Final Project Part 4: Promotion

Above is a sample magazine advertisement for Benefits Bad Gal Lash. These advertisements can be successful because of several aspects. :

• The ad draws upon personal experience the consumer may have. "In advertising, when you draw upon common experiences—funny, sad, bittersweet—people usually relate to them. (Advertising by Design, Landa, 82)
• The visuals and text work well together and do not compete for attention. "If both visuals and words are competing for the consumer's attention, then it may cause confusion or a power overdose. The visuals and the words should work cooperatively, complementing each other (Advertising by Design,Landa, 97)"
• Its sets Bad Gal Lash apart from other brands.
• The magazine advertisement has great visual impact, which is key. "A campaign must have visual impact, whether a visual surprise, graphic interest, visual drama, or a breakthrough appearance. A creative approach in advertising must be appropriate for the product or service, and it must communicate and enhance the client's message—form follows function. (Advertising by Design, Landa, 204)"
• It has the ability of expand into a large, overall campaign. "An advertising campaign is a series of coordinated ads, based on an overarching strategy and closely related ideas and connected by look and feel, voice, tone, style, imagery, and tagline, where each individual ad in the campaign also can stand on its own. (Advertising by Design, Landa, 192)" The combination of the slogan and different graphics or photos can be used to create several ads, partnerships, and even events to create a campaign. 

Although the text ties the advertisement together it is still an image driven composition. "Image-driven compositions emphasize image and de-emphasize type. The image becomes the “hero” (Advertising by Design, Landa,155)" The image is what grabs the viewers attention and sets the tone for the ad.