Research Blog

My group is doing a Lipstick commercial. After some research, we ultimately decided on the brand L'Oreal Paris, in the color riche. 

In these commercials, we often see extreme close up shots (ECU) of the lipstick being applied on the actor's or model's lips. The majority of commercials for cosmetic brands focus more on women, which is stereotypical. In fact, all of the commercials I've watched while conducting research consisted of all women actresses or models. The actors often wear costumes of plain clothing, usually of one color or very limited variation. This is probably to draw attention away from the actor's other aspects besides the lips, or facials. The body language of the actor/actress in most lipstick/cosmetic commercials tend to be happy and energetic, expressing their joy of the product. The appearances consist of very natural styled makeup; nothing exotic to draw the audience's attention from the lipstick. 

The commercial sometimes uses ethos, including celebrities who've endorsed the product. 
This is an advertisement to show that even well-known celebrities used lipstick.
For example, Camila Cabello, Viola Davis, and Jennifer Lopez are well recognized partners with L'Oreal.
As they are viewed as opinion leaders, they are a means for companies to expand their market and improve sales while also having a significant impact on society.

Most of the non-diegetic sounds or background music tends to be upbeat, feel-good music. 
This could be seen as a pathos persuasive strategy, used to invoke a good feelings about the product to the audience. The color scheme of the actor/actress's costume and background of the commercial tends to be similar to the color/shade of the lipstick or cosmetic. Some commercials also utilize low shots in order to capture the power or boldness of the product. This almost gives off the vibe as if those who use the product become superior or accepted. 

Additionally, almost all of the companies advertisements end with their slogan "because you're worth it."
Which, according to research, is meant to emphasize self-confidence and conveys an uplifting message that unifies customers behind the brand. Since then, "Because We're Worth It" has taken on a metaphorical meaning that encourages women of all ages and socioeconomic backgrounds to value and believe in their own beauty.