Ashima Choudhary
Level – 105 (Kyle)
Homework Assignment – 3
Topic: Contrast between Two Advertisements
The obvious purpose of the advertisements is to sell the product by their impressive image of model, color contrast – background of image, mood, tone and psychology of the image of the model. I am contrasting two anti aging advertisements – Dove’s Pro-age and L’Oreal’s Revita Lift – of companies that are equally successful in their market. Both the anti-aging product companies are employing female models that are over 40. Furthermore, they are not using the word “anti-aging” to promote their product. Although, the products are similar, they are really having difference in their target market, imagery and message for viewers.
“I am not interested in age. People who tell me their age are silly. You are as old as you feel.” This beautiful quote by famous Swiss poet Mr. Henri Frederic Ameil applies to Dove’s Pro-age. When I look at the Dove’s Pro-age ad it catches my eyes not because she is 60 years old nude lady but she has confidence like a young woman. By showing a mature woman this ad shows that women should be proud of how they look. It also shows the world that we are women and proud of it. And, it also makes me feel proud to be a woman. This advertisement gives you a feeling that the strong, happy, and beautiful woman is like your own mother. Moreover, this advertisement shows the world that women embrace the change that maturity brings and celebrates active lifestyle. It looks like she still feels young and thinks young; she also appreciates having the wisdom that comes with aging. The target market of this advertisement is women who are over 50 years old and want to be beautiful women as they really are – with self-confidence, age spots, wrinkles and gray hair. At last the message of Dove’s Pro-age is really beautiful and appealing and that is “beauty has no age limit.”
On the other hand, the L’Oreal’s Revita Lift advertisement shows sophistication, elegance and grace of the women beauty. Endorsement by Andie MacDowell, a famous actress who is known for her beauty and intelligence, shows success and independence of a mature woman. The advertisement is very simple in appearance as the product is very well known. The image of the advertisement resembles a high society woman who always wants to be young and beautiful. This advertisement shows the model skin is so firm and healthy that promotes the sale of the product. “Younger Looking Eyes in a blink.” This logo says that it’s easy to apply. The target market of L’Oreal’s Revita Lift is 30 to 40+ working independent women. The image inspires women who think that age is just a number. Beauty is ageless and timeless.
“Beauty lies in the eyes of beholder,” very famous lines by the great poet John Keats. This is true beauty always lies in your own eyes and how you look at things. Both the ads are equally conveying the theme of their product. But I think Dove’s Pro-Age advertisement grabs the attention of their intended audience easily. The Pro-Age advertising is about celebrating women who are over 50 and widening the definition of beauty to show that real beauty has no age limit. Beauty is ability to accept yourself as you are. However, L’Oreal’s Revita Lift attracts upcoming professional women who are over 30. Ands gives the definition of the beauty of independently success women.
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