Analysis of Estee Lauder

This ad for Estee Lauder’s Re-Nutriv Intensive Age-Renewal Crème was featured in Vogue magazine. The ad is two pages, one page of a well polished looking woman, and the next with the crème itself and a small passage. The target audience is most likely to be women over the age of 35 whose skin start to show signs of aging. This ad falls into the category of a promise ad and also a comparative ad. The slogan for this product is probably the bold words written above, “SuperCrème. Super Potent.” The language used is formal. As mentioned, this ad can be considered to be a promise ad. For example, the passage states, “Now, dramatically reduce the look of lines and wrinkles. Reveal firmer, smoother, radiant looking skin.” The product is promising exactly what it claims to do, reduce the look of lines and wrinkles. By using the words “look” and “looking”, its being evasive; improving only the appearance of lines and wrinkles and not actually reducing them. It is comparative because it starts off with “New,” bold and underlined to emphasize and most times, the word “new” is associated to anything being better and fresher than its older state, more refined. Also says “Far more than a moisturizer…” in other words, it’s better than a typical moisturizer, and then continues with scientific claims “…it combines proven repair serum benefits, RVF-10 cell boosting technology and advanced hydration into a single skin-renewing breakthrough.” At the very end, Estee Lauder claims to have “25 Patents Worldwide*” with fine print underneath “Patents and patents pending”, so they basically they have less than 25 patents. The ad features a very polished, beautiful slim woman. She looks to be in her late 30s to early 40s. The shot of the model takes up the whole page, a head to mid-thigh shot. Her hair is casually pulled back. The makeup is kept very simple and natural looking with smooth skin looking “youthful yet mature”. She is dressed in a black turtleneck sweater and white high