Advert for Rouge Matt

The customer is the centre of advertising, therefore the aim is to arouse the target audience who wish to acquire the product being advertised (Solomon 2006). Through distinguishing the product and attracting the customer’s attention, the advert must then maintain the customers interest long enough to persuade the consumer to change their attitude and want to purchase the product (Jakstiene et al. 2008). The poster proposed promotes a two functioned matte and gloss lipstick, which is specifically designed to attract an audience of age ranges between 18-45, thus targeting a mixture of young adults and working mature women. Through utilising psychological principles, the poster aspires to engage the target audience into taking an interest into the new product and what is being offered. 

The concept for the poster is to maximise sex appeal for the target audience. The perception of the poster is vital as this will affect the consumer’s actual behaviour (Daugherty and Logan 2008). Perception is the process whereby individuals select, organise and interpret information which creates a meaningful image (Blythe 2013). The perceptual distortion in advertising highlights the importance of physical appearances (Dubois et al. 2012). Literature suggests attractive models are more persuasive; therefore through using a model that possesses interesting qualities, the possibility of the model being ignored by the observer decreases (Manz 1981; Armstrong 2010). Additionally, Cialdini’s (1971) six principles of influences propose we are influenced by people we like; as a result, Cara Delevingne was chosen to promote the product as she is currently the “face of the decade”; who represents high sex appeal in today’s society (Jones 2014).  

Trust and credibility is gained by potential customers through using celebrity endorsement (Amos et al. 2008). Furthermore, research revealed it is more effective to use celebrities than non-celebrities in adverts as this generates a positive attitude towards advertising and increases purchase intent (Petty et al. 1992; Hsu and McDonald 2002). Consequently, by using a popular celebrity this will create attention to the brand which encourages higher recall and increase sales (Erdogan 1999; Jagre et al. 2001). Furthermore, Popcorn and Marigold (2000) suggest women have a positive reaction to imagery, with additional research indicating 50% of young adult females have a tendency to compare themselves and their physical attractiveness with models presented in advertisements (Richins 1991; Martin and Kennedy 1994).  The Social Learning Theory (Bandura, 1977) posits  learning is a cognitive process due to observations, therefore the poster presents a role model who has admired status and someone who the target audience can relate to; this will increase the likelihood of potential consumers to adopt the modelled behaviour as the model is most similar to the observer (Bandura 1997). 

Furthermore, the Social Comparison Theory (Festinger 1954) postulates that people serve the need of self-evaluation through comparing themselves with other individuals, in particular, models shown in adverts (Martin and Kennedy 1994). Therefore, through modelling, the target audience will observe Cara Delevingne and believe by wearing the product, they too will have sex appeal, thus consumers will purchase the product to become more like the celebrity (Keel and Nataraajan 2012). Moreover, Picture size is a visual stimulus variable which is suggested to increase memory responses such as recall and recognition (Pieters and Wedel 2004). Through including a large picture of the model wearing the lipstick in the poster; this enables the product to appear more lifelike, therefore increases the stimulate thoughts or images of consumption (Percy and Rossiter 1983).

A vast range of literature suggests colour is a visual stimulus in advertising (Percy and Rossiter 1983; Lichtle 2007; Cyr et al. 2010); therefore colour perceptions were taken into consideration when focusing on the colour scheme for the poster. Research reveals the colours used in advertising increases persuasiveness and create good feelings, therefore red, black and white were chosen (Gorn et al. 1996). Literature suggests black is a stimulating colour which represents power (Geer 2014); thus the background  was used to empower women as well as to maximise the appearance of the writing and product (Blythe 2013).  In accordance to Kanner’s (1985) colour scheme, red reflects exciting, hot and passionate, thus enabling the customers to feel sexy and aroused by the poster. As red is suggested to be psychologically stimulating (Moore and Harris 1996); this can provoke the most response among individuals. Lastly, the text is outlined with white to add purity to the poster as well as, create a contrast which brings out the text therefore, increases visibility and draws attention to the poster (Desewal 2013).

Language also has a powerful influence over individuals and their behaviour (Martin and Kennedy 1994).  As consumers have limited attentional capacity, a simple name will attract and maintain the consumer attention. The simplistic brand name chosen is ‘Rouge’; this is easy to read, spell, and say, therefore increasing the ability for the target audience to learn and recall (Robertson 2007). The choice of language used is vitally important when focusing on conveying the message with the intention to influence the target audience (Krishna and Ahluwalia 2008). The use of loaded language such as: ‘Embrace, luxurious, captivating and richest’; aims to change the attitudes and opinion of the target audience (Leech 1966).  Literature suggests self congruity plays a vital role in influencing consumer behaviour (Ibrahim and Najjar 2007); this proposes both ideal and actual self-concept influence purchase intention (Landon 1974;Hong and Zinkham 1995). Consumers tend to search for products which show to be compatible to the consumer’s perception of themselves (Beerli et al. 2007). 

Furthermore, individuals high in self perceived attractiveness are more likely to feel attractive due to the impulsive decisions to increase their self-esteem by purchasing cosmetics which enhance one’s physical appearance and self-image (Lucas and Koff 2014). As a result, the desire for the product is aroused by promising transformation when purchasing the product; “embrace your inner glam” persuades the target audience to feel empowered and confident when using the product, while emphasising every woman has inner beauty within them and applying this lipstick will enable the consumer to associate being beautiful with the brand (Breuer et al. 2009). Furthermore,  in regards to Cialdini’s (1971) principles of persuasion, scarcity suggests products become more attractive once their availability becomes limited; through emphasising on the ‘limited edition’ consumers will be persuaded to act quick to ensure they do not miss out. Moreover, interest is held through highlighting key benefits from the product; this persuades the target audience to want to purchase the product. Additionally, statistics play a vital role in gaining the target audience trust (West 2014).  Through emphasising that ‘86% of consumers agreed to longer lasting effects’; this reassures the consumers of the benefits presented, thus increases reliability and trust for the product (DeConinck 2010).

Overall, the poster proposed aims to positively affect consumer’s perceptions and attitudes through using celebrity endorsements, statistics, persuasive language and colour perceptions to maximise the effectiveness of the advert. The messages presented in the poster are designed to lure and induce consumers to purchase the product (Kenechukwu et al. 2013).

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