Clinique | Elianto | Diane | Enchanteur
Clinique Sonic System Purifying Cleansing Brush
1. Describe the meaning of the message of the selected advertisements & how is the message being communicated
First Impression
This advertisement is published in CLEO magazine. Our first impression is that this two-page advertisement is simple and the message is easily understandable as the three of us understand it at first glance. The advertiser uses a demonstration approach to portray how soft the purifying cleansing brush is by showing how the model uses it on her face as well as on the petal of an orchid flower. It also seems that this advertisement is targeting visualizers because the ad contains more visuals than text. From the advertisement, we understand that the cleansing brush is very soft and it would not hurt our skin. It can clean away the stress of pollution on it. Besides, we think that it is also a comparison advertisement where it compares our skin to the orchid flower. In other words, it is trying to tell us that even the cleansing brush would not hurt the flower's fragile petal, so it would definitely not hurt our skin.
The copy of the ad is very simple and clear. It is a two-page ad with a white background which makes the images and text more eye-catching. The headline, tagline as well as the text are written in black, which is rather outstanding when placed on a white background. The headline, ‘Effective on pollution’ in the first page, is bold in text and larger in font size compared to the sub-text. This makes it easier for readers to differentiate the headline and the tagline. The text explains the headline by mentioning that the sonic system purifying cleansing brush can clean away the stress of pollution to keep skin looking younger and is directed to the product’s benefits. In addition, the ad’s tagline, ‘Gentle on Skin’ along with the image of how the model demonstrates the brush on the orchid petal is clear because viewing from a comparison angle, the flower petal is like our skin, and the cleansing brush did not cause any damage to the flower
As for the visual part, the first page of the ad shows half of a model’s naked face using the cleansing brush on her skin along with the headline ‘Effective on pollution’ beside it. The image is attractive because it demonstrates the model using the brush with cleanser to bring out the message. In the second page, the image shows a hand using the cleansing brush on the orchid which relays the product’s strength: the softness of the brush. We have chosen this ad because it is exaggerating. As we know, the flower’s petal is fragile and can easily break. However, Clinique uses the cleansing brush on it, telling us that the brush is so soft that it can even be used on flowers.
2. Target Market
In our opinion, Clinique’s sonic system purifying cleansing brush is targeted on active working females aged between 25 to 40 years old. This is because at this age, women will constantly think of ways to make their skin look younger and stay forever 21. We also concluded that Clinique targets females of the upper middle class to upper class social class. This is because their products each cost RM 100 and above.
3. Recommendations for Improvements
Based on the images and texts on the ad, we think Clinique has a well-established marketplace which is why they did not advertise much information in their ads. However, for this particular ad, we feel that they should add more information to explain the brush’s features. This is because if we were working women with tight schedules, we would want to know everything regarding the brush without having to do additional research. For example, Clinique can add a rotating brush or perhaps the thickness of the brush to portray the headline ‘Effective on pollution’. This further explains how the brush can clean away the stress of pollution. Besides, Clinique can also make this a pop-up ad with a sample brush which allows the readers to feel how soft the brush really is.
Elianto Lip Color
1. Describe the meaning of the message of the selected advertisements & how is the message being communicated First impression This advertisement is published in CLEO magazine. It shows the various color range for their lipstick product. It sends a simple and clear message, one which the three of us understand right away after looking at the ad. Elianto is introducing their new lipstick colors and they have 5 new colors for this product. The image used in the ad is very attractive as they are using a pretty, young, fresh looking blonde who’s wearing one of the new lipstick color (which is very bright). So, the model has supported the product brand headline, which is “Be Bold”. This ad has a good flow of information and image placement. Besides that, it includes a sub headline, which is very useful to enhance the advertisement’s message. The sub headline used is short, understandable and it directly explains the product’s benefit. The copy of this advertisement uses more illustrations instead of texts because it is introducing its product. So, there’s not much text shown in the ad as this is product ad, not a services ad or educational ad. The headline ‘Be Bold’ is written with a bigger font size and it is placed on top of the model’s head, which attracts the reader to read the headline, then continue to look at the picture and the product features or benefit. Besides that, the product information which states “kiss proof and long lasting” directly explains the product’s benefits. |
The image used for this advert is attractive: a young blonde female holding a strawberry at her upper lip. It is trying to portray the sub headline, ‘kiss proof for real’, where even after one has eaten the strawberry, the lipstick won’t fade. Moreover, the images of five lipsticks colors on the model’s lips make the viewers know the effect of their lips after applying the new lipstick. Besides that, this advert uses a demonstration angle to advertise the new lip gloss colors.
2. Target Market
In our opinion, this ad is targeting young females of ages 15 to 25 years old, as they prefer to wear bright colors on their lips. Usually, their life cycle stage will be in the bachelor stage and newly married couples with no or less than three children at home. Besides that, for the psychographic segmentation, their social class is the supervisory, clerical, junior administrative or young professionals (upper-lower class to lower middle class). For this audiences, their lifestyle is the explorer, young energetic, the new frontiers, females with confidence, indulgence and females who need the instant effect - the first to try new brands (Younger students, clerical or sales type occupation)
3. Recommendations for Improvements
This advertisement is complete with information and includes informative visualization, understandable texts and good choice of colors. So, we think that there is no recommendation for improvement needed. This advertisement should maintain its quality.
2. Target Market
In our opinion, this ad is targeting young females of ages 15 to 25 years old, as they prefer to wear bright colors on their lips. Usually, their life cycle stage will be in the bachelor stage and newly married couples with no or less than three children at home. Besides that, for the psychographic segmentation, their social class is the supervisory, clerical, junior administrative or young professionals (upper-lower class to lower middle class). For this audiences, their lifestyle is the explorer, young energetic, the new frontiers, females with confidence, indulgence and females who need the instant effect - the first to try new brands (Younger students, clerical or sales type occupation)
3. Recommendations for Improvements
This advertisement is complete with information and includes informative visualization, understandable texts and good choice of colors. So, we think that there is no recommendation for improvement needed. This advertisement should maintain its quality.
Moist Diane
1. Describe the meaning of the message of the selected advertisements & how is the message being communicated First impression This advertisement is published in Female magazine. We feel that the ad is messy, confusing and crowded with texts and images. It is hard to find a focus point in this ad because there are too many bolded and highlighted texts. It took us some time to figure out the ad’s message. We think that Moist Diane is trying to establish their marketplace because they advertise as much information and products in one advertisement. Brands that have a well-established marketplace such as Dove or Pantene will advertise their products in a simple manner with little known facts. This is because people are familiar with their products and benefits. Moist Diane uses a green background for the text which is easy for the eyes but they mix it with a gold background for the images which makes a very big contrast. The headline, ‘The next generation deep repair oil shampoo’ is very confusing. When we see the words ‘next generation’, we wonder if Moist Diane meant us as the next generation or the shampoo’s second generation. The tagline, ‘Deep cleanse, deep penetration and deep moisturisation’ is directed to the product’s three features. There are images of the ingredients used in the products to allow clearing understanding about the products. For the visual part, it’s a rather normal hair product advertisement where the models flaunt their shiny hair. In our opinion, the image used by Moist Diane does not relate to their headline. The headline stresses on oil cleansing but the picture on the ad explains more on one of the product’s categories: ‘Moist and Shine’. The advertisement features two Asian models. We feel that it is because the products are originated and imported from Japan. The ad is divided into half page images and half page texts. |
2. Target Market
We feel Moist Diane targets females of ages 14 to 25 years old. This is because when teenagers age, they will have a tendency to choose more well-known brands. The ad also contains young and energetic values due to the sharp colors used. Moist Diane targets the upper lower class to lower middle class too. Their target market is mostly the Chinese because the product’s country of origin and Asian models are displayed on the ad.
3. Recommendation for Improvements
There are many improvements needed to be done to Moist Diane’s advertisement. First of all, the advertiser should only focus on one type of shampoo. If they want to establish a marketplace, they should first make one product type well known. With little to no brand awareness, they can actually get a local celebrity to endorse the product to increase brand awareness and credibility. In addition, they should really cut down on text and have one catchy headline. Do not bold or highlight too many texts as it will only confuse the readers. Other than that, they could also adopt a comparison angle to advertise the new products. For example, they could show the models with frizzy hair before using the shampoo and then with shiny hair after using it. It can grab the attention of readers rather than just one normal picture of models with shiny hair.
We feel Moist Diane targets females of ages 14 to 25 years old. This is because when teenagers age, they will have a tendency to choose more well-known brands. The ad also contains young and energetic values due to the sharp colors used. Moist Diane targets the upper lower class to lower middle class too. Their target market is mostly the Chinese because the product’s country of origin and Asian models are displayed on the ad.
3. Recommendation for Improvements
There are many improvements needed to be done to Moist Diane’s advertisement. First of all, the advertiser should only focus on one type of shampoo. If they want to establish a marketplace, they should first make one product type well known. With little to no brand awareness, they can actually get a local celebrity to endorse the product to increase brand awareness and credibility. In addition, they should really cut down on text and have one catchy headline. Do not bold or highlight too many texts as it will only confuse the readers. Other than that, they could also adopt a comparison angle to advertise the new products. For example, they could show the models with frizzy hair before using the shampoo and then with shiny hair after using it. It can grab the attention of readers rather than just one normal picture of models with shiny hair.
Enchanteur 1. Describe the meaning of the message of the selected advertisements & how is the message being communicated First impression The Enchanteur advertisement is a horizontal one. One might find it troublesome to flip the magazine in order to read it. They might even skip reading it. It is also a budget advertisement where the advertiser advertises three products at once. There is no focus point as three products are promoted at once. The three are also the same size and placed in the same line. The background is Paris themed which implies that the fragrances are French inspired. The ad is mostly targeted at visualisers. Not much information about the product was shown. |
Enchanteur's advertisement does not follow the 'Z' factor. The headline, ‘The secret to romantic moments’ does not grab our attention because the text's font is too normal. The texts 'French Inspired Fragrance' and 'Unfold your Natural Magic' are way too small for readers to notice and the phrase 'French inspired' confused us because we did not know if the products saying the French language inspired them, or the country inspired them. It sounds so wrong.
The background image is split into three parts: The Paris Eiffel Tower, pink roses on pillar and black lace with diamonds. The advertiser tried to explain the three products' category with one background picture. There are three products' images on the ad: first love, true love and forever love which represents the descriptions of the products. The images does not grab our attention because the arrangement is too flat. All the products are arranged in one line, the ad looks like a three page ad because each section of the background picture describe each products which makes no link there. The text ‘French inspired fragrance’ and background picture did not relate much with the products too.
2. Target Market
The product caters to females that aged between 15 to 20 years old who have a lower lower class to upper lower class as the product is cheap. We think that Enchanteur fragrances target people of Malay and Indian races.
3. Recommendation for Improvements
The advertisement should be made vertically so the readers would not have the chance to skip it. Enchanteur should also focus on one main product rather than putting three at once. The background picture is not attractive. It is preferable to use one background picture instead of a picture with three combined elements to enhance relativity. Besides that, the phrase "French inspired” must be explained in a slightly more detailed manner. People will wonder whether if it's the French language that inspired them, French ingredients or the country itself. Enchanteur should also add an image that can enhance or strengthen their headline. Using an actor an actress to portray the line “The secret to romantic moments” could play an added effect and impact to the advertisement too. In addition, they can also have local celebrities to endorse in their products to enhance the products' likability as well as have a pop up sample for readers to smell the fragrance.
The background image is split into three parts: The Paris Eiffel Tower, pink roses on pillar and black lace with diamonds. The advertiser tried to explain the three products' category with one background picture. There are three products' images on the ad: first love, true love and forever love which represents the descriptions of the products. The images does not grab our attention because the arrangement is too flat. All the products are arranged in one line, the ad looks like a three page ad because each section of the background picture describe each products which makes no link there. The text ‘French inspired fragrance’ and background picture did not relate much with the products too.
2. Target Market
The product caters to females that aged between 15 to 20 years old who have a lower lower class to upper lower class as the product is cheap. We think that Enchanteur fragrances target people of Malay and Indian races.
3. Recommendation for Improvements
The advertisement should be made vertically so the readers would not have the chance to skip it. Enchanteur should also focus on one main product rather than putting three at once. The background picture is not attractive. It is preferable to use one background picture instead of a picture with three combined elements to enhance relativity. Besides that, the phrase "French inspired” must be explained in a slightly more detailed manner. People will wonder whether if it's the French language that inspired them, French ingredients or the country itself. Enchanteur should also add an image that can enhance or strengthen their headline. Using an actor an actress to portray the line “The secret to romantic moments” could play an added effect and impact to the advertisement too. In addition, they can also have local celebrities to endorse in their products to enhance the products' likability as well as have a pop up sample for readers to smell the fragrance.