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Advert Proposal
   By Paulina A
I am going to advertise Coco Chanel
The product …   lip stick.
                I have chosen to advertise Coco
                Chanel lip stick because the make up
                industry is very big and popular. The
                cosmetic industry is a profitable
                business for most manufacturers
                of cosmetic products. By cosmetic
                products, we understand anything
                that is intended for personal care
                such as skin lotions or sun
                lotions, makeup and other such
                products meant to emphasize
                one's look.
                Slogan: Dieu m'a donné le
                style, Dieu m'a donné la grâce. Dieu a
                mis un sourire sur mon visage! (This
                means: God gave me style, God
                have me grace. God put a smile
Ideologies …
 Expensive

 Good quality

 Glamour

 Worth having

 For an every day
 use
Target audience …
                Women who love make-up
                Women who want to look and feel
                glamorous
                Women that love Coco Chanel
                Women that are confident and
                independent and that don’t need a
                man to boost up their self-esteem
                Mostly wealthy/middle-classed
                women
                The two lifestyle categories
                which the target audience fits into
                is the Egoist(People who are mainly
                concerned to get the most
                pleasure for themselves out of
                life) and the Groupies(people who
                want to get accepted by those
                around them).
The Beauty Bunny - She
Social ranking class:                  believes that just because
The social class category in which      there is science in a beauty
the target audience lies is mostly      product, it will work. She is
social class A but I do think that is   into every new invention in the
can be social class B too.              beauty industry and reserves
    •A: High ranking managers in        her greatest enthusiasm.
 industry or the profession like law
             or medicine.
 •B: Middle managers in companies
   or public services like health or
              education.

Female stereotype:
The female stereo type for this
advert would be something in-    The Alpha Female – She is a
between the Beauty Bunny and the powerful professional whose main
Alpha Female.                    focus in life is her career. She is
                                 definitely in control, but her
Gender: Females                 entire life is work.
Maslow’s hierarchy of needs …
 The need I’ll be targeting
 for the audience is:

 Esteem(confidence, self
 -esteem)
Persuasive techniques …
 Beautiful people: Using good
 looking models as if telling us we
 will look like them if we use the
 product.
 Snob Appeal: This technique
 suggests that you can be like the
 expensively dressed, perfectly
 shaped, beautiful person who
 uses this product.
 Repetition: Slogans, images
 and brand names can be repeated
 and add creditability to a
 campaign.
 Anchorage: When an advert
 uses a caption to fix the meaning
 of an image.
Comes in twenty different shades      Design …
The cover of the lip stick is black
and gold
The bottom of the lip stick
contains the Coco Chanel logo.
ROUGE COCO SHINE Hydrating
Sheer Lip shine provides lasting
moisturizing shine in a water-light
texture. The formula glides on for
easy application, and a unique
HYDRATENDRE complex hydrates
and softens lips, giving them a
healthier and fuller appearance.
Available in a complete range of
shades, from delicate beiges to
dazzling berries, with a hint of
shimmer to enhance a glossy finish.
Extrathe attention is to be concentrated on advertso …
•Most of
         information about the the face the
model has to make strong eye contact with the consumers.
•The background for the advert is going to be quite dull and not
really colourful; you get very similar colours just in different
shades, e.g. black, a bit of white, dark navy blue and different
shades of grey.
•The model will be the most colourful object in the advert. The
reason for this is because the model is to be the main focus in the
advert because it is her that is advertising the product; therefore
she cannot blend in with the background (she has to stand out).
•She’ll be wearing a tight dark blue dress (just above knee length),
light brown leather jacket and light brown leather heels.
•Most of the light will be concentrated on the model and the
background will be kind of blurry. High key lighting is going to be
used to give the overall image a clear look.
•The model will be holding a blackberry in one of her hands while
the other hand will be empty with the Red Coco Chanel lip stick
beneath her hand to give an effect like she’s dropping it.
The model:
•Cheeky smile
•Curly hair
•The model is walking down the road
•Fierce body language
•Strong eye contact
•Face full of confidence
The Product:
•The product will be at the left bottom corner of the advert and will be fairly big.
I don’t want the product to take up too much space because that way the advert
will not be as effective. I also don’t want the product to be too small because the
consumer has to be able to see without squinting, so it has to be clear and visible
for everyone to see. The lip stick on the advert will also be red however there will
be a little caption saying: “Comes in twenty different shades, from delicate beiges
to dazzling berries.” The reason that I want this little caption to be there is so
that every consumer knows there is a range of shades and colours to choose from
which is hard to do just by looking at the advert, reason being the product on the
advert is in the colour red and the model lip stick that the model is wearing is also
in red so it would be hard to tell what other colours/shades there are (if any).
The model’s facial expression for my advert is going to be that of a strong and
confident woman. The aim is to look natural but confident and beautiful at the
same time. I have decided for the model to use direct mode of address. The
connotation of me using direct mode of address is that it stimulates an interaction
with every individual consumer.
Background… they’re all looking at her
•Men surrounding her and
•All the men are business men and they are all wearing suits
•The model is not wearing business clothes (to make her stand out)
•Model not wearing extensive make-up; only mascara and a bit of
eyeliner. This is so more attention is concentrated on the lips
rather than the rest. The focus point are the lips and not the rest
of the face, if the model was to wear extensive make-up it would
distract the whole image and the main focus would no longer be
there.
•She will be wearing red Coco Chanel lip stick and the reason for
that is because red is a colour that symbolises mostly guilt, sin,
passion and anger, often as connected with blood or sex. However
in my advert the colour red is going to symbolize courage and
sacrifice but mostly courage rather than sacrifice.
•The model is not paying the men any attention at all.
•She is an un-business woman in a place full of business men
•The model is representing independence, confidence, dominance
(woman/girl power) and of course ... BEAUTY!
•The background will be Canary Wharf.
The end! 

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My advert proposal

  • 1. Advert Proposal By Paulina A
  • 2. I am going to advertise Coco Chanel The product … lip stick. I have chosen to advertise Coco Chanel lip stick because the make up industry is very big and popular. The cosmetic industry is a profitable business for most manufacturers of cosmetic products. By cosmetic products, we understand anything that is intended for personal care such as skin lotions or sun lotions, makeup and other such products meant to emphasize one's look. Slogan: Dieu m'a donné le style, Dieu m'a donné la grâce. Dieu a mis un sourire sur mon visage! (This means: God gave me style, God have me grace. God put a smile
  • 3. Ideologies … Expensive Good quality Glamour Worth having For an every day use
  • 4. Target audience … Women who love make-up Women who want to look and feel glamorous Women that love Coco Chanel Women that are confident and independent and that don’t need a man to boost up their self-esteem Mostly wealthy/middle-classed women The two lifestyle categories which the target audience fits into is the Egoist(People who are mainly concerned to get the most pleasure for themselves out of life) and the Groupies(people who want to get accepted by those around them).
  • 5. The Beauty Bunny - She Social ranking class: believes that just because The social class category in which there is science in a beauty the target audience lies is mostly product, it will work. She is social class A but I do think that is into every new invention in the can be social class B too. beauty industry and reserves •A: High ranking managers in her greatest enthusiasm. industry or the profession like law or medicine. •B: Middle managers in companies or public services like health or education. Female stereotype: The female stereo type for this advert would be something in- The Alpha Female – She is a between the Beauty Bunny and the powerful professional whose main Alpha Female. focus in life is her career. She is definitely in control, but her Gender: Females entire life is work.
  • 6. Maslow’s hierarchy of needs … The need I’ll be targeting for the audience is: Esteem(confidence, self -esteem)
  • 7. Persuasive techniques … Beautiful people: Using good looking models as if telling us we will look like them if we use the product. Snob Appeal: This technique suggests that you can be like the expensively dressed, perfectly shaped, beautiful person who uses this product. Repetition: Slogans, images and brand names can be repeated and add creditability to a campaign. Anchorage: When an advert uses a caption to fix the meaning of an image.
  • 8. Comes in twenty different shades Design … The cover of the lip stick is black and gold The bottom of the lip stick contains the Coco Chanel logo. ROUGE COCO SHINE Hydrating Sheer Lip shine provides lasting moisturizing shine in a water-light texture. The formula glides on for easy application, and a unique HYDRATENDRE complex hydrates and softens lips, giving them a healthier and fuller appearance. Available in a complete range of shades, from delicate beiges to dazzling berries, with a hint of shimmer to enhance a glossy finish.
  • 9. Extrathe attention is to be concentrated on advertso … •Most of information about the the face the model has to make strong eye contact with the consumers. •The background for the advert is going to be quite dull and not really colourful; you get very similar colours just in different shades, e.g. black, a bit of white, dark navy blue and different shades of grey. •The model will be the most colourful object in the advert. The reason for this is because the model is to be the main focus in the advert because it is her that is advertising the product; therefore she cannot blend in with the background (she has to stand out). •She’ll be wearing a tight dark blue dress (just above knee length), light brown leather jacket and light brown leather heels. •Most of the light will be concentrated on the model and the background will be kind of blurry. High key lighting is going to be used to give the overall image a clear look. •The model will be holding a blackberry in one of her hands while the other hand will be empty with the Red Coco Chanel lip stick beneath her hand to give an effect like she’s dropping it.
  • 10. The model: •Cheeky smile •Curly hair •The model is walking down the road •Fierce body language •Strong eye contact •Face full of confidence The Product: •The product will be at the left bottom corner of the advert and will be fairly big. I don’t want the product to take up too much space because that way the advert will not be as effective. I also don’t want the product to be too small because the consumer has to be able to see without squinting, so it has to be clear and visible for everyone to see. The lip stick on the advert will also be red however there will be a little caption saying: “Comes in twenty different shades, from delicate beiges to dazzling berries.” The reason that I want this little caption to be there is so that every consumer knows there is a range of shades and colours to choose from which is hard to do just by looking at the advert, reason being the product on the advert is in the colour red and the model lip stick that the model is wearing is also in red so it would be hard to tell what other colours/shades there are (if any). The model’s facial expression for my advert is going to be that of a strong and confident woman. The aim is to look natural but confident and beautiful at the same time. I have decided for the model to use direct mode of address. The connotation of me using direct mode of address is that it stimulates an interaction with every individual consumer.
  • 11. Background… they’re all looking at her •Men surrounding her and •All the men are business men and they are all wearing suits •The model is not wearing business clothes (to make her stand out) •Model not wearing extensive make-up; only mascara and a bit of eyeliner. This is so more attention is concentrated on the lips rather than the rest. The focus point are the lips and not the rest of the face, if the model was to wear extensive make-up it would distract the whole image and the main focus would no longer be there. •She will be wearing red Coco Chanel lip stick and the reason for that is because red is a colour that symbolises mostly guilt, sin, passion and anger, often as connected with blood or sex. However in my advert the colour red is going to symbolize courage and sacrifice but mostly courage rather than sacrifice. •The model is not paying the men any attention at all. •She is an un-business woman in a place full of business men •The model is representing independence, confidence, dominance (woman/girl power) and of course ... BEAUTY! •The background will be Canary Wharf.