Creative Content

The print advertisements will be full-page magazine ads in full color. Part of the theme of this campaign is to be more creative than standard cosmetic ads, “Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed through the visual design and copy.”(Advertising by Design, John Wiley & Sons, Page 18) Using the visual of the mascara smudging, and showing the solution tube of Maybelline New York Great Lash Waterproof Mascara next to it shows the consumer why they should use the product. “Providing a rationale for a functional benefit can turn consumers into believers.” (Advertising by Design, John Wiley & Sons, Page 84) I choose to promote the mascara with out even showing what it look like when worn so it would stand out from traditional cosmetic ads. Although the original Maybelline New York Great Lash Mascara formula is not waterproof, it won’t affect the image that it currently holds, still while communicating that non-waterproof mascara could be disastrous, “A brand or group can even compare its new and improved self to its former self.”(Advertising by Design, John Wiley & Sons, Page 112)

The photography style will allow the viewer to identify the location setting, what the women in the ad is doing, and clearly that she had encountered messy mascara, “When you determine what to emphasize and to de-emphasize, you are establishing a focal point.” (Advertising by Design, John Wiley & Sons, Page 159) The model will have exaggerated runny mascara so it will be obvious what the facial point will be. The typography will be consistent throughout the campaign but can be different colors to match the different scenario ads. “Selecting a typeface, hand making type, or using found type for its aesthetic value and the impact it will have on screen or in print is as important as the attention paid to imagery.” (Advertising by Design, John Wiley & Sons, Page 130) The photos will be edited and digitally adjusted in adobe Photoshop program so they can be enhanced for a professional finish. The layout and final advertisement will also be created in Photoshop.


Below you can see my one of my ideas in an 8.5" x 11" print advertisement.