Dianna Ruiz
10 February 2013
Adam Webb
ENGL 1312
Illegal Length
Mascara is most commonly described as a cosmetic used for darkening,
thickening, and lengthening eyelashes. Mascara is produced by a variety of cosmetic
companies, such as Maybelline New York. Television commercials, such as the one used
for Maybelline’s Illegal Length Fiber Extensions Mascara, aid in depicting the full effects
of using this particular mascara. Maybelline also produces advertisements in magazines
to further promote their products. Maybelline successfully describes the “+4mm”
lengthening effects of the mascara in the magazine advertisement, along with a smaller
image in which a single eyelash is depicted showing how the product’s sealing formula
and added fiber extension work hand in hand to create the illusion of longer lashes.
Maybelline’s television commercial also successfully details the same information,
however with the addition of an actress, the company taps into the sex appeal of both
men and women, furthermore detailing the empowerment a woman feels with the
addition of makeup, a little black dress, and heels to her wardrobe.
Women are most commonly the target audience for makeup products. Lucky
magazine was launched in December 2000 and has since come to be known as the
“Ultimate Shopping Guide.” Lucky Magazine’s pages are filled with varying beauty
advertisements as well as articles detailing top clothing options and ideas. Although
advertisements in an issue of Lucky are most likely to be seen by everyday fashion
conscious women, a television commercial is most likely to obtain a wider viewing
audience simply by being placed in the correct timeslot or television channel. Either
way, each genre thrivingly describes the full effects of the Illegal Length Mascara. Both
detail how the mascara uses a sealing formula along with the fiber fix brush to possibly
reach the additional suggested length. Both advertisements also give the disclaimer that
results may vary. Because, quite simply, women love to feel a sense of power,
confidence, and sexiness, if completely convinced of the lengthening effects of this
mascara she would most likely be persuaded to purchase the new product the next time a
tube of mascara were needed.
By proudly displaying the company’s long lasting name brand, Maybelline, the
product is displayed and announced by a company, which has grown through the years.
Maybelline began as a home sold product developed by a chemist in the early 1900s and
has since grown to a worldwide brand. Using the company’s known motto, “Maybe
she’s born with it. Maybe it’s Maybelline,” along with the musical jingle in the television
commercial, the sense of nostalgia and familiarity strikes a cord within a woman, giving
her a sense of trust in the product.
Although exhibiting similar information, each genre holds true to its own
capabilities. Because the magazine ad is a pictorial layout and the space must be
purchased within the magazine pages, it can be shown as a single page layout or a double
page layout. Despite the fact that the mascara is a pictorial layout in a magazine, it
clearly displays the lengthening possibilities of the product, as well as showing how the
product works to reach its claimed lengthening effect. Assisted by the use of film and
actors, the television commercial can provide the consumer with the same information as
the magazine layout albeit bringing it to life. Constricted by only time, the company’s
advertising department is able to create a scenario, in which a sense of sex appeal is given
by using the product in one’s everyday makeup routine.
Using generally scientific explanations in layman terms, Maybelline explains how
the sealing formula, working with the fiber-fix brush, can stretch eyelashes in order to
seal the fiber, which causes the possible extension in a woman’s natural lashes.
Likewise, the commercial provides the same information with the help of animation in
the lash lengthening process. Although different genres, both incorporate the use of the
term “first” representing the product as “never before seen.” The phrase “break every
law…” in conjunction with the term “illegal,” portrays the product as “the bad girl,”
possibly tuning into the emotional state most women hold deep down. By describing the
product in this manner, a woman may now feel that she can use this mascara and possibly
project the “bad girl” side through her eyes. As with most products, Maybelline does not
hold back in displaying the fact that the “points of contact between fibers and lashes will
vary.” Unlike the magazine advertisement, the television commercial holds an additional
disclaimer, stating that the gaps found in the actress’s natural lash line, were filled with
lash inserts.
Describing the same product, albeit in different genres, it can be said that both
were successful in getting all important aspects of the product across to the consumer.
Successful in their own right, the television commercial held a bit more push in selling
the product with the use of music, actors, and props. The magazine ad, itself, can only
state the important facts of the mascara and, fighting against all other mascara ads in the
same magazine, the chances are slim that the product will sway a consumer one way or
another. Genres for the same topics can be found everywhere, however it is never
noticed to be of importance. It can now be proven that presented the right way a
consumer may be swayed to purchase a product with the right presentation.