Communication Study Part 1 - Advertising Comparison
Communication Study Part 1 - Advertising Comparison
Both Estēe Lauder and Dermalogica as well as other beauty companies claim to prevent signs of ageing to produce excessive amounts of money every year. As ageing is an inevitable process for everyone, there is a huge market to sell these sorts of products. The beauty industry is so successful as it sells on emotion. Men and women with low self esteem constantly seek out various products in order to gain self confidence and feel accepted in society. Skin care ointments are commonly aimed at middle aged women who are desperately trying to escape the unavoidability of ageing. The advertisement for these ointments are always cleverly placed so that the aimed audience can discover and purchase them.
The two advertisements that I have selected are both from the September 2013 edition of Instyle magazine. The Australian fashion magazine's demographic consists of working middle aged women between the ages of twenty and forty. All the products advertised in the magazine are high end, top of the range and straight off the cat walk. They are too expensive for young teen age girls and too avant-garde for older women. This demographic is perfect for the advertisement of skin ointments claiming to prevent ageing.
The two pieces of advertisement are selling the same type of product, yet the advertisement itself is completely different. One page is selling skin a ointment for Estēe Lauder and the other for Dermalogica. The Dermalogica ointments advertising is very plain and simple with hardly any colour, this is done on purpose. Majority of the page is plain white which represents how pure and essential the product is, it is also the colour of the product. Accompanying the text on top of the pure white background the product itself is also clearly shown, it is the only image on the entire page. The bottle is cleverly replacing the 'I' (making it easily relatable; 'i' as in 'i' really need this product) in the word 'THIS'
Both Estēe Lauder and Dermalogica as well as other beauty companies claim to prevent signs of ageing to produce excessive amounts of money every year. As ageing is an inevitable process for everyone, there is a huge market to sell these sorts of products. The beauty industry is so successful as it sells on emotion. Men and women with low self esteem constantly seek out various products in order to gain self confidence and feel accepted in society. Skin care ointments are commonly aimed at middle aged women who are desperately trying to escape the unavoidability of ageing. The advertisement for these ointments are always cleverly placed so that the aimed audience can discover and purchase them.
The two advertisements that I have selected are both from the September 2013 edition of Instyle magazine. The Australian fashion magazine's demographic consists of working middle aged women between the ages of twenty and forty. All the products advertised in the magazine are high end, top of the range and straight off the cat walk. They are too expensive for young teen age girls and too avant-garde for older women. This demographic is perfect for the advertisement of skin ointments claiming to prevent ageing.
The two pieces of advertisement are selling the same type of product, yet the advertisement itself is completely different. One page is selling skin a ointment for Estēe Lauder and the other for Dermalogica. The Dermalogica ointments advertising is very plain and simple with hardly any colour, this is done on purpose. Majority of the page is plain white which represents how pure and essential the product is, it is also the colour of the product. Accompanying the text on top of the pure white background the product itself is also clearly shown, it is the only image on the entire page. The bottle is cleverly replacing the 'I' (making it easily relatable; 'i' as in 'i' really need this product) in the word 'THIS'