Is that real fruit or is that the lip
balm? This eos lip balm has been popular for perhaps the last year or so. What
average teenage girl has not heard of this so – called ‘heavenly’ product? It
has been said to moisturize and smooth.
In this advertisement, what attracted
first me was their use of bright, fresh colors. Its raspberry pop of red really
drew my attention. Adding on to it, in the background, there are actually real
fruit. Blurred out in the far back, there are glasses of what look like red,
ripe, juicy strawberries. Yum … (If you’ve haven’t already noticed, I consider
food to be my soul mate) Not to mention the blueberries and pomegranate seeds
to add to the contrast of colors. By looking at this background theme, it gives
the consumer a feeling of freshness and brightness.
It is the need to escape that attracts
us to this lip balm. Those advertisers have placed the individual lip balms in
a blender and caused us to believe that when you use this product, it will
almost be like drinking a fresh smoothie itself. Now doesn’t that sound nice?
Another thing, it states that it is
“packed with shea butter and jojoba oil”. Umm, translation please? Does anyone
know how to decipher that? What does it mean when beauty products lists it
contains shea butter and aloe vera and all these other extracts that I’m not
sure of? If it’s listed there, it means it’s good right? Are you sure? This is
a method of vagueness that marketers use to grab our attention. Whenever we see
these items listed on beauty products, it’s an immediate upgrade.
“The lip balm that makes you smile.”
Once again, it’s weasel words that are tricky. It implies that when you use
this product, you will smile. I don’t know about you, but when I put lip balm
or chap-stick on my lips, I don’t smile. Hmm … I wonder if that is going to
change if I purchase this product.
I totally agree with you about the use of weasel words and magic ingredients. However, I think the product itself also advertises a need for affiliation. Like you said, many, if not all, teenage girls have either heard of, owned, or seen EOS lip balm. Therefore, it creates an association in your head of EOS with the majority, which most people want to be a part of.
ReplyDeleteI love EOS!!!! You've probably seen me use it before! haha. But yeah, I agree with you about the color scheme. The colors definitely give the ad a positive feeling. I also noticed that the font size is big when it says, "The lip balm that makes you smile." then it gets small when it talks about the details of it. In the picture they have all the "EOS" logos on the lip balm facing you, which helps advertise their product even more.
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