Estee Lauder Ad Analysis

Advertising is the act of endorsing the public’s attention towards a product (Dictonary.com, 2018). Advertising is always present, though people may not be aware of it. Successful advertisements use persuasive techniques to attract the audience with elements such as colour, font, placement, cost. The target audience is particularly important as this will determine whether the advertisement is successful.
An Estee Lauder advanced repair night mask advertisement, found in Marie Claire, and a Sukin cream cleanser advertisement, found in Prevention are both skincare related but use different techniques as they have different target audiences. The Estee Lauder advanced night repair mask targets younger women whereas the Sunkin cream cleanser specifically people who use natural skincare products. Marie Claire magazine engages its audience of women between 20 and 40 years of

The Estee Lauder advertisement uses logos and ethos to persuade the audience. Logos provides logical reasoning to why a product should be purchased. In this advertisement it talks about the product soothing and hydrating the skin making you look fresher making it logical for someone to purchase the product. Ethos is used through celebrity endorsement in the Estee Lauder advertisement. It attracts more people and increases the chance of them remembering the product as they tend to associate the celebrity with the advertisement. On the other hand, the Sukin advertisement uses pathos and logos to persuade its target audience. Its target audience is middle-aged women but more specifically people who avoid large amounts of chemicals in their skincare. Pathos is the emotional response which you can associate with an advertisement like this. It attracts people who feel strongly about the importance of looking after the environment while also incorporating logos to give logical reasoning on why the product is a stand out