Advertising Appeals and Executional Styles
Smashbox’s advertisements present positive impressions and are extremely desirable to their target market. Their ad’s immediately captivate their readers, viewers, and or listeners attention! Smashbox continuously sends messages through their advertisements that create an interest to the consumers for their products. Which in turn motivates them to purchase them.
Advertising appeal- a reason for a person to buy a product.
Admiration- frequently highlights celebrity spokespeople.
Ex: Smashbox Cosmetics is constantly promoted through celebrities and famous models. Smashbox Studios is a premier photo and film studio in LA that regularly hosts photo shoots, film shoots and events for photographers, producers, and celebrities. In 2002 IMG and Smashbox Studios began hosting LA Fashion Week at their Culver city location. Smashbox Studios also holds an annual photography competition for young photographers and photo assistants known as F.A.C.E. OFF (Fashion Advertising Celebrity Editorial).
Vanity and Egotism- are used most often for expensive or conspicuous items.
Ex: Smashbox sells makeup products that can be pricey and superficial but are completely worth it and appealing because it enhances your beauty and is excellent in quality!
Environmental Consciousness- centers around protecting the environment and being considerate of others in the community.
Ex: Smashbox is an earth-friendly company. They carry a Green Room collection that takes social consciousness to the next level! They produce environmentally-friendly formulas in recyclable packaging and also plants a tree from the proceeds of each item they sell! “ GO GREEN while getting gorgeous.”
Executional Styles- message execution is the way an advertisement portrays its information.
Fantasy- creates a fantasy for the viewer built around use of the product.
Ex: Smashbox demonstates this by promoting their products through celebrities- which we (society) associates and thinks of as being perfect and flawless people. In turn, it shows when wearing Smashbox products we too can appear starlike and get that million dollar look that most of us strive to have!
Mood or Image- builds a mood or image around the product, such as beauty.
Ex: Smashbox products enhances our beauty and a lot of their products are created to keep our skin healthy and young! Smashbox’s HALO HYDRATING PERFECTING POWDER reduces fine lines and wrinkles in 10 minutes. It is the first anti-aging powder with the science of skin-care built in. Its formula consists of pure gold, 48 minerals, 11 amino acids, and a powerful peptide that delivers anti-aging benefits while the patented hydration system revitalizes the skin for a brighter and more radiant complexion all day!
Demonstration- shows consumers the expected benefit.
Ex: Smashbox provides many tutorial videos on their website (smashbox.com) that demonstrates the effectiveness of their makeup products. This proves to their consumers that their products do indeed enhance your beauty and will satisfy all your hopes! Smashbox is truly unlike any other makeup brand. They share all their insider beauty secrets, tips, and tricks with us. The videos show how to achieve certain looks, and teach you to apply your makeup and look as if it were professionally done!
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