A Covergirl advertisement showing their newest product, “Clean Matte BB Cream “for oily skin, endorsed by Zendaya. The advertisement implies a negative message to their viewers that oily skin is a problem and needs to be corrected by the product. By using celebrity endorsement, focusing on the text and writing, and sending a contradictory message, this CoverGirl “Clean Matte BB Cream” advertisement featuring Zendaya, reveals society’s standard of an ideal woman to imply women’s natural faces are not good enough.
This image begins with white bold letters at the top of the age “CoverGirl: Easy, Breezy, Beautiful Introducing Zendaya”. The ad is promoting CoverGirl new “Clean Matte BB Cream”. The image displays Zendaya as the main focus of the ad. The image reveals the product at the lower space of the ad. Next to the product shows a white daisy, half of the flower is dipped in the product. This ad targets women due to being placed in a Cosmopolitan Magazine, Issue July 2016, their magazine’s slogan is FUN – FEARLESS- FEMALE. Throughout the magazine shows similar ads for women.
The audience is for a typical women age of adolescents to forties. The onsumers mostly like are teenage girls due to the endorsement of Zendaya. Many advertisements use celebrity endorsements as a marketable skill to their consumers to advertise their products by using the celebrity for their fame and status in society. Celebrities are high status of beauty in the world. Zendaya is a nineteen year old American actress, singer, and dancer. She is best known as her part as Rocky Blue in Disney’s sitcom “Shake It Up”. Zendaya is also known for her outstanding looks on the red carpet.
She is a role model for the younger generations by getting involved in harities like the Children’s Miracle Network. She uses her voice to speak out against racial injustices while encouraging the youth to speak out their voices also. This makes the ad more approachable to the youth by using her as a CoverGirl. The image focuses on a close up shot on the model’s face by removing her hair away to reveal a perfect looking skin. The ad utilizes Zendaya as a figure to tell the viewer that their face is not flawless as hers. The image is framed to only show Zendaya’s face and the top of her blouse.
Her face has a texture of unbelievably smooth and flawless skin. Her warm skin tone gives out a radiant glow. This image shares an unrealistic idea of a perfect woman. Zendaya shows to be a possible credible source of the product due to the fact she’s wearing it, and her face seems to be perfect. Although being a celebrity doesn’t make Zendaya an expert on makeup for oily skin. The advertisement brings in Zendaya as a marketable skill to lure customers to buy the product for her perfect looks, with no qualifications like being a dermatologist.
An average woman’s face will appear to have blemishes surrounding the face, due to the fact that perfection does not exist. The viewer frequently contrasts their face and the advertisement to check whether it matches up. Sending the message to the reader, that their face is assumed to resemble the ad, and not how their face looks. Photoshopped image to give the unrealistic version of her, this influencing the audience desire to be as beautiful and perfect as Zendaya. CoverGirl shows through the ad that the idealistic woman is a tanned woman with long and luxurious hair, beautiful eyes, and a natural-looking face without flaws.
The ad tells us that Zendaya wears Clean Matte BB Cream in Medium to ive the audience the same impression of getting the same flawless results. The advertisement promotes the idea that society’s natural face of a woman is not beautiful by the use of the text shown in the ad. In blue and bold letters saying, “Introducing Zendaya”, seen as a new product, a new status of beauty to the world. Due to having oily skin, makeup tends to become oily and shiny. The text indicates that oily skin is not attractive for the viewer that produces as a problem for society. As an example of the text that a woman’s face is not good enough.
The text of the ad shows that oily skin s a problem with some women, “Oily skin has met its matte! “, but CoverGirl New Clean Matte BB Cream is the solution. This ad considers making the reader feel good about themselves by introducing the product to solve their problems, but actually single out the women’s flaws of oily skin. The advertisement gives the viewer two options ; either buy the CoverGirl “Clean Matte BB Cream” and look perfect like model Zendaya or don’t buy it and have oily skin. Indicates that unless the viewer buy CoverGirl “ Clean Matte BB Cream”, the viewer’s face will still be very oily and have flaws.
Matte is a tool to give a shine free appearance that is perfect for oily skin. The ad includes “Fine micropowders. To let skin, breathe. ” This quote indicates micropowder is useful by keeping oily skin shine free and helpful by not clogging up pores. The image tries to encourage the reader their face is not worthy by using text like, “You Were Born to Shine. Your Face Wasn’t. ” To imply on woman’s natural beauty with imperfections doesn’t provide them with the happiness that a face they have imagined of would define beauty.
A woman’s face shouldn’t lower their ability to ccomplish something if they have the ability to shine due to their personal skills, not their beauty. Our ideal beauty often relies on what we see in the modern mass media. Beauty over time changes its status. Women based their decision of beauty in what is beautiful and who is beautiful like looking through magazines like Cosmopolitan . Women are born with flaws, which are normal; they tend to use makeup to cover up and enhance their natural beauty. Women get criticized for wearing too much makeup, stating women don’t love their natural faces.
Despite the fact that, when wearing heir natural faces defines them as unattractive women. Oily skin is their natural faces, but the ad wants them to fix it with their product. “Oily skin has met its matte! ” , which implies the viewer’s face can be more beautiful than what it is. The advertisement gives out a contradictory message to indicate women should have natural beauty, but not their natural beauty. This generation has changed into more of a natural beauty than an over glamorous beauty. Natural women have been seen to have an ultra-beauty for themselves when they are perfecting looking.
Giving the idea of women’s faces cannot ive results as they want, but can be easily manipulated by the use of different products. The new CoverGirl Clean Matte BB Cream product gives hope to get perfect matte skin like the cover-model. She is shown smiling with a closed mouth wearing a peach color lipstick matching her peachy blush on her cheeks. She wears gold stud earrings and a simple white top that show a comparison of her skin-tone. The ad focuses on a natural theme throughout the image by using natural light, natural hair, and natural makeup. The ad stays in the natural and neutral color tones like beige, white, and taupe in the image.
The model has brown hair with golden highlights that softly lays on her shoulder, but away from her seems like natural face. A woman’s natural face is a bare face free of makeup or anything to change the appearance of their face like cosmetic surgery. Nowadays the natural face of a woman are defined as a little touch up on the flaws, enhancing their features, but not too heavy as like in the ad. In the ad shows a white daisy dipped in the product (BB Cream). This statement implies to say natural things (the daisy and viewer face) need to be touched up by artificial things ( the product) to enhance their beauty.
The ads give the idea of what natural beauty on a woman should look like. That the image shows a natural face even though the face is cover up in makeup. This gives the reader a tricky message on natural beauty. The ads imply that enhancing women’s natural beauty instead of using the original beauty women were born with. This generation currently wants a woman with a natural and perfect face to feel beautiful. Give the reader the impression of how natural beauty is seen. In conclusion, the purpose of utilizing celebrity endorsement, concentrating on the content and written work, and sending a conflicting message.
