Advertising is a key part of the sales process Essay Example

tailor their message to target different economic groups, emphasizing good value for money or special offers. This is especially true for beauty products advertising. In this study, four ads for beauty products are analyzed. The first one promotes Max Factor's Lipfinity, a lip-gloss.

The advertisement employs various effective tactics. The primary focus is on appealing to a wealthier clientele. Max Factor is a high-end makeup brand, prompting the advertisers to target those with greater financial means. Central to the advert are three women, one of whom is enjoying a glass of sparkling white wine while another has a delicate serving of caviar and smoked salmon. These refined foods and drinks are associated with sophistication and exclusivity, reinforcing the message that this product is for those who are willing to indulge in the finer things in life.

The advertiser's intention is for the viewer to associate the lip-gloss with refinement and exclusivity, while also demonstrating that it remains intact while eating and drinking. The advert features two additional pictures at the bottom, one of which displays lips with partly erased lipstick labeled "Other Lipsticks," and another of untouched lips labeled "Lipfinity." These images function to persuade the viewer that this product surpasses competitors. Notably, at the advert's top stands a bold white message.

Max Factor's Lipfinity is described as having long-lasting and beautiful results, with positive connotations used to associate these qualities both with the product and its users.

The layout of the first advertisement is effective as it features three main pictures and a central message which are larger than the remaining details, making them more noticeable and attention-grabbing. A small quote from a make-up artist is

included, as they are knowledgeable in this field and their endorsement of the product gives greater credibility to the advertisement. Conversely, the second advertisement is aimed at teenagers who are commonly affected by spots and may feel self-conscious about them. The promotion is for OXY shower wash, which is designed to prevent spots, and is specifically targeted towards this younger demographic.

The advertisement is utilizing a primary tactic of exploiting the anxieties and uncertainties of a specific demographic, in this instance, adolescents. The slogan "Don't ruin your chances" is highlighted in bold white lettering and emphasized by a white box. Additionally, the text contains the following statements: "By eliminating acne-causing bacteria, there is nothing to diminish your attractiveness. Now you have a genuine reason to burst into song in the shower." The primary idea conveyed is that having acne will ruin one's life and impede the ability to attract a partner (a crucial aspect for teenage girls!), but using OXY will not only eliminate the acne but also enhance one's life.

Displayed is a large image of a man holding the product, wearing glasses and touting a pocket microscope. The intention is to portray him as a scientist endorsing the product, subtly indicating its effectiveness. This technique serves as a viable alternative when scientific approval cannot be obtained for a product and direct quotes are unavailable.