CONTEMPORARY ADVERTISING

(DLC 207)

INDIVIDUAL ASSIGNMENT

NAME : NADIAH NALINI BINTI ANOR

MATRIC NUMBER : 082003052
LECTURER’S NAME : MR AZMAN RAMLEE
DATELINE : 22ND DECEMBER 2010
Background of L’oreal Company

The L'Oréal Group is the world's largest cosmetics and beauty company. With its registered

office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine, France, it has
developed activities in the field of cosmetics. Concentrating on hair colour, skin care, sun
protection, make-up, perfumes and hair care, the company is active in the dermatological and
pharmaceutical fields and is the top nanotechnology patent-holder in the United States.

L'Oréal is a listed company, but the founder's daughter Liliane Bettencourt and the Swiss
food company Nestlé each control over a quarter of the shares and voting rights.

L’Oréal got its start in the hair-colour business, but the company soon branched out into other
cleansing and beauty products. L’Oréal currently markets over 500 brands and many
thousands of individual products in all sectors of the beauty business: hair colour,
permanents, hair styling, body and skin care, cleansers, makeup and fragrances. The
company's products are found in a wide variety of distribution channels, from hair salons and
perfumeries to hyper - and supermarkets, health/beauty outlets, pharmacies and direct mail.

L’Oréal has five worldwide research and development centres: two in

France: Aulnay and Chevilly; one in the U.S.: Clark, New Jersey; one in
Japan: Kawasaki, Kanagawa Prefecture; and in 2005, one was established
in Shanghai, China. A future facility in the US will be in Berkeley Heights, New Jersey

L'Oréal Group has its head office in the Centre Eugène Schueller in Clichy, Hauts-de-Seine,
near Paris.  The building, constructed in the 1970s from brick and steel, replaced the former
Monsavon factory, and employees moved into the facility in 1978. 1,400 employees work in
the building. The building is often referred to as the "Beauty Factory" by the public.
Klawitter added that the facility "gives the impression of a high-security zone" due to the
CCTV cameras and security equipment. The world's largest hair salon is located inside the
head office building. As of 2005, 90 hairdressers served 300 women, including retirees,
students, and unemployed people, per day; the customers are used as test subjects for new
hair colours.

The media and the sponsorship for these advertisement is by L’oreal Paris.
EXPLORING ADVERTISING

Find advertising that satisfies the following criteria. Describe the advertising and answer the
related questions.

- I have chosen an advertisement from L’oreal Cosmetics and the video is attached
together with the assignment.

i) Adds value to the brand. Explain what value is added and how.
- In the advertisement that I had chosen it effects on the value of the brand. It is because
when I watch the advertisement it contributes the self interest in me. Even though,
there are many similar products to it, the way the advertisement show put an interest
in me and making me excited to have it because of the function that I’m looking for
compare to the other products. Without realising it, by having those kind of
advertisement directly contributes L’oreal Cosmetics to one of the top seller cosmetic
all around the world. Basically, the advertisements have given these brands added
value and leads to competition which also serves the consumer’s self interest.

ii) Provides an example of puffery. Describe the puffery and explain why you do or
don’t consider it deceptive.
- The exact word to describe puffery is exaggerated which is legal and it is relatively
well defined by law. It doesn’t harm or something that injurious because it may be
playful or creative. However, in this advertisement, I found out that it is in puffery
category because it shows the outcome after using the shocking volume mascara
which could make the eyelashes become extra thick and long. I have it on my own
which I had been using it and the outcome is not like been showed as the
advertisement does. It does not reach the target which had leaded me to buy and the
expenses that I had paid. It is not like what I expected to be.

iii) Tries to manipulate you buying something you didn’t previously want or need. How is
it doing that? Were you effectively manipulated?
- For my opinion, mascara is one of the most important things that a girl should have.
Yet, when we do have one, we don’t need to buy the other one and yes I was
effectively manipulated by it. Mostly, people nowadays, when it comes to buying any
products, mostly they are looking for well function and quality because nowadays
people easily get confused by many competitors that make the consumers to think
twice before buying it. Admit it, even the products are not that well-known, but if the
advertisement are well done and attract, they can just easily influence the mind of the
consumer. Moreover, even though the advertisement is using the French language, yet
 I still manage to understand what were they trying to deliver in the advertisement and
manage to capture my heart to have it.

iv) Tries to deceive you. Is the advertiser being dishonest? How is your opinion of the
advertiser or product affected?
- I guess the advertiser is not trying to be dishonest but it is the way it is. They are
trying their best to attract the consumer. From the other point of view, they are trying
to be playful and creative legally. Furthermore, without playful in the advertisement,
they won’t be able to attract the consumer until the consumer having n using it which
it takes a long time to increase the number of the consumers