Both classic and modern advertisements for Maybelline are similar because they are both full of fascinating color theories, a clear header, vogue patterns and the images of the popular model to catch the viewers’ attention. Advertisements have always followed in the footsteps of vogue in that particular period in order to catch the audience’s eyes and draw them in. Both ads of the classic and modern have created the right design to catch their customers’ attentions. Because of this, more and more young women appreciate their own beauty. They always want to be perfect. Women have been adorning themselves with makeup and color for centuries.

The reasons why they do this are to make themselves more attractive, self-confidence, and to be more feminine. It’s to express their creativity, their beauty, to hide what they don’t like about themselves and to accentuate what they do like about themselves. Since there have been so many choices on cosmetic brands, women could choose their favorite from advertising. The goal of producing an attractive identity product creates the most emotive and entrancing image. While reading and decoding the signs in ads, we begin to know that ads use to represent advertised product, society, and us.

The image in Maybelline’s advertising is created by highly paid models, designers, photographers, and sometimes computer too. Maybelline has always used “hot woman” in their ads to attract people. The classic ad of Maybelline enjoyed strong growth in the US markets in 1982, but its goal now is to become a global mass-market brand in Asia as I can tell from the modern ad. Maasik and Solomon in their say “The meaning of a sign largely lies in its relations to other signs, both in its similarities to them and in its differences” (2005. 13 Asian models in Maybelline’s modern advertising have stood out among the American advertising.

Since American people know this brand pretty well, Maybelline uses Asian star, Ziyi Zhang, for their model to open up the new markets in various countries in Asia. Zhang is part of Maybelline’s success in the Asian market. She was Maybelline’s first Asian spokeswoman. Her commercials have been aired in China, Japan, and the US. You are probably thinking why Maybelline chose Zhang for their model to achieve the goal in the Asian market. Being youthful, vital, and self-confident and persevering, she has won people’s heart with her inherent charm and exterior beauty.

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She exemplified the youthful brand image of ‘beauty from your heart, perfectly and elegantly for Maybelline. The words of a language on both ads are a code that allows us to transform it into meaningful messages that could encourage the consumers’ desire. Maasik and Jack Solomon stated in the article “Brought to You B (u) y,” “By substituting desirable images for concrete needs, modern advertising seeks to transform desire into necessity” (146). People’s desires are always transformed by ads. Merchandises use advertising as a device for stimulating demand. In the modern ad, it has a clear and big brand name, Maybelline, on the bottom left.

They’re trying to let consumers catch its brand name more than the description, unlike classic ad. In the classic ad, the model has occupied two-third of the page and make up takes up only one-third description of the product on the bottom. This header is more efficient and resourceful than the modern one, with its slogan, “Maybe She’s Born with It, Maybe It’s Maybelline. ” The description for the classic ad: When it comes to soft, natural ways to make you blush, Maybelline gives you a beautiful start. You can choose Brush/Blush in eight believable shades. From romantic colors like Soft Fresh Peach to serious shades like Soft Mauve Plum.

Or try Brush/blush II in four exciting collections. Each with two complimentary colors a fresh and shimmering fresh. Like Copper Penny Frost. Because when you get a beautiful start on a blush, there’s no telling where it will end sexualized innuendo about the blush covering the rest of her body. Since Maybelline promoted Brush/Blush ; Brush/Blush II in early 1980s, they tried to give consumers more details about this product. Not only have their products satisfied to consumers, but also the different colors. Telling people that they will look beautiful once they wear Maybelline’s Brush/Blush ; Brush/Blush II.

In the modern ad, it showed, “Discover lashes you never knew you had Maybelline”. The original Chinese proverb from the streetcar advertisement said, “A picture’s meaning can express ten thousand words. ” Images affect us deeply more than words. They bypass the language part of the brain that translates things into words. They go straight to the emotional centers of our brains. The image is an advertisement from 1982; the intended audience is likely a woman who wants red on her cheek that could makes her livelier, and also to the people who wants to hide the flaws on their face.

The ad focuses on the model’s face. It easily to tell viewers, “Hey, look at my beautiful blush face! ” The modern ad has a very glossy image. Now, people would like to have a satiny face, so the modern ad catches the viewers’ attention very well. They understand people’s psychology and made it into a sale strategy, which it’s really perfect. To increase its production and life in field of application of standard colors, color plays an important role. The color in the classic ad is almost sepia-toned.

Solomon has stated that, “The success of modern advertising, its penetration into every corner of American life, reflects a culture that has itself chosen illusion over reality”(419). Contrarily, the background for the modern ad is blue, which is considered beneficial to the mind and body. They use blue to promote product related to cleanliness. According to a website, “Light blue is associated with health, healing, tranquility, understanding, and softness. ” In conclusion, most cosmetic advertisements provide a service to the consumers about their products by promoting the cultural and significance of their products.

We can find out how the range of color, the sense of style, spokesperson and composition similar or different from each other, by using semiotic analysis through comparison in order to reveal the cultural values. Advertisements make use of signs, codes, and social myths, and ask us to recognize and often to enjoy them. The modern advertising is greatly speeding up the promotional efforts for the application of the cosmetics market, and to promote the change from the classic ad. They have been helping women feel more beautiful for almost a century.


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