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Advertisement Analysis - Dior Addict Lipstick

Essay by   •  August 3, 2011  •  Case Study  •  3,278 Words (14 Pages)  •  2,119 Views

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ADVERTISEMENT ANALYSIS

Women use make-up all of the time, they use it to look good and to lookprofessional which gives them more confidence. Lipstick is one of the most used products of a woman. As said in a research, 81% of women in the US use lipstick in a daily basis. Nowadays, there is a large competition in the market of makeup and lipsticks.Dior Addict lipstick is targeted to women between 18-30 years old who follows fashion movements like women in business settings and aspiring models. Basically, Dior Addict lipstick is targeted to them because women at their age want to have their own style, their own identity and their own statement.

A lot of brands implement different messages and benefits about their products through their print ads. The print ad of Dior Addict Lipstick carries out a message of confidence, poise and distinctiveness to the users of the lipstick. As said in its tag line, "be iconic!" This implements uniqueness to whoever will use the lipstick. Dior Addict lipstick's concept is all about being iconic, meaning to represent oneself in a unique manner that will give a high impact to others. This message was executed in the print advertisement of Dior lipstick using a classical style of art which depicts the lipstick's concept using one message, one image and one style. Dior Addict Lipstick is a simple lipstick that is easy to use and gives a high fashion look to women, using classical style of advertisement is really complimentary to these features and nature of the lipstick. The advertisement of Dior addict lipstick is easy to understand but at the same time it is highly motivating and persuading.

The concept of the print advertisement of Dior addict lipstick is consistent with the brand name because the brand Dior is about being high fashioned and classy while the Dior addict lipstick gives a high fashion look to women.

Endorsement advertising execution style was used in the advertisement promotional mix element. The print advertisement itself looked high fashion for they used Kate Moss who is known for being a high fashion model. She's the muse of Dior addict lipstick because she is the source of inspiration for the brand and because of her rock-chic elegance and the modernity of her look. And also, she is befitting to the brand of Dior.

The text of the advertisement is "Dior Addict Lipstick" and "be iconic". The Word Addict is used to illustrate the dependence to a drug, the image or pleasure, attractive and original. The text of the Advertisement concentrated to the target market because the phrase "be iconic" is a direct message to the target market. It is also used to motivate and to persuade the target market to buy the lipstick for the ad depicts that if a person buys the lipstick then she can be iconic and be high-fashion as what the ad is illustrating.

The photography symbolizes the model as an enthusiast or addict to the lipstick. The model shows the addicting sensation of the lipstick towars her and making her look like she desire for more. Thus making a statement and making her high fashioned.

Looking at the facial expression of the model, Kate Moss, we can see the relation of it to the product name, Dior Addict. The facial expression of the model implements desire for the product and pleasure of using the product. It encourages viewers of the product to be drawn into it and be motivated to buy it. It convinces consumers to be mesmerized by the look of the product and the benefits it gives them.

Focusing on the makeup of their muse Kate Moss, we sense a message of strength and power with the use of the lipstick. Along with this is mysteriousness. This implies strength and standing out when using the lipstick. People are attracted to people who look good. So when using the lipstick, executing a mysterious, powerful look which is iconic, people will give you the impression that you belong to a certain social class or status.

Considering the price, one of the basis of it through the print ad itself would be the brand and the personality linked to it. The price would basically be for middle class to first class people.

MESSAGE OF THE PRINT ADVERTISEMENT

The advertisement is straight to the point. It conveys one message which is strong and contagious. The tag line "be iconic" executes uniqueness and symbolism to the users of the lipstick. It is evident that given the brand of the lipstick printed in large fonts, they want to convey a message to the consumers that the lipstick is only from Dior, linking a sense of originality and uniqueness to the product. Putting together the two texts in the print advertisements we express a new message; to be distinctive and desire to be distinctive. You desire for more of the product, and you just have to admit it. The love or the desire to own and use the product is clearly projected in the advertisement. How the model holds the lipstick gives a sense of connection between the user of the lipstick and the lipstick itself. Dior advertisements have always linked a sense of possessiveness to the product, motivating the viewers of the advertisements to want to own the product as well.

ADVERTISING LIFE CYCLE-STAGE

Dior Addict Lipstick is in the Growth stage where sales are high and many competitors present inthe market and therefore need aggressive advertising for the brand. The objectives of advertisements in the growth stage are to inform, to convince, to persuade and to brand. All of these objectives are presumably met in the Print Advertisement of Dior Addict Lipstick. The Print advertisement branded or identified the lipstick as High Fashion because of the word Dior on it, It automatically made the Ad high fashion. Also, a high fashion model is the endorser, Kate Moss. The Advertisement was not that informative because it only has a few words on it but the photography and the text makes it very persuasive and convincing to the target market because the advertisement conforms with the product's main concept which are originality, attractiveness and having a unique identity.

With Dior Addict Lipstick at the Growth

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