Advert Proposal

By Paulina A

The product …

I am going to advertise Coco Chanel lip stick.I have chosen to advertise Coco Chanel lip stick because the make up industry is very big and popular. The cosmetic industry is a profitable business for most manufacturers of cosmetic products. By cosmetic products, we understand anything that is intended for personal care such as skin lotions or sun lotions, makeup and other such products meant to emphasize one's look.Slogan: Dieu m'a donné le style, Dieu m'a donné la grâce. Dieu a mis un sourire sur mon visage! (This means: God gave me style, God have me grace. God put a smile upon my face.)

Ideologies …

Expensive

Good quality

Glamour

Worth having

For an every day use

Target audience …

Women who love make-upWomen who want to look and feel glamorousWomen that love Coco ChanelWomen that are confident and independent and that don’t need a man to boost up their self-esteemMostly wealthy/middle-classed womenThe two lifestyle categories which the target audience fits into is the Egoist(People who are mainly concerned to get the most pleasure for themselves out of life) and the Groupies(people who want to get accepted by those around them).

Social ranking class:The social class category in which the target audience lies is mostly social class A but I do think that is can be social class B too.• A: High ranking managers in industry or the profession like

law or medicine.• B: Middle managers in

companies or public services like health or education.

Female stereotype:The female stereo type for this advert would be something in-between the Beauty Bunny and the Alpha Female.

Gender: Females

The Beauty Bunny - She believes that just because there is science in a beauty product, it will work. She is into every new invention in the beauty industry and reserves her greatest enthusiasm.

The Alpha Female – She is a powerful professional whose main focus in life is her career. She is definitely in control, but her entire life is work.

Maslow’s hierarchy of needs …

The need I’ll be targeting for the audience is:

Esteem(confidence, self-esteem)

Persuasive techniques …Beautiful people: Using

good looking models as if telling us we will look like them if we use the product.Snob Appeal: This technique suggests that you can be like the expensively dressed, perfectly shaped, beautiful person who uses this product.Repetition: Slogans, images and brand names can be repeated and add creditability to a campaign.Anchorage: When an advert uses a caption to fix the meaning of an image.

Design …

Comes in twenty different shadesThe cover of the lip stick is black and goldThe bottom of the lip stick contains the Coco Chanel logo.ROUGE COCO SHINE Hydrating Sheer Lip shine provides lasting moisturizing shine in a water-light texture. The formula glides on for easy application, and a unique HYDRATENDRE complex hydrates and softens lips, giving them a healthier and fuller appearance. Available in a complete range of shades, from delicate beiges to dazzling berries, with a hint of shimmer to enhance a glossy finish.

•Most of the attention is to be concentrated on the face so the model has to make strong eye contact with the consumers.•The background for the advert is going to be quite dull and not really colourful; you get very similar colours just in different shades, e.g. black, a bit of white, dark navy blue and different shades of grey.•The model will be the most colourful object in the advert. The reason for this is because the model is to be the main focus in the advert because it is her that is advertising the product; therefore she cannot blend in with the background (she has to stand out).•She’ll be wearing a tight dark blue dress (just above knee length), light brown leather jacket and light brown leather heels.•Most of the light will be concentrated on the model and the background will be kind of blurry. High key lighting is going to be used to give the overall image a clear look.•The model will be holding a blackberry in one of her hands while the other hand will be empty with the Red Coco Chanel lip stick beneath her hand to give an effect like she’s dropping it.

Extra information about the advert …

The model:•Cheeky smile•Curly hair•The model is walking down the road•Fierce body language•Strong eye contact•Face full of confidenceThe Product:•The product will be at the left bottom corner of the advert and will be fairly big. I don’t want the product to take up too much space because that way the advert will not be as effective. I also don’t want the product to be too small because the consumer has to be able to see without squinting, so it has to be clear and visible for everyone to see. The lip stick on the advert will also be red however there will be a little caption saying: “Comes in twenty different shades, from delicate beiges to dazzling berries.” The reason that I want this little caption to be there is so that every consumer knows there is a range of shades and colours to choose from which is hard to do just by looking at the advert, reason being the product on the advert is in the colour red and the model lip stick that the model is wearing is also in red so it would be hard to tell what other colours/shades there are (if any).The model’s facial expression for my advert is going to be that of a strong and confident woman. The aim is to look natural but confident and beautiful at the same time. I have decided for the model to use direct mode of address. The connotation of me using direct mode of address is that it stimulates an interaction with every individual consumer.

•Men surrounding her and they’re all looking at her•All the men are business men and they are all wearing suits•The model is not wearing business clothes (to make her stand out)•Model not wearing extensive make-up; only mascara and a bit of eyeliner. This is so more attention is concentrated on the lips rather than the rest. The focus point are the lips and not the rest of the face, if the model was to wear extensive make-up it would distract the whole image and the main focus would no longer be there.•She will be wearing red Coco Chanel lip stick and the reason for that is because red is a colour that symbolises mostly guilt, sin, passion and anger, often as connected with blood or sex. However in my advert the colour red is going to symbolize courage and sacrifice but mostly courage rather than sacrifice.•The model is not paying the men any attention at all.•She is an un-business woman in a place full of business men•The model is representing independence, confidence, dominance (woman/girl power) and of course ... BEAUTY!•The background will be Canary Wharf.

Background…

The end!