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Easy, Breezy, Beautiful

In: Other Topics

Submitted By mcneillc14
Words 1309
Pages 6
Courtney McNeill
Lisa Proctor
English 1100
March 27, 2015
Easy, Breezy, Beautiful, Covergirl
The February 2015 issue of Us Weekly magazine features a Covergirl advertisement with the actress Sofia Vergara. The target audience of the Us Weekly Magazine is persons falling in the age category of 18-49. In the Covergirl advertisement, Sofia has a very illuminating smile, flashing her perfectly straight teeth and her complimenting magenta lipstick. Her hazel brown eyes are seductively gazing towards the camera. Her long, vivacious eyelashes allow her eyes to pop and shine dramatically. Her honey blonde hair lies loose and curled around her flawless face. A silky magenta cloth is draped behind and around her, emphasizing her alluring eyes and inviting smile. Her hand is strategically placed upon her shoulder revealing her black bra strap. The word “Covergirl” is written at the top of the ad across the actress’s forehead in all capital letters and white font. Under the title is the famous Covergirl slogan, “easy, breezy, beautiful.” This text however, is fairly small and is all lowercase letters. Slightly below the slogan, is the actress’ name, Sofia Vergara written in capital letters, in a magenta pink color. There are several groups of text on this ad as well. The first piece of text provocatively sits upon the shoulder of actress. It is a bolded, in all capital text that reads “SMOOTH IS THE NEW SEXY”. Slightly under the listed text is a persuading line that says “New UltraSmooth foundation with Ola serum. This is also in white text in the same font. “Instantly smoothes away redness, blemishes and unevenness for flawless skin. Even up close” is written in the bottom right margin of the advertisement. In fine print it reads “Sofia is Sexy in Soft Honey.” This is also written in white. On the far right side of the ad is an image of the product. Covergirl uses several rhetorical strategies to engage the consumer with this advertisement, color, text effects and sex appeal.
Since the beginning colors have stirred our emotions. Color is powerful because it can change our mood – the mood of potential customers. Finding the right choice of colors is an art because everyone interprets colors differently. Through colors we can control reactions of an audience and provoke them to certain behaviors. (blurbgroup.com) The colors magenta and white are used heavily throughout the entire ad. A strong and inspiring color, magenta can appear outrageous and shocking on one hand or innovative and imaginative on the other. It is creativity inspired by beauty. (colormatters.com) This company used this color in their makeup advertisement to support their efforts in promoting their beautification product. The product itself comes in a magenta tube, with white writing, hence the massive use of these two colors in this advertisement. In contrast, the color white was used in this ad as well. White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. White means safety, purity, and cleanliness. The contrast in this ad promotes the thought that although this product is meant to make you feel sexy and beautiful, you can still remain innocent and pure at the same time. As opposed to black, white usually has a positive connotation. (colorwheelpro.com) Just as the color contrasts perfectly on the advertisement, the meanings do as well. The actress on the ad is very provocative, seductive and tempting, like the magenta, while the text is innocent and is just there to help describe the product and calm down the background. Very frequently, the color black appears in the one page ad, the black of Sofia Vergara’s bra strap, but it has a tremendous effect. The color black affects the mind and body by helping to create an inconspicuous feeling, boosting confidence in appearance (colormatters.com). The black color only appears on the bra strap of Sofia, which is not very noticeable. The one splash of black catches the consumer’s eye for a quick second but it is noticed, just what the company wanted to do.
A very popular type of font that countless companies use is called San Serif. This is a very clean cut, yet not too professional or formal font. This Covergirl ad uses this font in their description. It looks fun, and it is very visually appealing to young women. The mood and feelings most associated with sans serif typefaces are modern, friendly, direct, clean and minimal. The use of this font face in the advertisement allows the text to be readable, noticeable and informative while it still does not take away from the product bring advertised, and the advertisement itself.
The tone of the ad is sexy and exciting. The words try to get you ramped up about a makeup for ultra-smooth skin. Using words such as smooth, sexy, and flawless were really carefully utilized to set the tone. Not only was the word choice able to set the tone, but the very strategic placing of the groups of text added to this technique as well. The words aren’t all placed in the same areas, but are sporadically placed to draw attention to the attention seeking places of the ad. The words are convincing the target audience that if they buy this product they will have smooth, sexy and flawless skin just as the advertisement states.
The brightest and most decisive part of the ad is the actress’ flawless skin. They chose a beautiful, high profile, celebrity actress with impeccable make-up to entice you to buy Covergirl’s newest foundation. Her full, sexy, flawless lips are what first grabs your attention when flipping through the magazine. You cannot help but stare at the bold, shiny, pink lips that match her background perfectly. The lips catch your attention but then refocuses your attention on what is actually being advertised, the foundation. The sultry look in her eyes and the way she is smiling suggests that she feels sexy wearing the foundation. The photo is positioned to the right of the page, with text to the left. The sex appeal in this advertisement if targeting both the male and female audience. The use of provocative body language convinces the target audience that if women use this product, they will miraculously appear to be as beautiful and sexy as the actress. Although this may not be completely true, women will still aim to achieve this look by buying the product. The beauty that many seek is unattainable due to the fact that it is a mere illusion. The portrayal of female beauty in advertising is completely misleading and unethical.
Covergirl is known for their bold advertising using beautiful women with flawless faces. Their full-page color ad in the Us Weekly magazine is no different. The use of color, text, and sex appeal are what make this another effective make-up ad. The creators of this advertisement were trying to convince readers that Covergirl foundation will give them the flawless skin they’ve always wanted.
Works Cited

Cousins, Carrie. "Design Shack - Web Design Gallery, Articles & Community." Design Gallery, Articles & Community. Compact Creative/ David Appleyard, 2006. Web. 25 Mar. 2015.
“Covergirl.” Advertisement. Us Weekly. February 2015: Print.
Kaminska, Paula. "The Impact of Color in Advertising, Marketing, and Design." www.blurbgroupcom. Philip Letts, Jan. 2007. Web. 24 Mar. 2015.
Morton, Jill. "Welcome to Color Matters." Color Matters Welcomes You to the World of Color: Symbolism, Design, Vision, Science, Marketing and More! J.L Morton, 24 Mar. 1995. Web. 27 Mar. 2015.
Prestipino, Peter. "The Meaning Behind Color." www.websitemagazine.com. David Ruiz, Apr. 2009. Web. 24 Mar. 2015.
Reichert, Tom, and Jacqueline Lambiase. Sex in Advertising: Perspectives on the Erotic Appeal. Mahwah, NJ: Lawrence Erlbaum Associates, 2003. Print.
Smith, Kate. "The Meaning of Magenta." Sensationalcolor.com. Kate Smith, 2005. Web. 24 Mar. 2015.

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