This Maybelline commercial uses a lot of sex appeal to sell
their product. Women want to feel attractive and by watching the ad, they think
that the makeup will make them pretty. Shots of the woman with handsome guys give the
audience the idea that they can be with a man like that if they wear the
makeup. This use of transfer can be deceiving because the company can’t guarantee
those results. All of the actresses are staring directly into the camera and
the rest of their body language increases their sex appeal. The shots range
from long to close ups, with most being an extreme close up on the cheek because
that the part of the body that the product affects. The short shot duration
allows the director to ad in multiple quick shots of either the Maybelline logo
or the product itself. It constantly reminds the viewer what the commercial is
showcasing. The ad uses facts and figures when it explains how the makeup uses
certain pigments and gel to create the perfect tone. It also claims to gives
you skin a “waxed” and “fuller” look.
There are also loaded words including “fresh” and the phrase “100% you.”
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This advertisement is geared towards all types of women in relation to their race. It uses a variety of models throughout, which displays that it does not matter what your color is, you can purchase the product. A scene that captures the viewer’s eye is the product is being compared to other brands. This scene shows the model’s eyes closed when it explains the negatives of the other product, but then when the model’s eyes open, the narrator tells how this product is unlike the other brands. The use of the model’s eyes is significant because it uses sex appeal to draw in the consumer. Women feel as though this brand is the best. In the beginning, the model walks out from behind the wall that blurs her. This blurred image is meant to replicate the words that she is saying, “don’t mask me.” Then, when the image becomes clear, she says, “fit me,” which is the products name. This is done to show how the product will benefit the consumer. Loaded words are a heavy part of this advertisement. Not only does the narrator say the words, but they are also written on the screen. This gives the view a positive image of the product. Having the consumer hear as well as see these words reinforces the product’s benefits in the consumer’s mind.
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