Advertising

Topic: The advertising of beauty products

Questions

  1. What techniques do advertisers use to persuade people to buy their products?
  2. Which techniques are most effective?
  3. How do the techniques link to visual elements to appeal to a particular target audience?

Estéé Lauder Hydrationist moisturiser (Mindfood March 2010 pp1-2)

Technique / Example / Effect
Neologism / Hydrationist / Adds to the idea that the product is very new-so new it has a new name
Declarative Sentences / Moisture is one of skin’s key defences
..skin’s moisture barrier is strengthened / Makes a statement that makes it sound as though it is a fact. Adds to credibility
Direct address / Your skin
You’ll see / The reader feels as if the ad is directed at them. Makes them more likely to buy it
Comparatives / Younger healthier / Plays on women’s propensity to compare themselves with others
Positive adjectives / Dramatic exclusive / Adds to the positive image of the product
Statistics / 100% 50% / Adds credibility
Strong verbs / Strengthened experienced proved
rush / Implies speed of effect
Imperative / Feel the instant / Tells the reader to do something so they are likely to do it
Repeated structure / Rush of moisture/look of aging / Opposites – one cancels out the other. Links them by repeating the structure

Lancome Génifique Moisturiser (Mindfood March 2010 p3)

Technique / Example / Effect
Declarative Sentences
Imperatives / Reactivate, discover / Tells the reader to do something so they are likely to do it
Similes / As if infused with life
As if lit from within / Allows the reader to make a comparison which is positive
Positive adjectives / Cushiony velvety vibrant radiant visibly youthful / Makes the product very desirable
Minor sentences / Spectacular results / Stands out and has impact because it’s short.
Graphs / To add credibility
Linked words / Discover/invents / Implies newness and gives credibility
Direct appeal / Your / The reader feels as if the ad is directed at them. Makes them more likely to buy it
Adverbs / Astonishingly breathtakingly, dramatically / Adds to the verbs-all very positive and add to the seemingly impossible effects of the product

L’Oréal Revitalift Cream (Mindfood March 2010 pp11)

Technique / Example / Effect
Statistics / 87% less, 96% more / Adds credibility
Declarative sentences / Elastin is…
Skin is…
Revitalift is…
Adjectives / Sensitive, young, new, gentle / Adds to the positive image of the product
Celebrity endorsement / “My wrinkles…” Andie McDowell / If a celbrity uses it, it must be good. Adds credibility. Plays on snob appeal “I use the same as …”
Slogan / Because you’re worth it” / Easy to remember
Direst appeal

Clinique Clarifying Lotion (Women’s Health Feb 2010 p7)

Technique / Example / Effect
Comparatives / Younger, longer, smoother, livelier, better, smaller, clearer / Plays on women’s propensity to compare themselves with others
Imperatives / Refine, soften / Tells the reader to do something so they are likely to do it
Declaratives / It’s unique… / Makes a statement that makes it sound as though it is a fact. Adds to credibility
Question / Result?
Active verbs / Whisks, block, clog,
Adjectives
Linked words / Whisk/sweep,
Just, only, unique, all, / Easy elimination
Nothing else is like it
Direct address / you
Incomplete sentences / And it’s priced…
Daily and over…

Sukin Natural Skincare (Women’s Health Feb 2010 p87)

Technique / Example / Effect
Adjectives / Active, essential, natural, affordable / Adds to the positive image of the product
Listing / Do not contain sodium lauryl sulphate, sodium laureth…. / Gives the impression that some creams contain huge amounts of chemicals
Superlatives / highest / Makes you think nothing is better
Slogan / Skincare that doesn’t cost the earth / Easy to remember
Positive nouns / Vitality, radiance / Adds to the positive image of the product

Bobbi Brown Mascara (Mindfood Jan/Feb 2010 p11)

Technique / Example / Effect
Imperatives / Make / Tells the reader to do something so they are likely to do it
Gp of three minor sentences / Unbelievable volume. Endless build. Exceptional separation / Each adds to the positive image of the product
Positive adjectives / Unbelievable, endless, exceptional, unique / Adds to the positive image of the product
Linked words / Bold statement/Introducing/party

Regenerist Cream (Mindfood Jan/Feb 2010 p17)

Technique / Example / Effect
Pun / Whipped (cream/defeated) / Clever
Links cream and quality
Imperative / Save / Tells the reader to do something so they are likely to do it
Direct address / your
Comparative / More hydrated
longer / Plays on women’s propensity to compare themselves with others
Slogan / Love the skin you’re in / Easy to remember
Direct address

Decléor Hydra-Floral (Mindfood March 2010 p89)

Technique / Example / Effect
Inclusive pronouns / our / Includes reader
Repetition / damage
Negative connotations / Onslaught, ravages, pollution, dehydration / Makes the product seem indispensable
alliteration / Protection from pollution
Supple, soft / Makes the words more memorable, links them in meaning because they are linked in sound
Adjectives / Immediate, continuous, maximum, natural, soothing, healthy / Adds to the positive image of the product
Imperatives / Enjoy / Tells the reader to do something so they are likely to do it

Joyce Blok (Mindfood March 2010 p97)

Technique / Example / Effect
Alliteration / Refresh, restore and rejuvenate
Specific skin concerns
Sensitive skin / Memorable
Links words in meaning because they are linked in sound
Imperative / Love your skin again
Refresh, restore and rejuvenate / Tells the reader to do something so they are likely to do it
Group of three / Safe, painless and convenient
Listing / Vitamins, minerals, and antioxidants
Uneven skin tome, acne, sun damage, dehydration and fine lines
Adjectives / Gentle, sensitive, specific, safe, painless, convenient, / Adds to the positive image of the product
Repetition / gentle
Declarative sentences / “instantly brightens” / Makes a statement that makes it sound as though it is a fact. Adds to credibility

Priori products (Mindfood 2010 p91)

Technique / Example / Effect
Unsubstantiated claim / Voted by leading authorities
We’ll guarantee you’ll look.. / Adds to credibility for gullible people
Comparatives / Younger healthier / Plays on women’s propensity to compare themselves with others
Inclusive pronouns / We’ll / Makes readers feel included
Adjectives / Anti-aging, natural, potent, skin-saving, proven, noticeable, powerful, green / Adds to the positive image of the product
Imperative / Give your skin the PRIORI glow.. / Tells the reader to do something so they are likely to do it
Group of three / Cleanse, tighten and minimise
Hydrationist / Lancome / L’Oreal / Clinique / Sukin / Bobbi Brown / Regenerist / Decléor / Joyce Blok / Priori
Positive Adjectives / X / X / X / X / X / X / X / X
Negative adjectives
Statistics/Graphs / X / X / X
Imperatives / X / X / X / X / X / X / X / X
Listing / X / X
Declarative sentences / X / X / X / X / X
Slogan / X / X / X
Inclusive pronouns / X / X
Strong verbs / X
Comparatives / X / X / X / X
Questions / X
Direct address / X / X / X / X
Celebrity endorsement / X
Superlatives / X
Neologism / X
Repeated structure / X
Simile / X
Adverbs / X
Linked words / X / X / X
Minor sentences / X / X
Strong verbs / X
Incomplete sentences / X
Positive nouns / X
Group of three / X / X / X
Pun / X
Repetition / X / X
Negative connotations / X
Alliteration / X / X
Unsubstantiated claim / X

Research Log

Date
17.03.2010 / Decided on topic and collected advertisements
Annotated ads and wrote up findings
18.03.2010 / Filled out table on frequency of techniques
22.03.2010 / Wrote intro to report
23.03 2010 / Started answering first question in report
30 .03.2010 / Completed

Research Report: The Language of Beauty Product Advertising

I chose to investigate the language of beauty product advertising because I was interested to see how advertisers use language to persuade people, mainly women, to purchase products which, as far as I know, do not work. I was keen to see whether different advertisers use the same techniques, which were the most effective and how these techniques promoted an image of the product.

What persuasive language techniques do advertisers of beauty products use and which are most effective?

Imperatives

Imperatives were the most common technique used across all the ads I analysed. Most of the commands were related to the characteristics of the product being advertised-Feel (Hydrationist), Refine, soften (Clinique) Refresh, restore rejuvenate (Blok). These imperatives create a rapport with the reader and by telling them to do something, they are more likely to do it. People like being told what to do and advertisers use this to their advantage. They add a feeling of urgency to the ad and they speak directly to the reader. They are very effective for this reason.

Positive adjectives

All the ads I studied used positive adjectives. They contributed to giving a positive image of the product and would encourage the consumer to purchase the product. Hydrationist used dramatic and exclusive, Genifique used cushiony, velvety, vibrant, radiant, youthful while LÓreal used sensitive, young new, gentle. The choice of adjectives showed what image of the product the advertiser wanted to portray. LÓreal wanted to emphasise the gentle qualities of their product while Hydrationist emphasised the more vivid and exciting characteristics. The Bobbi Brown mascara ad used adjectives like unbelievable, endless, exceptional and unique to emphasise that this product is unlike any other. The Joyce Blok ad wanted to emphasise the safety of their product, so they used words like gentle, sensitive, safe, painless. The positive adjectives were very persuasive in several ways. Firstly, they give information about the effects of the product. If a product was described as ‘natural’ or suiting ‘sensitive skin’ it appealed to people who were keen not to use very chemical and possibly toxic products. If a product was described as giving ‘youthful’ effects, it appealed to people who were worried about aging skin. Who wouldn’t want skin that is vibrant, radiant and velvety? All of these adjectives promote effects which are attractive to the reader.

The use of positive adjectives is very persuasive because they either give information or they give a positive image for the product.

Declarative Sentences

Declarative sentences were a very common feature of the advertising of beauty products. They state something as though it is a fact and this is a very persuasive technique. People are likely to believe something which sounds as though there is no question about its validity. For example “Moisture is one of skin’s key defences”(Hydrationist) and “It’s unique” (Clinique) or “No one measured up to Olay Regenerist…” These statements leave no room to disagree so make the product seem well supported by ‘facts’. Declarative sentences add a convincing quality to the advertisement and are persuasive because they sound like facts.

Comparatives

The use of comparatives was widespread probably because people, notably women, often compare their skin or appearance with others. The use of a comparative implies a comparison with someone else and as beauty products are meant to make people look better they tend to encourage this. Hydrationist uses younger, healthier, Clinique uses younger, longer, smoother, livelier, better, smaller, clearer. Priori uses younger, healthier. It is significant that all three products use youngeras this is a key feature that beauty products are trying to achieve. The use of comparatives encourages comparison and is very effective for this reason. People would always choose the ‘better’ of the options and this, of course, can be achieved by buying the product being advertised.

  1. How do the techniques link to visual elements to appeal to a particular target audience?

All advertisers have a target audience in mind when they advertise a product. They choose language techniques to match their audience. The Priori ad is targeting people who are looking for natural products. The visual image is of product packaging which is lying on leaves and moss. The predominant colour is green which emphasises the ‘greenness’ of the products. This is also emphasised by the use of words like natural, anti-oxidants, green tea, healthier. The headline ‘Natural wonder’ also reinforces the natural quality of this product. The Sukin ad also has a green image as well as stressing the economy of the product. It uses words like botanicals, vegan, and natural as well as affordable. The main colour is green also with pictures of plants. This ad also has a list of the chemicals that it doesn’t contain. This lets consumers know that most cosmetic creams do contain these toxic sounding chemicals. The Regenerist ad has a predominant colour of red with the jar of cream in the middle and glowing white from the bottom. It looks like a trophy and this is referred to in the ad when it says that this cream beat others in a survey even though it was much cheaper. This ad is targeting those who want the best effects with the least amount of money spent. The overall effect of the results of the survey added to the image of the glowing centre stage product target. Decleor and Hydrationist used pale flowers and drops of moisture in their ads and the Clinique ad used just drops of water. All these ads what to emphasise the moisturising qualities of their products and so the water droplets are supported by words like moisture, moisture boost, moisture barrier, sustainable moisture complex, and hydration. The target audience is those who feel that their skin lacks moisture. The use of flowers makes the product seen natural. The Decleor ad is all natural but the Hydrationist isn’t. yet, they both use the same graphic. It was significant that some ads had a link between the graphic and the text while others didn’t. This suggests that some people are swayed more by the picture than the text.

Conclusion

I found many language techniques which advertisements use to promote beauty products. The most common were positive adjectives, imperatives, declarative sentences and comparatives. The language techniques were used effectively when combined with the visual images to target particular audiences. This is a very competitive area and appeals to people’s desire to look better, to save money or to be natural were common.