(Source: CLEO Magazine September 2013)
Media: Magazine Advertisement
Ad title: Target hit for Tender & Fairer skin by Bio Essence
The celebrity face catches the eye of the readers at once when the page is turn. "Target hit for Tender & Fairer skin" is the headline that grabs the attention of readers as it is related to readers whom wants to have tender and fairer skin like a celebrity.
Headline: Target hit for Tender & Fairer skin
Sub Headline: Skin Consumes Bird's Nest
Body Copy: 1 Enhance Penetration of subsequent skincare. 2 Boost Absorption of skincare nutrients. 3 Advance to tender & fairer skin.
Step 2 Advancer: Bird's nest nutri-collagen & whitening advancer (promotes absorption of subsequent skincare products) (nourishes and hydrates skin)
Bird's Nest - Bird's nest is rich in proteins, carbohydrates, minerals, amino acids & collagen, which nourish the skin for softer, more supple tender & fairer skin. It contains Epidermal Growth factors which directly promotes cell division, regeneration & repair, hence it is known as the DNA for beauty.
Bird's nest nutri-collagen & whitening advancer works more than a toner! Not only does it refine pores, it also promotes optimal absorption of skincare nutrients, moisturizes & brightens skin, hence preventing formation of fine lines for softer & smoother skin.
STEP 1 Cleanser Bird's Nest Nutri-Collagen & Whitening Cleanser(deeply cleans and remove impurities) (keep the skin moist and soft) STEP 3 Essence Bird's Nest Nutri-Collagen & Whitening Essence(nourishes to enhance skin vitality) (whitens skin for fairer skin) (refines and smoothens skin) STEP 4 Cream Bird's Nest Nutri-Collagen & Whitening Cream (restores skin elasticity) (revitalizes & brightens dull complexion) STEP 5 Mask Bird's Nest Nutri-Collagen & Whitening Sleeping Mask (nourishes skin with bird's nest collagen,nutrients,arbutin & minerals) (optimizes skin renewal process) (wake up to healthy, radiant & supple skin)
The Ad Strategy: This advertisement uses one of Gunn's 12 Master Formats of Advertising which is Ongoing of character or celebrity as Bio Essence wants to be associated with a celebrity ambassador so that readers can be reminded that the celebrity, Linda Chung is a representative of the brand Bio Essence.
Slogan: Bio Essence Bird's Nest
Visuals: This ad features the gold colour background to enhance the beneficial factor that the product will give the skin a glow like the colour which attracts the reader. It also has the visuals of the product place in the advertisement like the cleanser, advancer,essence,cream and the mask to show how the actual product will look like to the readers.
By: Wong Mei Yee
This comment has been removed by the author.
ReplyDelete"The celebrity face catches the eye of the readers at once when the page is turned*".
ReplyDelete"The Ad Strategy: This advertisement uses one of Gunn's 12 Master Formats of Advertising which is Ongoing of character or celebrity as Bio Essence wants to be associated with a celebrity ambassador so that readers can be reminded that the celebrity, Linda Chung is a representative of the brand Bio Essence.
(continued)
Readers like to associate themselves with celebrities because celebrities in general are looked up to by the general public. They are usually successful, beautiful and they portray a kind of vibe or lifestyle that the public wants to emulate. Hence, celebrity embassadors are always good strategies."
(Blake) Chen Kee Wei