All day, all the time, that is. Though this applies to both sexes alike, women usually formed the target segment of companies manufacturing cosmetic products. The probable logic is that the products that they…
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Even if that statement appears to be stretching things a bit too far, there would still be agreement that the first impressions, to a large extent, will be based on appearances.
Since we only can make a first impression once, cosmetics become indispensable with our lives and then how much advantage a company will be able take of this fact remains on the strategies it adopts in publicizing and marketing its products. The success of an advertisement, in turn, depends again on its ability to make a strong first impression on the customer – to produce a ‘wow’ effect – and obviously it only has one chance to do it. Advertising therefore is a high-stake game in which the success or failure of a commercial can be an issue of life and death for the product.
What is shown above is the advertisement of a perfume manufactured by DONNA KARAN NEW YORK or DKNY. What strikes the eye first is a woman – no, a young woman – no, a beautiful young woman, with an expression in her eyes, looking in your eyes (Faigley et al. 87). The message of the non-verbal expression is not very hard to come across, yet there is a caption that translates it for you into the verbal form – BE DELICIOUS. It may be noted that the location of the caption is neither at the bottom nor in a corner, but right in the center of the advertisement.
The significance of this setting is that the caption is as striking as the woman. It is one of the first things that catches the viewer’s eye. The image and the caption occupy the entire image so much so that everything else, including the background, becomes irrelevant. Grammatically, the message BE DELICIOUS is not a phrase or clause. It is a sentence – an imperative sentence, to be precise. Imperative sentences offer an advantage to advertisers because of their very nature. The subject of these sentences is not explicit, but quite clear and it is YOU.
The exhortation is YOU BE DELICIOUS and the temptation
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The most probable reason for this is that these products are more appealing to women, and they find their way into the household (Faigley and Selzer34). This gives the product a platform for an introduction to other members of the woman’s household. Cosmetics adverts appeal to the need for women to feel popular, have self-esteem, and be accepted into society.
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