3a belline and Covergirl advertisements also use an attra$tive (oman,s &a$e to sho($ase the %rodu$t. The Covergirl advertisement s%e$i&i$all uses a $elebrit as their model. This $elebrit is &amous singer, #in'. #in' is (ell 'no(n b toda ,s generation and most oung adults and teenagers (ill easil re$ogni.e her in su$h an ad. B using 'no(n $elebrities, the target audien$e shi&ts gear to a ounger audien$e (ho is more &amiliar (ith toda ,s %o% $ulture. The 1e%hora advertisement in $ontrast, la$'s a model &or their %rodu$t, losing the visual as%e$t. Bet(een !evlon and 1e%hora, one (ould $hoose to bu their mas$ara &rom !evlon due to the attra$tive model. The $olors used in the 1e%hora advertisement are ver blea' and neutral (hi$h (ould dra( in a smaller audien$e $om%ared to the other advertisements $olor&ul tem%late. The

Ilva Xhemali E.Caruso English 1101 6, November, 2013

Xhemali <

!evlon advertisement uses dar' blue and %ur%le as its ba$'ground $olors (hi$h add to the magi$al element o& the advertisement. The mas$ara itsel& is em%hasi.ed on a bright (hite ba$'ground. This dra(s the audien$e in to the %rodu$t, ma'ing it stand out. The Covergirl advertisement in $ontrast, uses a bright bubblegum %in' ba$'ground attra$ting a ounger audien$e (ith an em%hasis on the &emininit o& the %rodu$t. In $on$lusion, the !evlon "ash #otion mas$ara advertisement uses a variet o& te$hni+ues to $a%tivate its audien$e and the other advertisements similarities and di&&eren$es highlighting those te$hni+ues. The target audien$e is oung (omen (ith a desire o& enhan$ing their %h si$al a%%earan$e, s%e$i&i$all their e elashes. 0 vast meta%hor is being used (ithin the advertisement $laiming it (ill $reate 4s%ell binding volume5 and 4su%ernatural length5. The advertisement is $laiming the %rodu$t (or's li'e magi$ and an (oman desiring a +ui$' %h si$al enhan$ement that (or's li'e magi$ (ould be eager to bu .