Wanna Be On Top?
Not everyone gets the opportunity to be America’s Next Top Model or a world known singer. Luckily, we have this thing called makeup that our society has placed in front of girls to basically make them a whole new person. Cake it on and you’re beautiful! That’s a good thing to keep in girls minds, not. But for now, who cares, because L’oréal sure does succeed in grabbing the attention of consumers. When you find L’oréal’s ad in the latest People Magazine, most may think it’s just a typical cosmetic propaganda. But, it is much more than that. Although L’oréal’s ad acquires the basic similarities as every other makeup advertisement, they use strategic techniques that sufficiently attract more attention to the viewers.
After taking a first glance at this advertisement, you may take an extra second on the main girl pictured. She is beautiful and strikingly staring at you. The designers and photographer decided to make the placement of this picture at an angle that is the same as the audience’s. This makes the reader feel like they are somewhat able to be like this model. Who would’ve guessed? The technique makes them feel like they can put themselves in the model’s position. Pretty awesome. I mean, if these women are seeking to get a little kick in their appearance, this product really does the job of pulling them in.
Not only that, but also the arrangement is very effective. As said before, obviously the face is the first thing people notice. While the face is centered and large, more commonly people gravitate towards faces first anyway, which is perfect for a makeup ad. Then, your eyes lead you to the headline, “All eyes on you,” by Jennifer Lopez. Oh sweet! It’s through a celebrity as well, even better. Having a celebrity sponsor the advertisement makes people remember the product and makes them want to follow an iconic person. Back to the arrangement, then you see the product itself and, lo and behold, the logo at the bottom left corner. Well played L’oréal. Right before people turn the page, after a solid three seconds looking, they see the logo. This is a perfect way to get their final “Buy me!” into the audience’s brain. Small add-on, but a technique that is very beneficial in the long run.
In terms of color, L’oréal chose to stick to gray. Gray really does nothing for people. No feelings or emotions are stimulated when bland colors are used. You would think they would want to use warm colors to make them excited and feel bold, with all these eyes on you. Though, it is somewhat understandable seeing that most people do not scream in joy when they get mascara (warmer colors), or feel relaxed by their new foundation (cooler colors). But who knows, everyone’s different. So they kept it plain. As for lighting, they decided to have a bright side and a dark side. This leads your eye to the left side of her face, where it is much brighter. You see her perfect skin, perfect eyebrows, perfect lashes, and perfect lips. Heck, shes just like a Barbie. It’s a little ridiculous, but the illumination of the face helps brighten up the ad. It frames the model. Then on the right side the lashes stand out. It makes the viewer think that this is what they’ll get, simply perfection.
Overall, this ad fulfills the need for attention and prominence. When you buy this product, the idea is that you get everyone to stop and look at you. As one can see, L’oréal made it immensely clear that this look has everything a girl wants. Most women want that “look at me” feeling, let’s be honest. Being the center of all has its perks, and a little extra “oomph” on the mascara may just do the trick. Since, Jennifer Lopez has a high status, people aspire to be like her and be admired. The appeals connect to the viewer and get passed just the visual aspect. More often than not, women wear makeup to be more presentable. They want that good feeling inside and know it’s a good day with some “phenom” makeup. Besides the horrible self-esteem that makeup ads create, L’oréal effectively promotes their product with their high level of strategies used.