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Magic Youth Serum

In: Other Topics

Submitted By tipheny1784
Words 1135
Pages 5
Tiffany Gabbard
18 September 2013
English 101
Advertisement Essay
Magic Youth Serum
“How do I want to look seven even busier years, two teenagers, and eight college applications from today?” This is the question that Olay Total Effects, uses in their advertisement for their Seven-In-One Moisturizer Plus Serum Duo to imply that family, time and stress cause aging to accelerate. The ad answers its own question with, “Not one day older than I do now” creating an aura of a magic serum that stops signs of aging in its tracks, even though we all know that is impossible. The words “old” and “ugly” are synonymous when a woman thinks of aging. Women lie about their age for this exact reason, so the beauty industry markets anti-aging wrinkle creams that claim to help women stay youthful and beautiful.
A close up photo of a beautiful blonde woman’s face covers almost the entire page of this advertisement. The model has very minimal makeup and almost flawless skin, aside from a few small wrinkles underneath her eyes. Her expression is confident with a slight knowing smile as if she has found the secret formula all women have been desperately searching for. At the bottom center of the page there is a small bottle of the anti-aging moisturizer surrounded by two fluids spiraling around it like a tornado. Each fluid is a different color, one white, and the other is light beige. The bottle itself is beige with the product label featuring a large golden number seven.
Overall, compared to the pictures, the text only covers about one quarter of the page. The company logo is in the top right corner with black and gold font that is larger than the rest of the text on the page making it stand out. The majority of the words on the page are black, which are a good contrast against the woman’s fair skin. The various sizes and levels of boldness in the black text emphasize ideas within the text, keeping each one separate and easy to read. Numbers within the text are slightly larger and white, drawing slight attention away from the words. There is a large, semi-transparent golden number seven behind the text that matches the golden number seven that is on the product’s bottle. The numbers in the text are all emphasized uniting with the product’s notion of being a seven-in-one moisturizer.
Anyone who has not heard of the brand Olay probably lives on a remote island with no influence from the outside world. Olay intensifies their product with constant repetitive advertising on television commercials, and in almost every magazine geared towards women. They are a very well known brand that is associated with luxury, quality, and womanhood. The target audience is likely women in their early thirties to mid-forties. Plain-folks appeal is used by featuring a model that appears to be within that age range, with a few wrinkles and skin flaws. People are more trusting when the salesperson appears to have similar qualities and desires as they do. Women in this age bracket are thought to be established and successful in life. They crave more mature and luxurious products that are not associated with items a teenage girl would want. The gold color used on the bottle, symbolizes the quality and luxury that women desire.
Olay Total Effects targets the need for aesthetic sensations, by claiming to help fight the seven signs of aging. Women tend to be very self-conscious about their looks, and desperately try to hold on to the youth and beauty of their younger years. The need to nurture their skin to maintain its healthy and youthful glow is met by including a serum, moisturizer, and sun block into the formula. The ingredients that make up the serum and how they work is conveniently left out for the imagination to take over. This mystery serum supposedly fights seven signs of aging but, the ad fails to mention what those seven signs of aging actually are. Dull skin and wrinkles are apparently not the only clues that a woman may be older than she claims. Just the idea of several different ways to show aging could cause any woman to scoop up every anti-aging product available and triple layer each one on her face just to be sure that all of her bases are covered. “New Olay Total Effects Moisturize Plus Serum. Our most concentrated formula ever.” This phrase is full of weasel words leading the buyer to assume that the product has a stronger formulation of this magic mystery serum that previous versions lack. It’s “new” which gives the impression that this product is of greater quality due to the inclusion of this “new” serum. Also notably absent, is what the company means with by the word “concentrated.” Is the active ingredient in this magic serum a higher strength? Is there more of the normal strength serum versus moisturizer compared to previous versions? Was the product just put in smaller packaging? When products are in small packages, it is assumed that less of the product is needed to be used in order to get desired results. A common phrase associated with concentrated products is “Less is more”. Unfortunately, the only people who know the answer work for Olay. The words “most” and “ever” are also included to make a potential buyer believe this is the greatest and most advanced formula. People tend to gravitate towards the “latest and greatest” with everything. By also including the words “new”, “most”, and “ever” advertisers feed into that craving.
Towards the middle of the text is the unfinished statement, “Because fighting the seven signs of aging only gets more challenging…” The ending of the sentence is left open for the reader to complete with endings such as, “unless you use this product” or “the longer you wait before using this product” or any other combination of words. Any answer that the reader dreams up would likely still make this product appear to be the cure to aging skin. Overall, this advertisement is very well thought out, and will likely convince many women to try the product with the hope that they can forever look like they are twenty-nine, or whatever age they claim to be. The beauty industry profits from the fears of women who believe that aging is not beautiful. They create the image that growing older can be beautiful with a good diet, exercise, and the latest and greatest magic youth serum to keep your wrinkles from forming. New products are always being produced, so if this week’s latest and greatest product isn’t everything that it misleadingly claimed to be, wait a week and get the newest version of a magic serum.

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