Media Log #10: Gwen Stefani's O.P.I. Collection

     O.P.I. is a popular nail polish company that is sold in numerous stores around the world.  They are known to have nail polish collections inspired by different celebrities, such as Mariah Carey, Carrie Underwood, and Selena Gomez.  This time O.P.I. is advertising their Gwen Stefani nail polish collection.
    When you think of Gwen Stefani, what do you think of?  Do you think of having a fun, great time?  Do you think of standing out from the crowd?  Well, that's what O.P.I. wants you to connect with their Gwen Stefani nail polish collection.  Through these immediate connections we make with Gwen Stefani, O.P.I is using the technique of testimonial.  They want us to associate Gwen Stefani's exciting lifestyle to her O.P.I. nail polish collection.  The ad even states and bold prints "Standout Color in Breakthrough Finishes," which also relates to her exhilarating life because she is always standing out in new ways.  
     In this ad, Gwen Stefani is depicted as having a great time, with her bright pink lips open and her bright, cool nails showing.  Her name is shown is big letter, so we are certain of who this person is.  Also, O.P.I.'s brand name is shown on the bottom left-hand corner, so we are sure of what nail polish brand has this collection.  Beneath Gwen Stefani's nails are the nail polish colors that are in her collection, followed by their names which relate to Gwen Stefani. 
    Going along with Gwen Stefani's lifestyle is the need for autonomy and the need for attention.  Her style is a little out there, but that uniqueness is what gets her noticed.  We want to stand out like Gwen Stefani, and at the same time, get noticed for being different and unique.  We can achieve this through wearing her nail polish collection. 
    The message portrayed in this ad is that we live a boring life and need this nail polish to made our lives exciting again.  With this nail polish, we will be able to live an exciting life like Gwen Stefani, and we'll never be bored again.  In reality, it's just nail polish, and it's only purpose is nail decoration.  But because it's associated with some many other things, we begin to believe that it could improve our quality of life.  
     The target market for this product is women ranging from the their teen years to their early 30s.  This age range is mostly when most women go out to party and have a great time.  Also, Gwen Stefani can be seen as an idol for some women.  She promotes being different, and many women want to stand out from the sea of lookalikes.  Also, nail polish is mostly used by women, so it would make sense that they would use Gwen Stefani to advertise it.  
      Overall, I though this was a pretty effective ad.  Although I'm not a big fan of the colors in her collection, I do beleive many women would be attracted to them because they are bright or attention grabbing colors that embody the rockstar lifestyle of Gwen Stefani.