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Tram Tran
EMLS-167 W
Professor Ockey
14 February 2018
Advertising analysis
My advertisement is about L’oreal- a popular brand of beauty product line. The ad is aimed at
female consumers. In my advertisement, there is a beautiful woman beside a red lipstick. The woman is
Gwen Stefani who is my favorite singer and a talent fashion designer. Although Gwen Stefani is middle-
aged, she still looks young, beautiful and confident in black suit in the ads. The red of her lipstick flatters
her light and smooth skin, which attracts viewers at first sight. In the advertisement, the brand name is put
at the bottom of the lipstick image and close to the center. Gwen Stefanialso states,“Feel it. Wear it. Love
it.”. There are many techniques that were used effective in this advertisement such
as: Testimonial, Glittering Generalities, Transfer,Scientific Language, and Color.
The first technique used is Testimonial, since Gwen Stefani is a famous singer and fashion designer.
By lending Stefaniimage in the advertisement, the product seemsmore attractive to consumers.Asa fashion
designer, Stefani has always been known as a fashionista. In some commercial show, Stefani always looks
sexy, beautiful and fancy in her outfits and her makeup. Her statement, “Feel it. Wear it. Love it.”. Her
statement is like a challenge to viewers and makes viewers more curious about the
product. It is almost a guarantee; as long as we try and wear it, we will love it.
Then there is a Glittering Generalities technique which uses positive words to leave impression of
a good-quality product in the audience. The ad uses the word “luxury” to describe about their product-the
new lipstick. This word has good effect on raising the high standard of the product. The ad also emphasizes
the characteristic of the product which is the longwear lipstick. It states that it can stay up to 10 hours.
Moreover, the ad mentions the comfort when using the product.
Another technique is Transfer,which uses words and phrases to connect with viewers’ emotions to
the product. The ad states,“Because you’re worth it”. The statement leaves good impression on consumers
when seeing it. It makes consumers feel like the brand cares about them and appreciates them more.
The fourth technique used in the ad is Scientific Language. As we know that, there are many
ingredients in a lipstick. However,the ad lures consumers by mentioning just 2 ingredients which is vitamin
E and no power-hold pigment. The ad targets on consumers’ care of health. When seeing those ingredients,
consumers feel more secure about the product. Obviously, consumers think about vitamin as
healthy and good things to their body; also, it has no harmful chemical which affect badly to their health.
The last technique is Color. Instead of using neutral color which is comfortable to eyes, it uses
strong and contrast colors such as red, white, black to catch attention of viewers. Advertisers choose red as
the color for the lipstick in the ad because of the effects of the color on people’s emotion. Red is a color
which stir up passion and excitement. It also associates with warmth, comfort, love, and romance. To flatter
the red color, advertisers use background of white and black. Those 3 colors go together creates a feeling
of professional and luxury standard.
I believe this is an effective advertisement. It is a perfect combination of propaganda techniques.
Advertisers succeed in promoting very well the new lipstick line of L’oreal brand. After seeing the ad, I
also want to get this product. It seems so convincing to me due to its non-toxic ingredient and the 10
hours longwear. Moreover, it is promoted by my favorite singer- Gwen Stefani.
Tram tran  ads analysis
Tram tran  ads analysis

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Tram tran ads analysis

  • 1. Tram Tran EMLS-167 W Professor Ockey 14 February 2018 Advertising analysis My advertisement is about L’oreal- a popular brand of beauty product line. The ad is aimed at female consumers. In my advertisement, there is a beautiful woman beside a red lipstick. The woman is Gwen Stefani who is my favorite singer and a talent fashion designer. Although Gwen Stefani is middle- aged, she still looks young, beautiful and confident in black suit in the ads. The red of her lipstick flatters her light and smooth skin, which attracts viewers at first sight. In the advertisement, the brand name is put at the bottom of the lipstick image and close to the center. Gwen Stefanialso states,“Feel it. Wear it. Love it.”. There are many techniques that were used effective in this advertisement such as: Testimonial, Glittering Generalities, Transfer,Scientific Language, and Color. The first technique used is Testimonial, since Gwen Stefani is a famous singer and fashion designer. By lending Stefaniimage in the advertisement, the product seemsmore attractive to consumers.Asa fashion designer, Stefani has always been known as a fashionista. In some commercial show, Stefani always looks sexy, beautiful and fancy in her outfits and her makeup. Her statement, “Feel it. Wear it. Love it.”. Her statement is like a challenge to viewers and makes viewers more curious about the product. It is almost a guarantee; as long as we try and wear it, we will love it. Then there is a Glittering Generalities technique which uses positive words to leave impression of a good-quality product in the audience. The ad uses the word “luxury” to describe about their product-the new lipstick. This word has good effect on raising the high standard of the product. The ad also emphasizes
  • 2. the characteristic of the product which is the longwear lipstick. It states that it can stay up to 10 hours. Moreover, the ad mentions the comfort when using the product. Another technique is Transfer,which uses words and phrases to connect with viewers’ emotions to the product. The ad states,“Because you’re worth it”. The statement leaves good impression on consumers when seeing it. It makes consumers feel like the brand cares about them and appreciates them more. The fourth technique used in the ad is Scientific Language. As we know that, there are many ingredients in a lipstick. However,the ad lures consumers by mentioning just 2 ingredients which is vitamin E and no power-hold pigment. The ad targets on consumers’ care of health. When seeing those ingredients, consumers feel more secure about the product. Obviously, consumers think about vitamin as healthy and good things to their body; also, it has no harmful chemical which affect badly to their health. The last technique is Color. Instead of using neutral color which is comfortable to eyes, it uses strong and contrast colors such as red, white, black to catch attention of viewers. Advertisers choose red as the color for the lipstick in the ad because of the effects of the color on people’s emotion. Red is a color which stir up passion and excitement. It also associates with warmth, comfort, love, and romance. To flatter the red color, advertisers use background of white and black. Those 3 colors go together creates a feeling of professional and luxury standard. I believe this is an effective advertisement. It is a perfect combination of propaganda techniques. Advertisers succeed in promoting very well the new lipstick line of L’oreal brand. After seeing the ad, I also want to get this product. It seems so convincing to me due to its non-toxic ingredient and the 10 hours longwear. Moreover, it is promoted by my favorite singer- Gwen Stefani.