MAC’s Viva Glam advertisements have lured many to purchase special shades of lipstick and “Lipglass” while contributing to the MAC AIDS Fund. I think this type of advertising is powerful because consumers see the ad and know that when they buy the product they are helping out in some way. I also think the Viva Glam advertisements are appealing because they feature numerous pop icons, which always seem to grab attention. The most recent advertisements showcase Lady GaGa and Cyndi Lauper.
Advertising with celebrities inevitably attracts attention. Some consumers may buy something simply because their idol is in the advertisement, of course this can backfire when people who dislike the celebrity may not buy the product just because they promote it. Consumers may also be drawn to the celebrity appeal because they feel that if Lady GaGa (for example) is using the product, they’ll use it too. In addition to the celebrity appeal, the advertisement uses sex appeal. Let’s face it, sex sells, especially in women’s ads for women. Maybe it’s the idealistic notion that women have to be sexy, but it works.
MAC Viva Glam uses great tactics in raising money for their AIDS fund. Phrases like “let’s talk about keeping your love life, safe…and seductive” add to the sex appeal of the advertisement. And if that isn’t enough, Pamela Anderson in dominatrix style outfits will definitely sell lipstick. Using pop and fashion icons like Cyndi Lauper and Lady GaGa also amp up sales for Viva Glam products. MAC knows women idolize women like these and if we don’t, we will more than likely buy their lipstick.
No comments:
Post a Comment