The brand MAC is makeup company founded in Canada and headquartered in New York City. The company is named one of the top three global makeup brands with an annual turnover of $1 billion. The name is an acronym for make-up, art, cosmetics, because it is an acronym it means it can be translated easily in other countries as the alphabet looks the same in all countries. The advert I chose to analyse is a very minimalistic and simple looking advertisement for one of their makeup products; there are other very similar styles in their other adverts for different products which shows they have a running theme of simplistic layouts with notmuch information or detail which could make it seem more appealing to customers. The target audiencefor the advert is 25-40 due to the company being high brow and their customers being older, sophisticated women. This is because the company is quite an ‘old’ company in comparison to other newer makeup brands, also the fact their prices are quite expensive therefore appealing to the 25-40 age bracket. Their audiencewill become aware of their adverts due to the effortless style as well as their logo place on the advert near the bottom (so it doesn’t overlap with the image too much) and in the centre to make it noticeable. This creates their brand identityas their logois black with white writing which is the same theme of the advert making it recognisable to known customers. The text at the bottom of the page describes the product using persuasive languagethrough the use of alliteration “lush, lasting” and “plush, pearlescent” which rolls off the tongue thus interesting the reader. The whole sentence uses hyperbolic languagewhich is their way of soft sellingtheir product because they are promoting it and not demanding that you buy it. This MAC advert uses the fears of womenbeing insecure about the way they look to promote their product as they infer from the advertising that their products will make you ‘pretty’/’prettier’. This could be them genuinely trying to boost people’s insecurities or them playing on it to make money. However, the company also uses women’s desiresof wanting to look attractive through the use of makeup which shows how companies use the desires and fears of their audiences to help create and sell their products. The advert uses a shadow effect which only shows part of the models face – it mainly focuses on the lip area since that is the product they are advertising for; she uses indirect mode of address which create an enigma leaving the audience questioning where she is looking and why? This also means we (as an audience) aren’t looking at her eyes but instead her lips which are glossed with the new ‘mineralized rich lipstick’ in a very bold magentawhich stands out to the audience. On the advert it uses iconic representationsince it shows the lipstick product on the model which makes the audience aware of what the brand is trying to sell. Thetext at the bottomof the page is small however it includes all the information needed for those buying the product – it names and describes the product with the website at the bottom. The use of white textmakes it stand out on the page amongst the image of the model and dark background, it means it is easy to read as well.
(other adverts from MAC)
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