This is an example of influential magazine advert which
advertises Loreal’s anti-aging and whitening day cream. This advert is aimed at
mature women and the slogan “you’re worth it” shows it is clearly recognisable
and women who are well known of the brand will be interested in the product.
There are many persuasive features which encourage the target audience towards
this product, which I will be discussing in more detail.
There are many examples of hard sell reasons for having the
product which are very eye-catching to the target audience, which would be
mature women that want to prevent aging. Uses of declarative sentences such as “visibly
smoothens out wrinkles” “fights dullness”, show how useful this product is and
shows why the customer needs it. The discourse structure of the explanation of
the product shows how beneficial this product can be towards the correct target
audience. Since it is in a magazine many women will read it and the fifteen
signs of aging are clearly displayed with large graphology features such as
large, glowing font which draws the reader’s attention. The discourse structure
suggests the fifteen problems many women will suffer from such as “frown lines”
and the power in this product suggest a solution for these problems, and
suggests how vital it is for this product.
The use of specific lexis of the fifteen signs of aging which
show negative lexical fields of aging such as “dryness” “laugh lines”, and these
are effective as this advert is trying to appeal to the target audience and
trying to find common problems their target customers may suffer from. These
words work effectively with the discourse structure as previously mentioned, as
these words are placed above the solution, therefore the power in this text
shows how desirable this product is as the purpose is to stop the signs of
aging.
This links to Norman Fairclough’s theory from his book Language and
Power which explains the ability of text producers which would be the authors
of this magazine advert, and how they can address audience as if they know
them. This is called synthetic personalisation and this means that the authors
can create an artificial relationship to make the individual that they have
never met, seem like they know them. This is shown through the use of common
problems, and this shows they are trying to show they also care about the
target customers.
The graphology is effective as it very eye-catching and the
readers will be attracted to the image of the woman with perfect, ideal skin
named ‘Araya A. Hargett’. Since this image takes up half the page it is very
eye-catching. This skin is envious of many of the customers and this shows how
this woman saying that the product ‘works as I do’ is very powerful as it is
persuading the matured women who read the advert, to buy the product to look
like her. This is very powerful as this is a visual feature which is effective
at persuading the reader as they have a clear image of how this product may
make their skin look like.
Overall, the discourse structure paired with the lexical
choice of words and the graphology of how the image and words are placed are
very effective. This instrumental advert persuades the target audience of older
(mature) women to buy the product and having the 15 problems and then the
solution below from the consequence of this cream is very effective.
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