Creative Strategy Advertisement 1

Week 3

Post 1

Interesting Creative Strategies reflected in ads

Media: Print ad

Title: Dior Addict Fluid Stick

Sponsor: Dior

            This ad by Dior was taken from the back cover of CLEO magazine May 2014 issue. The ad is targeted towards females, particularly adults aged 21 to 50. The product of the ad is a “hybrid” of lip gloss and lip stick which goes by the name Fluid Stick.  The ad focuses on introducing the new product and its’ benefits to readers, at the same time convinces the readers that the product has great prestige. The ad uses the headline “ This is not a lipstick1”  to arouse readers’ curiosity and thus leading them to read on. Readers’ will then move on to the subheadline : “The one coat do-it-all hybrid lip fluid, high impact color, glossy shine, fabulous wear.” The subheadline further explains the benefits of the product, which is that the fluid stick is a convenient cosmetic as it is a combination of a lip balm, lip gloss and lipstick. Also, it has a variety of high impact colors too. The do-it-all lip fluid is brought out to overcome the problems that most women nowadays face, which is the convenience of using and bringing along less cosmetics.

            This ad uses the rational appeal to convince buyers, by emphasizing on the benefits that the fluid stick will bring about. Besides that, the feminine appeal is also used in this ad. This particular appeal is widely used in cosmetic and clothing brands ads, it aims at creating the impression of a perfect person. As for this ad by Dior, a beautiful model was shown using the Dior Addict Lip Fluid, the message is that the product will infuse the perfection or the stated qualities in whoever uses the lip fluid.

            Lastly, this ad uses a sophisticated and daring tone to deliver their message to the audience by focusing on the use of red color in the ad. That will create a memorable impression to the readers.

Signing Off : KoYin Lau 0308565