Supercharge Your Skin! (Estee Lauder)

 

As usual, I was flipping through Allure and I saw this ad for Estee Lauder's wrinkle lifting serum. Most of the women in my family like Estee Lauder (I have no idea why...), so I thought it would be good to analyze one of their ads.

The use of the color purple is prominent everywhere in this ad. The background is mostly lavender with some white, which compliments the product (in a purple bottle). The brand Estee Lauder is at the bottom with the darkest shade of lavender on the ad. This makes the consumer remember the brand because it's "highlighted" with the contrasting color. 

Now to dissect the words and phrases used to hook the customer. First line: "Now, Supercharge Your Skin." The word "supercharge" definitely has a positive connotation. It sounds like my skin will become rejuvenated and lifted. Then "New. Perfectionist [CP+R]", what does that mean? For sure the word "perfectionist" will have an effect on women, who want to look flawless and "perfect". Following that, "first wrinkle lifting serum...with breakthrough CPR-75 Technology." The second part of this phrase uses the technique of Magic Ingredients. Apparently, this "CPR-75 Technology" is a breakthrough, which only Estee Lauder has discovered. Then, "...this exclusive technology is proven to double skin's natural collagen-building power." Now biology is involved in selling this new product. It's true that collagen helps make skin wrinkle-free and smooth, so by saying this serum will double the production of collagen, women are convinced to buy the product to look young and wrinkle-free. Skipping to the last phrase, ""In just 4 weeks, 96% showed a significant reduction in the look of lines and wrinkles." This is the technique of facts and figures because it shows the effectiveness of the product in such little time. Lastly at the bottom, "Suitable for all ethnicities."By saying that, it will appeal to every woman and thus, increasing the sale of this product.

The need that applies to this ad is the need for attention. Women, when they start to wrinkle, are typically very conscious of their appearance. They want to look their best and youthful. This product will fix all of those lines and wrinkles, making you look young and fresh. At least that's what Estee Lauder says...

I would say this ad was pretty effective because it used so many positive connotations. But, it got annoying reading all of those words. So depending on how the customer interprets the ad, it may or may not be effective. I don't have wrinkles yet, so I won't be buying this product...ooh! My aunt is hitting that age and she likes the color purple! I should show her this ad, haha.  

(First post of 2013!)