Seven Deadly Sins






The advertisement shown above was released by Estée Lauder September 2015, for their new Pure Color Envy Liquid Lip Potion. The advertisement has been published in gossip magazines, on social media and billboards, in the US, Europe, the Middle East and Africa. The intended audience of the advertisement is probably the wealthy women, both younger and older, as Estée Lauder is an exclusive and expensive brand. The use of magazines, billboards and social media attracts all parts of the audience but especially the younger audience are reached by Estée Lauder in the use of social media,  gossip magazines and by choosing Kendall Jenner as their model. The older part of the audience will have a more serious view on the advertisement, as they are more mature and recognize the product and its quality. Mean while the younger audience may only seen the product as a part of being popular or getting closer to be like the model Kendall Jenner.
The advertisement features famous reality star and model Kendall Jenner during a ride through town on her scooter. The use of Kendall Jenner in the advertisement reflects mainly on a higher social class, as her image is very highly seen upon. The appeal of the product is also increased, by the use of Kendall Jenner, as the product is portrayed as being good enough for her. 

The deadly sin that is portrayed in the advertisement is envy, which is seen through Estée Lauders concept by the use of several techniques. The colors used in the advertisement is a scheme of cold tones except for the product, which emphasizes the beauty of the model and the product it self. The choice red for the product and the nails bring the product in focus as they are opposite from the colder colors use in the photography. Estée Lauder decision of placing the model on the scooter have a significant correlation to the slogan used in the advertisement, "Driven By Desire", as she seems to be driving through town by her desires. By including a picture for the product it self gives the audience a visual view on the product and not just how it looks on the model.

The advertisement only uses a few words, to create a clear point of the products name and to bring in the slogan. The use of few words also emphasize that the beauty of the product and the model are in focus. The lack of information on the advertisement about the product may show that the intended audience have a certain knowledge about the brand and the product. The name of the product "Pure Color Envy Liquid Lip Potion" is further establishing the purpose of the deadly sin of envy. The audience is persuaded to buy the product to achieve the beauty and perfection of the model, by using the product. The use of the sin of envy is also seen in the slogan "Driven By Desire" as it makes the audience act upon their desires.



Works consulted:

https://www.usmagazine.com/stylish/news/kendall-jenner-estee-lauder-pure-color-envy-video-first-look-2015277/







Comments

  1. UnknownOctober 29, 2017 at 5:48 PM

    I thoroughly enjoyed reading your post! I always enjoy reading about how colors can impact people's perceptions of an ad, or a picture, and I like you commentary about how the lip color is a warm color and the rest is cool so that the lip color stands out. I also agree with you when you said that it was a good idea for them to include a picture of the product instead of it just on the model. I wonder if there was anything you could have said about how the picture of the city is blurred out, and the picture of Kendall and the product isn't? Maybe how that could draw attention as well? Overall a very good post!!

    ReplyDelete
  2. AlexisOctober 29, 2017 at 7:48 PM

    I enjoyed your blog and I like the image you chose. I thought it was really interesting how you discussed the colors utilized in the ad and what effect they have. I agree that the colors were carefully chosen in order to emphasize not only Kendall but the lipstick which is the main focus of the ad. I think it helps to bring attention to the product.

    ReplyDelete
  3. Lauren GeneskyNovember 3, 2017 at 8:32 AM

    Great points made about where this would be found and the intended audience. I'd suggest reviewing your literary terms and techniques so that you can be as specific and as critical as possible when analyzing a text.

    ReplyDelete
  4. UnknownJanuary 7, 2018 at 7:21 PM

    Awesome post Karoline. I enjoyed reading it and I think you made some great points. I especially liked how you talked about the targeted audience and included background information to support the meaning of this advertisement. Further, I liked your analysis of the deadly sin of envy, whereas most people just see this as a lipstick ad, you were able to captivate why this type of image makes people want to buy lipstick or beauty products. What stood out to me is that you recognized that she was on a scooter and the slogan read "driven by desire". Very good post!

    ReplyDelete

Post a Comment

Popular posts from this blog

TED Talk Analysis

TED Talk:  The amazing story of the man who gave us modern pain relief , by Latif Nasser Summary: In this TED talk, medical historian Latif Nasser, tells the story of John J. Bonica. Throughout Bonica's life, both as a medical student and a qualified doctor, he lived a double life in which circus and wrestling was a major part. This combination of both causing pain and treating it enabled him to assess patient situations from different perspectives. Based on personal experience, Bonica discovered patients whose pain contradicted the expected cases and treatments. Bonica knew that while pain was a basic and, at the same time, very uncomfortable patience experience, the doctors had no focus on treatment. Based on this, Bonica's life was devoted to pain treatment, even after he became experienced the pain himself. Bonica wrote many books and was later recognized as the founding father of pain relief. Latif Nasser conveyed his message using the following techniques: Pat...
Read more

WHAT'S IN A NAME?

My name is Karoline Rosendal Hart ø  Mortensen. Coming from the Latin man name Carolus, which means 'free man', Karoline must mean 'free woman' . The name Karoline come in different version such as Caroline (Old German), Carolina (French), Karol (Hungarian), Karolina (Slavic, Old German). The name Karoline is well used over most of the western world, but mostly with C, the K-form is less used and is only used in the Nordic countries. I got the name Karoline because it is a traditional Danish maiden name that has been used for hundreds of years in Denmark. My parents chose this name because it shows my descendance, but at the same time people from all the world can pronounce my name. The names Rosendal and Hart ø are family names, Rosendal from my mother's family and Hart ø from my fathers. There are not many people in Denmark called Rosendal and /or Hart ø , and only two with that combination, my sisters and me. This gives me the opportunity to be un...
Read more

It was... I was...

It was, the summer of 2016 young, free and almost eighteen. Moving to a fare aware land with the whole world in my hand I was, excited, overwhelmed and totally scared I didn't know how I even dared. New experiences - all so crazy I certainly didn't have time to be lazy It was an amazing time at Millbrook High now I have no idea of how to say Goodbye. Being a Wild Cat was so much fun I can't believe that my adventure is almost done I was, grateful for the time I had with y'all crying, laughing, and running through the hall. In front of us is a new world with brightness and fun I know in my heart that everybody won
Read more