Over the past 10 weeks we have been learning about advertising and some differences between advertising and marketing and also what makes a good advertisement. Whether it would be something witty, funny, serious, or simple yet completes that grabs your attention with an advertisement. We have looked at advertisements that have stepped “out of the box” for normal advertising. Such advertisements like the Lemon Ad for Volkswagen or the 1985 ad for apple. These advertisements have pushed the world of advertisements to a whole new level. I have gained a better grasp on exactly what advertising is and why it is so important to the world. I have learned about some great advertisements and find myself analyzing advertisements every time I see one. Have I become a great advertiser with this class, no but I have taken a step towards learning how too. It is a long process and requires tons of teamwork to accomplish all the great ads we see today and in the past.
Most of my work for this class has been handed in on time with the exception of a few tweets, which I found myself having trouble completing on the weekends because of my night job. My bedtime on the weekends is 8am or 9am in the morning instead of at night. Some of my tweets were late because of this but even if they were late I still made sure that there were 7 tweets a week, every week. I will probably receive one zero on a blog because unfortunally I had gotten sick and was unable to go to class. But even though I was not in class I did however finish the blog that was due for that day. I have begun to understand advertising better with this class and hopefully with future classes my knowledge will continue to grow in the advertisement field.
Wednesday, December 14, 2011
Analysis of Project in the Real World
Below are testimonials from users of Bare Minerals by Bare Escentual.
Testimonials:
“As a makeup artist, Bare Minerals is one of my favorite to use on my clients. It gives their skin an amazing natural glow and allows the skin to breath. It is less likely to clog your pores and to give you an all-around clearer complexion.” ~ Danielle S. from Harrisburg, PA
“Buxom lip gloss is one of the best lip glosses that I have ever used. It is great for my dry lips and makes me feel better all around.” ~ Krisit from Rockledge, FL
“I have finally found a makeup that has lived up to all of its advertisements. I just wanted to tell you how great of a product you have created. My skin has never looked better. The makeup last all day and still looks great at the end of the day. “ ~ Alissa from Harrisburg, PA
“I just bought my first Bare Minerals kit a few months back and I must say how great my skin has been looking since I started using it. I have received so many complements on how great my makeup looks and also on how much clearer my skin is looking.” Brooke from Las Vegas, NV
“People don’t believe me when I tell them that my clear complexion is actually my foundation. That is just how natural looking and amazing your foundation is. I just wanted to say thank you for an amazing product.” ~ Lili from Chesapeake, VA
“Being a long time user of Bare Minerals, I must say that I would never use any other makeup. When it came time for my wedding and my in-laws took me shopping they asked me what makeup I wanted to use and they started to name off several different brands and I told them no way. The only makeup I was interested in was Bare Minerals and that was the only makeup I will ever wear.”~ Danielle D. from Las Vegas, NV
Promotion
For my promotion process of this project I will be creating magazine ads, billboards and a cover shot on Allure Magazine. For this I have contracted with photographer and makeup artist Arda and model Ashley. The photo shoot will be held at the Art Institute of Las Vegas with the hopes of creating an advertisement that is worthy of this product. We will have three different outfits for our model and Arda will be doing the makeup for this. We hope to create 2 or 3 different looks and to develop amazing photos. Below are some of the preliminary shoots from the photo shot with brief descriptions of each shot. 
This is an up close shot with our "natural" look. 
The Big Idea
“An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution."
For my vision I wanted to show the grace, beauty and elegance of Bare Minerals but not just the foundation but the eyes, cheeks and lips. The simplicity of some colors and the dramatic effect of the darker colors. It is something that is versatile between the “natural” look and the “going out” look. "The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational." With the use of pictures in their natural colors and black and white I want to show the variety of styles that you can create. “An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy.” My ads will use little words and instead of having a superstar model as the face of our brand, I want to show the real beauty on real people. I am happy to have Ashley as my model for this new campaign and I know with her we can achieve the many looks that I want to present with our makeup line. “Almost certainly, when you first learned to write compositions, you followed three general stages: (a) prewriting (or brainstorming), (b) writing, and (c) revising and editing.” The process will require some tweaks and some adjustments as with all great ads. It is a process and a long one at that. "Essentially, the idea drives your design decisions—how you create, why you select imagery and typefaces or lettering, and the reasoning behind your color palette selection"
Competitive Analyses
When it comes to makeup there is a ton of competition. Bare Minerals was the first mineral makeup to come out back in 1998. It began as an infomercial on QVC and quickly became a top selling brand. Later to follow was Mary Kay, Avon, Pur Mineral, Colorscience Mineral Makeup and M.A.C. Quick to follow was all the well-known brands like Cover girl, Revlon, and Maybelline. Each of this makeup’s offers the benefits of the mineral foundation that is healthier for your skin.
Bare Minerals can be bought in several places like ULTA, Nordstrom’s, and Sephora, their own stores and outlets as well as several online places. Makeup’s like Avon and Mary Kay can only be bought through there catalog or online websites which limits there market to people. Whereas makeup’s like Cover Girl, Maybelline, and Revlon have an extreme market base because they can be bought almost anywhere makeup is sold such as Walgreens, CVS, Rite Aid, Walmart, Target and several other places.
One thing that Bare Minerals did before was there Infomercial. I feel without this they probably would not have been as successful as they were. When they launched their infomercial on QVC they sold out of their product. The infomercial showed how effective the makeup is at covering all skin imperfection and giving an allover natural look and glowing skin. Bare Minerals braved the market and become the first mineral makeup to become successful and is still one of the most successful makeups in the mineral market.
Bare Escentuals: Slogan
"The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships."
—Leo Burnett
Using this quote as inspiration, I've decided to use the name of the product in my slogan. This way it is impossible for my audience to forget the name of my product. A slogan should be something easy to remember and quickly attracted everyone's attention. "Most people don't bother to read body copy. People who are engaged by the line and visual may go on to the body copy." Because of this reason I kept my slogan short and simple. My ads will have very little text and it will be more about the picture and color then words. You cannot sell make-up by a long body text people want to see what the make-up looks like and how effective it is. I want to promote the beauty, grace and elegancy of Bare Escentuals, Bare Mineral make-up. I have been a long time user and believer of the make-up and how effective it is that is why I am honored to be working on this advertisement campaign. Because I am hoping to achieve my reason to by this make-up through my pictures, for my slogan I have chosen "It's My Escentual, Bare Escentual" for my campaign for this product. “The key to coming up with a great ad is finding that one clear, concise, engaging idea. This holds true for all advertising mediums: print, radio, TV, outdoor, etc.,” notes Eric Silver.
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