The Effectiveness of Advertisement
Beth Provost
Maybelline is known for their attention grabbing commercial ads, featuring seemingly flawless models to advertise to their products. In this ad in particular, Maybelline is advertising their Super Stay 24 Color, a longwearing lipstick. The ad features a beautiful woman modeling the lipstick. Underneath it states,“I don’t crack under pressure. I thrive on it.” The statement itself has the power to give women across the nation a boost of confidence. This ad uses the “Need for Attention” appeal and is incredibly effective because of how it connects beauty and confidence to their product.
When evaluating the ad, you can see the multiple advertising techniques used effectively. The “Need for Attention” emotional appeal is the most dominant technique used. This ad features a close up of an attractive woman wearing bright red lipstick. The color of lipstick itself draws the consumer’s attention, which is the purpose of the appeal itself. If the consumer views the advertisement, then they will most likely want to be noticed like the model in the picture and buy the lipstick. The ad also uses confidence as an effective strategy. The quote,”I don’t crack under pressure. I thrive on it,” implies that wearing this lipstick will make a woman more confident and comfortable in her own skin. Even the USP says,”Make IT happen,” implying that whatever ‘IT’ is couldn’t be done without having the product. Overall these techniques are incredibly effective because they women’s self-esteem and want for attention to get them to buy the product.
The target audience of this ad is women and its demographic is gender. Makeup is stereotypically used by only women and is hardly ever advertised to men. The Maybelline ad uses a female model and wants/needs that stereotypically apply strictly to women. On advertisements for males, we usually don’t see claims that a product would stay on through,”200 bites, 100 sips and countless kisses.” Women, consumers of makeup, however would love a product that it long lasting and won’t fade throughout the day. That is why choosing women as a target audience is so effective. They are known for using the product the most.
To sum up, the ad is overall very effective. It sends positive messages about confidence and beauty to women nationwide to get them to buy their products. The target audience was also perfectly applied to women.
