Analysis of print advertisements for beauty products
P block
Location: city has connotations of professional upmarket lifestyle
Lexis of 'New York' acts as anchorage for the audience, reinforcing the idea of New York, which has connotations of an exciting, busy life
Muted colour palette draws attention to the product instead of the setting
Intense high key lighting emphasises models face demonstrating that she is the focal image
Target audience of women: use of clearly female model suggests makeup is targeting a female audience
Direct mode of address: model looks directly at audience, demonstrating her power, confidence and importance
Slogan: "maybe it's Maybelline" catchy and easy to remember for the target audience (working class audience?)
Models use of makeup is 'natural' and unobtrusive, which draws attention to her eyelashes
Gesture: slightly open mouth functions a hermeneutic code, forcing the audience to answer the question "what is she about to say?"
Slightly open lips may also function as a proairetic code, suggesting that she is about to kiss someone. Suggests to audience that putting on maybelline makeup will make them more sexually attractive
Use of city as mise-en-scene suggests the mascara is everyday, normal use product. Highly polysemic advert
Mise-en-scene of other woman walking creates contrast between 'normal' looking woman in the background and the 'beautiful' Denise Richards, again suggests the makeup will make the audience beautiful
Emphasis on model's eyes reinforces the importance of having beautiful eyes
Unnatural setting and strange place to put on makeup (a busy street!) gives the audience some fantasy elements
Contrasting colours reinforce the notion of a "boldly thickened look", further emphasising through anchorage
Model's face takes up approx 50% of image, (close up) demonstrates importance of the model
Enigma code of "maybe she's born with it"
Blue background forms a stark contrast with the model's red lips, suggesting her bold personality. Functions as a symbolic code
New York is symbolic of wealth and luxury, suggesting that this is a luxurious product for a wealthy audience
Hermeneutic code: model gazes out of the advert, directly at the audience, creating a sense of mystery
Flower is symbolic of passion of love, which is further anchored by the lexis of the word 'passion'
Mise-en-scene of model's pale face suggests that she is stereotypically beautiful
Layout of range of shades helps the advert to target as large an audience as possible
Slogan 'Make it happen': connotations of opportunity and excitement, much like new york!
Lexis of 'passion and passionate' link to flowers, love and kissing
Blue and red create a juxtaposition, creating a symbolic message of two opposing ideals
New York: connotations of 'dreams coming true', the american dream
Use of bold colours, reference to Marilyn monroe and other famous women? Referential code
Word it ∫is highlighted in red, meaning it functions as an hermeneutic code, creating a sense of mystery for the audience
Use of block capital, sans serif font constructs a bold message for the target audience
R block
Use of colour beige reflects a calm, toned down atmosphere, promoting Mabeline as a 'natural' beauty product
Proairetic code of mid shot of model on the roof of an exclusive building suggests that she is about to go out and to go clubbing
Model looks out into distance, forming an hermeneutic code for the audience. Who is she looking at?
Slogan: make it happen. It functions as a hermeneutic code. Sexual connotations? open to audience polysemic (many meanings)
Use of high key lighting symbolises happiness, excitement and life
Close up shot of model emphasises her beauty, including the mise-en-scene of her clear skin
Mise-en-scene of studio lighting symbolises confidence and a high class luxury lifestyle
Compact layout: two shots of woman, information, product. Working class audience?
Lexis: the brightest side of flawless: demonstrates the product is superior to its rivals
Natural makeup references the individual of the model, and potentially the individuality of the audience
Font: black, capital letters, sans serif: simple and easy to read
@new super cushion" - hyperbole
Direct mode of address - talks directly to a young, heteroseusl female audience
