Thursday, July 29, 2010

Journal Entry Eighteen: Advertisments & Jefkins

Frank Jefkin has three basic principles for effective advertisement writing:

-The advertisement should be of value and interest to the reader.
-The advertisement should be precise, that is, get to the point as quickly as possible.
-The advertisement should be concise.

The advertisement I have chose is for Revlon’s new PHOTOREADY Makeup. The advertisement is making effective use of the commonly known problem of having bad lighting in a photo which may reveal unwanted blemishes on your face. By doing this, the advertisement is fulfilling the first basic principal by identifying the need of the consumer and centering their advertisement on that specific need. This is seen in the first line after the name of the product. It is in all caps and bolded and says; “NOW THERE’S NO SUCH THING AS BAD LIGHTING.” By doing this, the advertisement is also fulfilling the second principle of effective advertisement writing that the advertisement should be precise and get right to the point. The key target problem is not having makeup that is versatile in different lighting, specifically for photographs. Revlon is advertising that they have created a product that has solved this problem and they are quick and direct about it. The advertisement goes on to explain their product. They inform the reader that, “Photochromatic pigments bend and reflect light, for airbrushed skin in any light.” By telling the reader why their product is worthy in only twenty words, they effectively fulfill the third principle of being concise. They say what they have to say in the fewest necessary words. It is not so vague that the reader does not know anything about the product but is explicit enough that the reader gets a good idea of the product. They achieved this in only twenty words in the description! The writing in this advertisement is effective because it achieves the three basic principles.

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