Analysis of 10 mascara advertisements

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Brand name Model name (celebrity) Celebrity endorsement

Headline Detailing the product: by describing the product,

by indicating the value of the product

Product image Soliciting response

Detailing the product: by identifying the product

Move 1 Introducing Company Step a Stating company name: COVERGIRL Move 2 Attracting Readers Step a Celebrity endorsement Step b Stating the celebrity name: RIHANNA Move 3 Establishing credentials Step a Headline: the exact 360 lash guarantee Move 4 Detailing the product Step a product image Step b describing the product: The perfectly tapered exact brush reaches out to every lash corner to corner, root to tip, for a 360 frame around your eyes. Step c indicating the value of the product: No clumps, GUARANTEED! Move 5 Soliciting Response Step a stating website address: For details, visit covergirl.com Move 2 Attracting Readers Step c stating the product used: Rihanna is wearing Volume Exact in Black Move 4 Detailing the product Step d identifying the product: VolumeExact FOR VOLLUME, LashExact FOR LENGTH Move 1 Introducing Company Step b stating company image (slogan): easy breezy beautiful COVERGIRL

Soliciting response

Celebrity endorsement

Product image

Detailing the product: by identifying the product Detailing the product: by describing the product Detailing the product: by indicating the value of
the product

Brand name

Move 1 Soliciting Response Step a stating availability: Filenes, Foleys, Hechts, Kaufmanns, Lord & Taylor, Robinsons, Strawbridges Move 2 Attracting Readers Step a Celebrity endorsement Move 3 Detailing the product Step a product image Step b identifying the product: New Double Density Maximum Volume Mascara Step c describing the product: Eyes ignite and capture the spotlight with a new dimention in lash power. Step d indicating the value of the product: Ultra ultra thickening. Certainly certainly sweeping. Maximum maximum volume. Move 4 Introducing Company Step a Stating company name: Elizabeth Arden Move 2 Attracting Readers Step b stating the product used: Caterine Zeta-Jones is wearing Double Density Maximum Volume Mascara and SPARKS FLY! Color Collection

Headline Detailing the product: by identifying the product Detailing the product: by describing the product,
by indicating the value of the product

Detailing the product: by describing the product,

by indicating the value of the product

Brand name Soliciting response Product image

Move 1 Establishing credentials Step a Headline: Straight from the runway Move 2 Attracting Readers Step a typical user endorsement Move 3 Detailing the product Step a identifying the product: New Sumptuous Two Tone Eye-Opening Mascara Step b describing the product: Now, Tom Pecheux, Creative Makeup Director, Estee Lauder inspires a breakthrough mascara based on his secret backstage technique for a beautiful, wide-eyed look. Step c indicating the value of the product: The genius is in the two contrast colors and two different brushes. Step d product image Step b describing product: BrushComber adds bold black volume to top lashes, MicroBrush adds eye-brightening color to lower lashes. Move 4 Introducing Company Step a Stating company name: ESTEE LAUDER Move 5 Soliciting Response Step a stating website address: esteelauder.com

Headline Detailing the product: by identifying the product - Establishing credentials - Detailing the product: by describing the
product, by indicating the value of the product

Justifying the product: by establishing a niche

(product slogan)

Celebrity endorsement Brand name Model name (celebrity) Product image

Move 1 Establishing credentials Step a Headline: The most beautiful eyes have a secret Move 2 Attracting Readers Step a Celebrity endorsement Step b Stating the celebrity name: Julia Roberts Move 3 Detailing the product Step a identifying the product: NEW HYPNOSE PRECIOUS CELLS LASH BY LASH CARE & VOLUME Step b describing the product: The 1st lashcare mascara by Lancome enriched with precious cell extract. A volumising & caring formula that helps regenerate lash condition. Step c indicating the value of the product: Lashes feel stronger, look denser & fuller, as though multiplied. The secret to unforgettable eyes. Step d product image Move 2 Attracting Readers Step c stating the product used: Styled with lash inserts Move 4 Introducing Company Step a Stating company name: LANCOME PARIS

Headline Celebrity endorsement Detailing the product: by

identifying the product

Detailing the product: by

describing the product, by indicating the value of the product

Soliciting response

Establishing credentials Detailing the product: by

describing the product

Product image

Brand name

(left) Move 1 Attracting Readers Step a Celebrity endorsement Step b Stating testimonial: THE MORE OUTRAGEOUS THE BETTER! Gwen Stefani Step c stating the product used: Gwen is wearing Voluminous False Fiber Lashes in Blackest Black and is styled with lash inserts. Move 2 Soliciting Response Step a stating website address: lorealparis.ca (right) Move 1 Establishing credentials Step a Headline: Now, THE POWER OF SCULPTING FIBERS CREATE AN OUTRAGEOUS FALSE LASH LOOK. Move 2 Detailing the product Step a identifying the product: NEW Voluminous FALSE FIBER LASHES MASCARA Step b describing the product: Our most technically advanced volume. Step c indicating the value of the product: Exclusive sculpting fibers wrap every lash to build an incredible false lash effect. Also available in waterproof. Step b describing the product: INNOVATION OUR FIRST VOLUMIZING MASCARA FEATURING 4 mm FIBERS TO ADD LENGTH Step d product image Move 3 Introducing Company Step a stating company image (slogan): Because youre worth it. Step b Stating company name: LOREAL PARIS

Detailing the product: by identifying the product Headline - Establishing credentials - Detailing the product: by describing the
product, by indicating the value of the product

Product image

- Brand name - Slogan Soliciting response

Move 1 Attracting Readers Step a typical user endorsement Move 2 Detailing the product Step a identifying the product: New FALSE LASH EFFECT FUSION MASCARA Step b describing the product: VOLUME AND LENGTH GET IT TOGETHER Step c indicating the value of the product: On a shoot Im often asked to take the models lashes to extremes. I used to have to use a volume and a lengthening mascara together to get the effect. Hats why Max Factor have fused their MEGA VOLUMISING BRUSH with their ULTIMATE LENGTHENING FORMULA for 100% lash glamour. Step d product image Move 3 Introducing Company Step a Stating company name: MAX FACTOR Step b stating company image (slogan): THE MAKE-UP OF MAKE-UP ARTISTS Move 4 Soliciting Response Step a stating website address: Join us on Facebook Max Factor UK

Headline Detailing the product: by identifying the product Detailing the product: by describing the product,
by indicating the value of the product

Product image - Establishing credentials - Detailing the product: by describing the

product, by indicating the value of the product

- Brand name - Slogan

Move 1 Attracting Readers Step a typical user endorsement Move 2 Establishing credentials Step a Headline: Its not mascara, Its false lash glam in a tube, Instantly! Move 3 Detailing the product Step a identifying the product: New VOLUM EXPRESS the FALSIES Step b describing the product and Step c indicating the value of the product: THE secret? Our exclusive Spoon Brush finds every lash for 300% more visible lashes, while our Kera-Fiber formula fills in every gap along the lash line. For false lash fab every day! Also available in waterproof. No gaps from any angle. 300% more visible lashes corner-to-corner. Step c product image Move 4 Introducing Company Step a Stating company name: MAYBELLINE NEW YORK Step b stating company image (slogan): MAYBE SHES BORN WITH IT. MAYBE ITS MAYBELLINE. Move 5 Soliciting Response Step a stating website addressmaybelline.com Move 1 Attracting Readers Step b stating the product used: Erin is wearing New Volum Express The Falsies Mascara in Very Black

Headline Detailing the product: by identifying the product Soliciting response Brand name

Product image

Soliciting response

Move 1 Establishing credentials Step a Headline: Extravagantly big lashes. Up tp 7x more volume. Move 2 Attracting Readers Step a Typical user endorsement Step b product image Move 3 Detailing the product Step a identifying the product: NEW no7 Extravagant Lashes Mascara Move 4 Soliciting Response Step a stating website address: For tips on how to get a dramatic wide-eyed look visit boots.com Move 5 Introducing Company Step a Stating company name: Boots Move 6 Soliciting Response Step a stating availability: Exclusively available at Boots & boots.com. Available in most stores. Subject to availability. Move 2 Attracting Readers Step a stating the product used: Lashes styled with lash inserts.

Brand name

Celebrity endorsement

Product image Headline Detailing the product: by identifying the product Detailing the product: by describing the product,
by indicating the value of the product

Soliciting response

Move 1 Introducing Company Step a Stating company name: REVLON Move 2 Attracting Readers Step a Celebrity endorsement Move 3 Establishing credentials Step a Headline: MY, WHAT BEAUTIFUL EYES YOU HAVE Move 4 Detailing the product Step a product image Step b identifying the product: REVLON GROW LUSCIOUS PLUMPING MASCARA Step c describing the product: Plump is the new gorgeous when it comes to lash anyway. Step d indicating the value of the product: The conditioning formula helps strengthen and plump lashes up to 200% instantly. Move 2 Attracting Readers Step b stating the product used: Emma Stone wears Revlon Grow Luscious Plumping Mascara in Blackest Black Move 5 Soliciting Response Step a stating website address: TO view more of Emmas looks go to Revlon.com

Soliciting response

Celebrity endorsement

Headline

Detailing the product: by identifying the product Product image Detailing the product: by describing the product,
by indicating the value of the product

- Brand name - Slogan

Move 1 Soliciting Response Step a stating website address: RIMMELLONDON.COM Move 2 Attracting Readers Step a Celebrity endorsement Move 3 Establishing credentials Step a Headline: NEVER ENDING LASHES Move 4 Detailing the product Step a identifying the product: NEW LASH ACCELERATOR ENDLESS MASCARA Step b describing the product and Step c indicating the value of the product: Lashes so limitless, They defy length. Micro-Fibers + Keratin and Antioxidants. Instant WOW: Lashes look up to 99% longer. THERES NO END IN SIGHT. Step c product image Move 5 Introducing Company Step a Stating company name: RIMMEL Step b stating company image (slogan): GET THE LONDON LOOK Move 2 Attracting Readers Step b stating the product used: KATE MOSS wears Lash Accelerator Endless Mascara shade 001, Black.

1. Establishing credentials (Headline) The addresser is establishing products credentials by referring to the needs of the potential customer. The most striking aspect of this move is the indication to the addressee that it is their advantage to purchase the product 2. Detailing the product (most essential part 1993,2004) Introduce the product, inform about the most essential details of the product. Although it is true that in certain types of advertisements, especially the ones popularly known as image-building or picture-caption advertisements, the copy writer often determines the value of product-detailing. 2.1 by identifying the product 2.2 by describing the product 2.3 by indicating the value of the product The use of lexical boost: the latest, superior quality, perfect, delightful, excellent. The use of such modifiers is an essential part of product evaluation in the rhetoric of advertising and is fully exploited by the writers of sales promotion letters for product detailing. 3. Offering incentives (not included) The addresser is offering an incentive in the form of detail about the make-up look of the model (if the consumers want to look like the model in the ad, they should purchase the product) 4. Soliciting response (another important move) The main communicative purpose of advertisements is to persuade the consumer to purchase the product. That is why in advertisements the copywriters often include a availability location to purchase the product and their website, facebook or twitter which the consumer can get further information about the product. 5. Using pressure tactics (not included) 6. Celebrity or typical user endorsement

Mascara Advertisements Move 1 Attracting Readers Step a Celebrity or typical user endorsement Step b Stating the product used Move2 Establishing credentials Step a Headline Move 3 Detailing the product Step a Identifying the product Step b Describing the product Step c Indicating the value of the product Step e Product image Move 4 Introducing Company Step a Stating company name Step b Stating company image (slogan) (optional) Move 5 Soliciting Response Step a Stating website address