MAGAZINE ADVERTISING CRITIQUE INTRODUCTION This is a magazine advertisement critique for ACUVUE 1 Day Moist contact lenses advertisement. The critique will based on whether this advertisement has all the important elements such as headline, copy, visual, typefaces, sizes, colours, signatures, and etcetera. Besides, this is to check the level of persuasiveness of this ad, whether it can call people to action, to buy the product immediately. Next, we want to see how effective the visual works with the copy and headline to assist each other in order to create people’s interest towards finding more about ACUVUE 1 Day Moist contact lenses.
We want to analyse whether the message that this ad is trying to deliver is received by the customers. How organized the ad is made in term of its layout, if it is easy for people to interpret the message given immediately. PRODUCT DESCRIPTION ACUVUE 1 Day Moist is the only daily disposable contact lenses with proprietary LACREON technology which locks a moisture-rich agent that acts just like natural tears, into the proven Etafilcon A material. As a result, eyes will feel fresh and remarkably comfortable, all day long.
Since it is disposable, there is less problem for whoever wearing it, because there will be no cases, no cleaning, just wear it and throw it away at the end of the day. It is also suitable especially for the people who is always on the go, who does not need hassle to take care of contact lenses. This contact lens is especially ideal for people who suffer from allergy. Clinical research shows that a fresh pair of contact lenses every day is good to improve comfort for people suffering from mild discomfort or itching because of the allergy while wearing contacts.
This disposable contact lenses of ACUVUE not just offer clean contacts but also comfort while wearing it. Another uniqueness of ACUVUE 1 Day Moist contact lenses it is made with latest technology which is LACREON technology. This is a new technology and only this contact lenses of ACUVUE offers it to consumers of this product. Exclusive Lacreon technology permanently embeds moisture-rich ingredient directly into the lens surface creating a cushion of moisture, similar to that found in natural tears, that won’t blink away. That means the lens stay smooth for a fresh lens feeling and even more end-of-day comfort.
COPY/TEXT EVALUATION The headline is “With ACUVUE contacts, I’m comfortable to be the real me”. From the headline, people immediately can assume what message the advertisement’s is trying to deliver and what benefits can ACUVUE contact lenses offers to customers. First, let us look at the word “with ACUVUE contacts”, this is referring to, the one uses this contact lenses. Next, look at the word “comfortable”, which means that this contact lenses gives comfort to whoever wearing it, and finally the word “real me”, that tells, if you are comfortable with what you are in than you will be confident to be yourself.
To sum up, by using ACUVUE 1 Day Moist contact lenses, one’s eyes will experience comfort and therefore will gain more confident and feel good about themselves. Thus, the headline is clear with strong statement at first glance to attract whoever looking at this magazine advertisement and create curiosity for people to search for more information about the contact lenses in this entire advertisement. The product is explained just by reading the headline. Moreover, the suitable size, colour blue and typeface of the headline also contribute to making it standout in the advertisement, easy to read and get people to notice it.
Next is the copy of this magazine advertisement ,”I love hanging out with my friends and sometimes, we get a little crazy. Which is why I’m glad I got these ACUVUE contact lenses. They lock in moisture, which makes them se comfortable you can’t even feel them. Now I can have fun whenever I want, for as long as I want. ” Let us look at the first phrase of the copy that says ,”I love hanging out with my friends and sometimes we get a little crazy”. Reading this line, the first thought viewers will have is, this person leads an active and always on the go type of life.
Later, read the second phrase, it says, “Which is why I’m glad I got these ACUVUE contact lenses”, this relates to the first phrase which bring the understanding that active type of people need this product to stay active even when wearing contact lenses. The third line of the phrase explains why this active person feels comfortable using ACUVUE 1 Day Moist contact lenses, “They lock in moisture, which makes them so comfortable you can’t even feel them”. It explains that the contact lenses’ functions is to moisture our eyes so we do not feel dry even wearing it all day, compared to other contact lenses.
Last line is, “Now I can have fun whenever I want, for as long as I want”, this confirms the previous statement about how comfortable that contact lenses. Simply by reading the copy, we can easily identify who is the target audience for this product and are we in the target group. From the copy we know the type of people who would want to purchase ACUVUE 1 Day Moist contact lenses, which is people who wants comfort while being active all day. At the bottom page of the advertisement, a brief explanation of how the contact lenses scientifically functions for the user.
It provides more reasoning as to why people should have this ACUVUE 1 Day Moist contact lenses. It says that, ACUVUE is a brand with internationally recognized standards of UV protection. The copy also explains how this contact lenses can help to block UV and protects parts of the eye. This kind of explanation can be a supplement to encourage people to consider buying this product. The advertisement highlights the important points or the unique selling proposition of ACUVUE 1 Day Moist contact lenses which it has the Lacreon Technology to lock moisture and giving it the no-lens feel.
This will absolutely attract the target audience or new group of audience that looks for comfortable contact lenses. Next, we can see another specialty that is highlighted in this ad that can encourage people to act that is to buy the ACUVUE 1 Day Moist contact lenses. It is the bold and big typeface that says 5 free lenses with purchase of every box while stocks last. People will be attracted to this and would want to act faster to get the free lenses. LAYOUT DESCRIPTION & EVALUATION
The background of this advert is white so it makes it easier for typefaces, visual and everything in the ad that is more important to stand out for the audience to read and see. The colour used in this advert is mostly blue, to depict freshness and to give the calm effect to anyone who sees this ad. Since this ad is promoting moist contact-lens, so using water image is very accurate. The choice of blue colour as the major colour used in this advertisement is very suitable for the nature of the product. First blue is the colour of water element, which represents the characteristic of Acuvue contacts which is moist.
Blue also represents protection, by using Acuvue contact lenses, one can protect their eyes from harmful UV radiation. Colour blue is also universal in its meaning, everybody can get the idea and the message that this advert is trying to deliver, by relating the information and the colour blue used in most part of this advertising. Obviously, to represent this product as moist, comfortable, blue is used because it is always related to cooling and relaxing qualities. (Retrieved from: http://www. livingartsoriginals. com/infobluesymbolism. htm) The image of the product is big and easy to view, adding to the interest of customers.
Image of young, pretty and looks active girl, symbolizes the type of people or target audience for this magazine advertising, of which group the ad is directed to. The girl is wearing a t-shirt that has a “(heart shape), love this feeling” written on it, to emphasize on how she is feeling when she is wearing ACUVUE 1 Day Moist contact lenses. As people will absolutely attracted to beautiful girl, their eyes will first detect the image, later they will find out why is she in this ad, what product is she using in the ad, this will lead the eyes to the image of the product and finally people will find out what is the entire ad is all about.
The layout of ACUVUE 1 Day Moist advertisement is clean and simple, yet precise. The arrangement of visuals and copy is just nice, and spacious. Not too crowded. The headline, copy, signature, logo of company that owns the product, suitable visual, appropriate colour, and sufficient information are all organized well in this ad. OVERALL To sum up, the ad, ACUVUE 1 Day Moist contact lenses advertisement is persuasive enough. The message that is intended to be delivered is communicated well and straight forward.
In term of the design and uses of visual, they are suitable with what the advertisement is representing. There is the element of repetition in this advertisement and it is a good approach to convince people to purchase and try the product advertised in the magazine ad. The word to describe the benefits that customer can get by using ACUVUE 1 Day Moist contact lenses which is “comfortable” and words that describe comfort such as moisture, can’t even feel the contact lenses, are repeated several times to emphasize the idea of the main benefit that ACUVUE 1 Day Moist contact lenses can offer to its user.
This make it clear to people that if you want to find a comfortable contact lenses, this is the product that you are looking for. The colours used in this advertisement also give people soothing effect when looking at it, which are blue and white, all the colours that symbolizes freshness, coolness, comfort, and simplicity. However, one critic for this ad, the one information that can be included is the places where interested people can get the product. Meaningful
This magazine advertisement of ACUVUE 1 Day Moist contact lenses achieves being a meaningful ad because it includes all the basic and important elements needed in a print advertising material. People can find the important details of product and enjoy other added value of product such as 5 free lenses for purchase of every box. One more thing, this ad also describes and suggests the feeling that people can get if they use this product so people can get the idea faster and starts to think whether this is the one that they are looking for.
There is also stated that if people may need details, they can log on to ACUVUE’s website at the very bottom of the page. Distinctive The ACUVUE 1 Day Moist contact lenses is the only daily disposable contact lenses with Lacreon Technology. In this advertisement, that unique element of this contact lenses is clearly put forward and highlighted to inform anyone who is looking at this advertisement. To make this advertisement stands out more from the rest is the highlight of ACUVUE’s promotion on this 1 Day Moist contact lenses, which is getting 5 lenses for free with every box while stocks last.
Promotion is what everyone loves and waiting for in a selling of a product and this ad approaches and attracts people with the promotion given. The size of the typeface for the promotion is bigger and easy to be noticed. Believable This magazine advertisement for ACUVUE 1 Day Moist is believable because it tells exactly what the product offers and do not go to the extent of exaggerating about it. The headline, copy, visuals, everything is shown based on what the characteristics of the product.
Moreover, in this advertisement, there is a statement of validation of the product by trusted body, which is Johnson & Johnson Vision Care data. The advertisement also provides basic scientific information about the product which can add up to customer’s confidence at the bottom of the page. The visuals used are also closely related to the nature of the product and what it portrays of type of people that choose to use ACUVUE 1 Day Moist contact lenses. Both the message and its rhetorical means are honest and ethical.