2nd paper - Maybe Its Maybelline Maybe Its a Lie Maybe Its...

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Maybe It’s Maybelline, Maybe It’s a Lie Maybe It’s Maybelline, Maybe It’s a Lie Jonathan Lee Communications 101 Section 007 Maybelline New York is a makeup brand company mainly for women that sells a range of products from lipstick to mascara. In the March edition of Allure magazine, Maybelline has a three page ad that is advertising its brand new FIT ME foundation. Maybelline is promoting the magazine readers to be active in discovering what their true inner beauty is through their product by using a variety of texts, obvious and hidden imagery, sexual gratification, and physical interaction with the advertisement. Maybelline has to first convince the reader that she really is
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Maybe It’s Maybelline, Maybe It’s a Lie beautiful, or has an inner beauty that is yet to be unearthed. Maybelline then attempts to create a pseudo-individuation, or an illusion of difference, (Iftkhar, S., February 15, 2011) for the consumer that in order to achieve this discovery of themselves they must use Maybelline. Ultimately, Maybelline is putting forth a message that states their life is not as good as it could be and the only way to reach that state of satisfaction is to be a consumer, specifically for Maybelline. The Maybelline ad relies on the product-information format of using texts to emphasize the product’s use and what it can do. There are many words on this ad, much more than the typical make up ad, and so it utilizes different font sizes, boldness, and placement to create a hierarchy of what the order of the text the reader should see. On the first page of the ad the most obvious text is FIT ME which is in all caps, right in the middle of the ad, and the largest font. Putting the actual product name in front makes the most sense because even though Maybelline is selling Maybelline, more specifically it is trying to sell a new product that needs to insert in people’s mind. The text that is alongside the product is “Don’t cover me, Flawless that lets the real you come through”. Once again these words are in all upper case but because “Don’t cover me” is the second largest, it is the phrase that is read next. “Don’t cover me” at first glance seems puzzling because the advertisement is for foundation, a product that is meant to cover. This confusion actually seems to serve a proper purpose because it leads the reader to continue reading to the next text. “Flawless that lets the real you come through” clears up the confusion of what “Don’t cover me” meant because Maybelline is telling you not to cover up the beauty that could be shown by covering your face with FIT ME foundation. Despite the complete irony in the selling point of the product, the configuration of the text was very strategically placed. The order in which the size of the words forced us to read was also in order of the number of words
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Maybe It’s Maybelline, Maybe It’s a Lie from least to greatest. Maybelline knows that a viewer has to be drawn in first in order to
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2nd paper - Maybe Its Maybelline Maybe Its a Lie Maybe Its...

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