What Makes A Successful Advertising - 1336 Words

I was eating dinner with friends the other evening, and one of my friends made a comment I seem to hear a lot. I’m not influenced by advertising, she said. I then pointed out that U.S. companies like General Motors, for example would not invest $4.2 billion dollars last year on something they thought didn t work. (Laya) Companies use advertising to produce returns, similar to any other investment. The reason that my friend (and, I m guessing, many of your friends) think advertising doesn t work is that they think advertisements are trying to make them immediately do something. They are wrong. Successful advertising rarely does well through argument or calls to action. Instead, it creates progressive memories and feelings that†¦show more content†¦She has beautiful soft lips that appear to have EOS lip balm on them. To the left of her mouth, the woman holds a striped, pink, ball-shaped lip balm, held in her hand to inadvertently guiding the viewer’s eyes to her lips. A few strands of hair flow down around her jawline accompanying her hand in framing the woman’s face. As you continue down the page, the woman’s arm guides you from her hand down to a bracelet with the same striped, pink, design of the lip balm she is holding. Next to the bracelet is a description of the lip balm with a heading that reads â€Å"get noticed with visibly softer lips†. This advertisement sells its product by leading viewers to believe that if they use this product they will be more attractive. Likewise, Burt’s Bees placed an advertisement in Glamour Magazine featuring a new lip balm from their company. Similar to the EOS advertisement, this full-page spread features a close up of a woman with voluptuous lips with a picture of the lip balm at the bottom next to a tag ling promising results. However, in the Burt’s Bees advertisement the entire face of the woman is pictured and the whole advertisement appears to be hand drawn. The woman’s hair, which appears to be somewhat unwieldy, begins at the top of the page and frames her face stopping at her jaw line. Her eyebrows are drawn unevenly and below that she has one eye open and one eye closed in what appears to be a wink. The woman’s nose is centered directly in the middle of the page