The document proposes an advertising campaign for Coco Chanel lipstick. It will target wealthy, independent women who want to look glamorous and feel confident. The ad will use a beautiful model wearing the lipstick to appeal to women's self-esteem needs. Key persuasive techniques include using an attractive model, implying the product will make users look like her, and repetition of the brand name. The proposed ad design shows a confident model surrounded by business men at Canary Wharf, focusing attention on her red lips to symbolize courage. Her direct gaze and strong body language aim to stimulate interaction with consumers.

1. Advert Proposal
By Paulina A

2. I am going to advertise Coco Chanel
The product … lip stick.
I have chosen to advertise Coco
Chanel lip stick because the make up
industry is very big and popular. The
cosmetic industry is a profitable
business for most manufacturers
of cosmetic products. By cosmetic
products, we understand anything
that is intended for personal care
such as skin lotions or sun
lotions, makeup and other such
products meant to emphasize
one's look.
Slogan: Dieu m'a donné le
style, Dieu m'a donné la grâce. Dieu a
mis un sourire sur mon visage! (This
means: God gave me style, God
have me grace. God put a smile

3. Ideologies …
Expensive
Good quality
Glamour
Worth having
For an every day
use

4. Target audience …
Women who love make-up
Women who want to look and feel
glamorous
Women that love Coco Chanel
Women that are confident and
independent and that don’t need a
man to boost up their self-esteem
Mostly wealthy/middle-classed
women
The two lifestyle categories
which the target audience fits into
is the Egoist(People who are mainly
concerned to get the most
pleasure for themselves out of
life) and the Groupies(people who
want to get accepted by those
around them).

5. The Beauty Bunny - She
Social ranking class: believes that just because
The social class category in which there is science in a beauty
the target audience lies is mostly product, it will work. She is
social class A but I do think that is into every new invention in the
can be social class B too. beauty industry and reserves
•A: High ranking managers in her greatest enthusiasm.
industry or the profession like law
or medicine.
•B: Middle managers in companies
or public services like health or
education.
Female stereotype:
The female stereo type for this
advert would be something in- The Alpha Female – She is a
between the Beauty Bunny and the powerful professional whose main
Alpha Female. focus in life is her career. She is
definitely in control, but her
Gender: Females entire life is work.

6. Maslow’s hierarchy of needs …
The need I’ll be targeting
for the audience is:
Esteem(confidence, self
-esteem)

7. Persuasive techniques …
Beautiful people: Using good
looking models as if telling us we
will look like them if we use the
product.
Snob Appeal: This technique
suggests that you can be like the
expensively dressed, perfectly
shaped, beautiful person who
uses this product.
Repetition: Slogans, images
and brand names can be repeated
and add creditability to a
campaign.
Anchorage: When an advert
uses a caption to fix the meaning
of an image.

8. Comes in twenty different shades Design …
The cover of the lip stick is black
and gold
The bottom of the lip stick
contains the Coco Chanel logo.
ROUGE COCO SHINE Hydrating
Sheer Lip shine provides lasting
moisturizing shine in a water-light
texture. The formula glides on for
easy application, and a unique
HYDRATENDRE complex hydrates
and softens lips, giving them a
healthier and fuller appearance.
Available in a complete range of
shades, from delicate beiges to
dazzling berries, with a hint of
shimmer to enhance a glossy finish.

9. Extrathe attention is to be concentrated on advertso …
•Most of
information about the the face the
model has to make strong eye contact with the consumers.
•The background for the advert is going to be quite dull and not
really colourful; you get very similar colours just in different
shades, e.g. black, a bit of white, dark navy blue and different
shades of grey.
•The model will be the most colourful object in the advert. The
reason for this is because the model is to be the main focus in the
advert because it is her that is advertising the product; therefore
she cannot blend in with the background (she has to stand out).
•She’ll be wearing a tight dark blue dress (just above knee length),
light brown leather jacket and light brown leather heels.
•Most of the light will be concentrated on the model and the
background will be kind of blurry. High key lighting is going to be
used to give the overall image a clear look.
•The model will be holding a blackberry in one of her hands while
the other hand will be empty with the Red Coco Chanel lip stick
beneath her hand to give an effect like she’s dropping it.

10. The model:
•Cheeky smile
•Curly hair
•The model is walking down the road
•Fierce body language
•Strong eye contact
•Face full of confidence
The Product:
•The product will be at the left bottom corner of the advert and will be fairly big.
I don’t want the product to take up too much space because that way the advert
will not be as effective. I also don’t want the product to be too small because the
consumer has to be able to see without squinting, so it has to be clear and visible
for everyone to see. The lip stick on the advert will also be red however there will
be a little caption saying: “Comes in twenty different shades, from delicate beiges
to dazzling berries.” The reason that I want this little caption to be there is so
that every consumer knows there is a range of shades and colours to choose from
which is hard to do just by looking at the advert, reason being the product on the
advert is in the colour red and the model lip stick that the model is wearing is also
in red so it would be hard to tell what other colours/shades there are (if any).
The model’s facial expression for my advert is going to be that of a strong and
confident woman. The aim is to look natural but confident and beautiful at the
same time. I have decided for the model to use direct mode of address. The
connotation of me using direct mode of address is that it stimulates an interaction
with every individual consumer.

11. Background… they’re all looking at her
•Men surrounding her and
•All the men are business men and they are all wearing suits
•The model is not wearing business clothes (to make her stand out)
•Model not wearing extensive make-up; only mascara and a bit of
eyeliner. This is so more attention is concentrated on the lips
rather than the rest. The focus point are the lips and not the rest
of the face, if the model was to wear extensive make-up it would
distract the whole image and the main focus would no longer be
there.
•She will be wearing red Coco Chanel lip stick and the reason for
that is because red is a colour that symbolises mostly guilt, sin,
passion and anger, often as connected with blood or sex. However
in my advert the colour red is going to symbolize courage and
sacrifice but mostly courage rather than sacrifice.
•The model is not paying the men any attention at all.
•She is an un-business woman in a place full of business men
•The model is representing independence, confidence, dominance
(woman/girl power) and of course ... BEAUTY!
•The background will be Canary Wharf.

12. The end! 