Analysis: Advertising and Taylor Swift
100-07 October 28, 2012 Analysis Essay Final Draft Easy, Breezy, Beautiful CoverGirl- Natureluxe Foundation CoverGirl succeeds once again and captures it’s viewers in an advertisement that not only has a modern way of catching its viewers’ attention, but also uses competition and catchy phrases to woo it’s viewers into buying their brand over other competing commericals. This specific commercial advertises CoverGirls Natureluxe Silk foundation using Taylor Swift. She is a perfect person to use in a commercial that is marketing their product towards teen girls.
At only 22, Taylor has made a lucrative career out of writing songs about growing up and discovering yourself. Throughout the commercial she glows, she looks happy and completely natural throughout the entire thing. It’s as if she doesn’t even have make up on and it’s captivating. Plenty of young girls throughout the country look up to her for this reason. They feel like they can relate to her realistic life situations she puts into her music and because of that they are more likely to sway towards what her opinion of everyday things are such as make up as it is clearly shown in the advertisement.
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Another factor that I believe CoverGirl used to catch its readers attention would be how the actual foundation bottle is made. They put it in a light green bottle that has darker green swirls extending throughout it. Green is naturally a peaceful color. We associate green with trees, leaves, and nature which is the main catching point of Natureluxe as it is made with green extracts and other natural plants. I think they used green to give it that effect on its buyers.
While CoverGirl does do a good job choosing the print on the Natureluxe foundation bottle I also noticed the colors they used throughout the commercial. They don’t use any dark colors- instead, they use white, light blue, and light green to give the advertisement a bright and relaxing feel which is really important for this product and what they’re really emphasizing to sell it by which is the fact that Natureluxe is a lightweight, and natural made foundation. The music in the background is persuasive because it gives teens a positive outlook by hearing the happy background music playing.
It gives the commercial a nice outlook and plays along with the message well. It’s a very peaceful, yet happy melody that goes along perfectly with who Taylor Swift is and makes the commercial that much more believable and persuasive. Upon further observation, CoverGirl then goes on to explains how they took out the heavy synthetic and it now redefines luxury with a lightweight feeling that is also enriched with hints of natural jojoba, rosehip & seal buckthorn extracts.
All of those are made from natural plants and are very light to use on any sensitive skin. Not only that, but they have a natural and appealing smell that’s not overwhelming but enough to actually want to use it. This is important for its viewers because having such a heavy foundation gets exhausting and causes break outs so if they take that part out and instead make it feel light and creamy with also having natural extracts, it’s a win win situation for teens.
Not only does it stress the high points in using Natureluxe, but it also talks about how even the real expensive make up can’t beat Natureluxe. The competition is valid because Taylor Swift herself says that even the $180 liquid make-up can’t compare to the lightweight feel of Natureluxe and because she has competitive back up and a reliable famous music artist is using the product herself and has compared it to other make up brands out there her viewers will believe her.
If Taylor Swift doesn’t even need to buy the high end make up because she personally has tried each brand and she believes that it’s not as good as Natureluxe, then naturally teens around the world will more than likely take her word for it and look into buying it. Then at the end of the advertisement it also sneaks in the new Gloss Balm which contains mango butter, shea and other butters in exchange for heavier feeling emollients to try and catch you on another level. While you’re out getting your Natureluxe why not throw in its Gloss Balm as well and get it all in one?
I personally think CoverGirl did a great job catching the eyes of teens all over the world. Not only do they have a very popular artist who promotes the entire commercial that younger girls can relate to, but it also stresses the light feel of the foundation as well while at the same time using competition by comparing it to the more expensive make up brands and beautiful music to sway its viewers’ attention to that specific brand of foundation. I personally use Natureluxe myself and it was after seeing a commercial with Drew Barrymore choosing Natureluxe over their competitor, Mary Kay.