Over the summer, I saw this commercial a countless number of times. Every time I turned on the TV, this ad would alwys appear at least one time, if not more. Featuring Hungarian model Babara Palvin, L'Oreal Paris manages to advertise their new product, Magic Nude Liquid Powder. Babara Palvin is situated in a plain white room and is dressed in a white, flowy dress that is made to emulate the product. That is especially showcased when she jumps up into the air in slow motion, which is showcases how the foundation is supposed to be weightless.
When I first saw this ad, I was a bit confused, yet also skeptical of the product because of its vagueness. My first thought was what liquid powder was exactly. Is it a liquid foundation with powder in it? Then, they went on to explain that it was a liquid, water like foundation that when applied to the face "magically" turns into powder. But what do they mean by magically? Does the liquid evaporate into the air so that only the powder remains or does the powder suddenly appear out of nowhere? And how does shaking play a part in the transformation? I'm just filled with questions from this word. They obviously used the word magically because it has a positive connotation the evokes imagination and curiosity within the consumers so they will buy the product.
Also, it seems like companies, especially cosmetic companies, these days love using anything that has to do with France. It's become overused and quite annoying. In this video, Babara Palvin calmly says j'adore, which is French for I adore you. Quite honestly, that phrase doesn't have anything to do with selling this product, yet it's used because anything French sounds rich and luxurious. It's an example of reification. By just adding a french word, you can practically make any product sound expensive, even if it's not.
Ambiguity is used within this commercial when the word transform begins to disappear as Babara Palvin releasing some of the liquid. This is not only meant to show how the liquid actually makes a change to powder, but also to show how this product will transform your skin and make all the imperfections in it disappear. In this case, both meanings have a positive effect on the viewer since both effects work in their favor. They can get that same clear, refreshing feel as water with the liquid and the effective power of powder while still achieving a perfect complexion. It's a good marketing decision by the company.
When quickly looking at this commercial for the first time, a viewer would be drawn in due to the mystical and curiosity factor this product. Considering that, it's a very effective commercial, especially if it is constantly replayed on TV.
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