Advertising and Stereotype

As you may notice the setting, the ad is not divided into 2 equal halves but 1/3 and 2/3. When drawing or designing designers usually avoid dividing their graphic because it will make the picture balanced and there is no focus point. If the designer makes the picture of model and the products equals, the readers would not pay attention on neither left hand side nor right hand side. Further more, we, readers usually tend to look at a subject from left to right. That’s why the designer arranges the model on the left and products on the right.

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So that when we look at the ad, we will eventually espy on the model’s lips with shiny color and after that, a question immediately jumps into our dads is why her lips look so attractive. The answer will be revealed when we see the liquid glossy lip color on the right hand side. This technique is called “transfer”, which is an idea that suggests us the positive qualities. As well as that, we might see that the model is wearing glasses. She must want to be fashionable but she wears light make up. Why..??

She must put on mass of make up to be more attractive. The reason is because the producers want us to pay attention on her lips and the eyes are said to be the windows to soul. Therefore, they will attract more attention than the lips do, they would cover the eyes, so that we will focus on her dazzle lips. On the right bottom corner is the product in which the promoter is trying to persuade their customers to buy. Placing it beyond the pink bubble, it denotes that Amiability lip color is magical and there are many different colors.

Color is also an “ingredient” of a catchy advertisement. It is one of the major strategies in drawing the target audience?s eyes towards the design space, and then appealing their emotions to buy their products. Brown is a warm neutral color. It presents for steadfastness, simplicity, friendliness, dependability and health. They choose brown as the main color to match with the color of products and model natural skin. Every feature such as glasses cloth and model make up all match with the brown background.

Brown is believed to connote a kind, strong and determined woman. Technical Aspects: The ad applied low camera angle since they try to stereotype a powerful and successful woman. Additionally, her posture and gesture also affect the success of the ad. If the model is smiling brightly, it will reflect that the product make you look cute rather than sexy. If the model’s face is on eye- level, the ad has nothing mysterious or seductive. Words: Moreover, language is also a significant point that contributes into a good ad.

On the top right hand side of the ad, there is a sentence that written in white capital letter said: “At the click of a wand! Concentrated shine perfectly defined fall under its spell” They use metaphor in this sentence. The lipstick is said to be a magic wand that when you click it, the shiny liquid from it will fall on your lips like you make a spell on it. I think Amiability has an impressive slogan. It is “maybe she’s born with it. Maybe its Amiability”. Really? Can you be born with a brown shiny dazzle lips? Can you be born with mass of make up, that call Amiability.

No, you can’t, the producer uses another pun here, where it uses hyperbole to say that woman need cosmetic to fulfill and maintain their beauty. Stereotypes have been used: This advertisement stereotype a feisty woman, who still look beautiful even she wears plain make up. However, she still needs to wear lipstick to maintain her exquisiteness. The stereotype in this ad is appropriate for woman, who is in age of 25 – 30 because they usually be said as grow-up woman, they experience the life and become stronger but they are still woman indeed, still ant to take care of their beauty along with the time is gone.

Effectiveness of the advertisement and the sale pitch: The question that advertisement create towards target audiences is should they buy this products or not? What are their advantages if they purchase it? The promoter saying that if you buy the products, you will be noticeable in the crowd without being called a “plastic doll” with expensive cloth and “heavy’ make up on your face that hide your true person. Believe that this Amiability’s lip colors advertisement is very effective in numerous ways, like ring an international model, Dippier Padlocked, to be the ‘perfect woman’ in the design space.