Analysis of 2011 Ad Campaigns by Fit Me Foundation (maybelline New York) and True Match Foundation (l'oreal Paris)

This paper analyzes the 2011 campaign ads for Fit Me foundation (Maybelline New York) and True Match foundation (L'Oreal Paris) geared towards persuading the women aged 16-65 years to purchase their foundation lines. Credibility from both ads come from different sources- Maybelline shows a sense of expertise by instructing women that "some foundations have opaque waxes and fillers that could cloud the skin". Upon receiving this message, women automatically conclude that their skins might be clouded because of their current foundation may contain opaque waxes and fillers. L'Oreal Paris on the other hand shows credibility by portraying a perceived sense of trustworthiness by assuring that "once you find the one...you never look back", hence indirectly affirming that True match would end women's search for the perfect foundation.

Maybelline New York's ad portrays physical appeal through the image of supermodel Emily Didinato (Icon), whose attractive natural beauty draws the attention of women who aspire to become like her (similarity). While L'Oreal Paris' ad does not show an image of a supermodel, it implies (through indexical images of the texture of the foundation) that their foundation is used by a measureable number of the population by asking women to "join the millions...who have found their one True Match". Both ads utilize the 'hard sell' approach by highlighting information about the positive features of the products. Messages in both are communicated using the 'real' approach as opposed to playing on 'emotions'. Maybelline asserts (through a straight-forward reading) that other foundations may "cloud the skin" but Fit Me is "beyond matching, giving a crisper, fresher and flawless skin". L'Oreal declares that True Match "matches the skin's unique tone, texture and clarity- for a flawless look every time". Messages from both have a two-sided appeal- both promise a perfect match and numerous shades, which do not present any observable discrepancies.

Maybelline and L'Oreal channel their messages through media campaign with numerous print ads in the leading women, fashion and lifestyle magazines such as Vogue, Cosmopolitan and Oprah. L'Oreal and Maybelline communicate the message by using an imperative and suggestive language, which instructs and suggests that consumers purchase their products. Maybelline and L'Oreal's ad are transmitted through the central route, which encourages consumers to thoughtfully analyze the strengths and quality of the products.

L'Oreal ad targets emotional female consumers since the ad is communicated through the use of a 'welcoming' appeal- "no more searching, no more guessing...join the millions of women who have found their true match). Maybelline on the other hand targets and appeals to the rational female consumer through