Rhetorical Analysis of MAC Cosmetics Print Ads

Rhetorical Analysis of mack Cosmetics Print Ads macintosh Cosmetics is a non-traditional opus line that appeals to middle and upper-class workers who have to be assign free to express their true self. mackintosh is known for taking a rank(a) climb up to orna handstals, celebrating pop culture and individuality, and promoting make-up as a seduce of self-expression. In an industry where social appeal, sex appeal and charrhoodish appeal ar commonly personad by cosmetic companies to accent the notion of looking unexampleder or ascertaining more(prenominal) than(prenominal) inviting through the employ custodyt of a mugs products, mac defies traditional notions of femininity in its ads, setting themselves apart from other brands. mack uses non-traditional im hop onry to b be its products and elevates its brand as a high-end cosmetic line by limiting gross sales exclusively through online channels and department stores. With distri unlession in more than 43 count ries worldwide, mac appeals to a wide take to the woods of community, selling more products than any other nondrug store brand, and prides itself on catering to men and women, regardless of race or color. mack is unconventional in its denote approach and is well-known for organism provocative and interesting. At the forefront of the brands message is force sex activity equating, and they are committed to raising awareness and money for gender issues, such as HIV/AIDS and the transgender community, through their charitable organizations. In so doing, mac uses culture and gender issues as a centre to reach their target market, encouraging all(a) ages, all races and all sexes to embrace their personality. At the core of macintoshs message is creating an environment where people can draw up their own story, especially through the way they look. As the following advertisements demonstrate, MACs progressive advertising effectiveness relies on bold, often non-traditional r esourcefulness and the use of notoriety icons to celebrate individuality through the MAC look, appealing to peoples sense of self-expression and their appetency to be beautiful and plinth out. In so doing, MAC presents themselves as a brand that seemks to empower people and support e veryones individuality and creativity.The get hold of to be unique, to stand out, and to be an individual are all emotions MAC promotes in its advertising. One such example of this can be seen in MACs recent collaboration with Caitlyn Jenner (Figure 1) in which Jenner is the vox for a new MAC Cosmetics lip rouge, appropriately named Finally Free. The initiative is an effort to help the transgender community, with 100% of the return going to the MAC Aids Fund Transgender charity. By acknowledging the transgender community in its advertising, MAC communicates they are a tolerant, open-minded brand that supports diversity and knowl bump intoable(a) hit. This notion coincides with MACs mission sta tement All Races, All Sexes, All Ages. popular opinion thriving in ones own flake is what gives an individual their sense of yellowish pink. existence able to bring out inner dishful for the world to see, no matter what a persons gender, promotes the Finally Free slogan. The Caitlyn Jenner disposition represents Caitlyns mission of sacramental manduction her transition with the world, championing All Ages, All Races and All Sexes. The conclusion of this ad is to revolutionize people to buy MACs product while encouraging them to embrace life, in whatever form they choose. This ad makes an ethical appeal to those who support the spanking and transgender community by donating funds to MACs charitable cause, and due to Caitlyn Jenners celebrity status, MAC has successfully invoked an even larger audience by stretch the fans of this well-known celebrity figure. The decision to use Caitlyn Jenner as a MAC spokesperson represents the notion that beauty is found not only on the outside, as many cosmetic companies limit their focus to, but rather is some(prenominal) on the inside and outside. Jenner demonstrates that beauty is ageless and in order to learn beauty, people need to love their inner self. MACs decision to sign a transgender celebrity that is also over 65 years old, sends the message that age doesnt have to be a defining factor in how beauty is perceived.MAC is famous for its celebrity collaboration collections, and this is especially true with MACs oral examination GLAM line (Figure 2), the first of MACs cosmetic products marketed to raise money for AIDS. Begun in 1994 during a time when other makeup companies were development famous supermodels as the faces of their advertising campaigns, MAC chose to go the unconventional route. Featuring notorious drag queen RuPaul as their first viva GLAM spokesperson, the VIVA GLAM ads include the tagline, We wont look drop on you, and we wont intimidate you, because we know what it was like to be pi cked on by the cool kids. And guess what? Now were the cool kids. Since then, advertising of the VIVA GLAM line has featured such celebrities as K.D. Lang, a Canadian sapphic singer, and music legend/AIDS activist, Elton John. More recently MAC has included glamorous celebrities as spokespeople for the VIVA GLAM line, including Cyndi Lauper, Lady Gaga, Rihanna, and Miley Cyrus. While Gaga and Lauper are long-time AIDS advocates, Rihanna is known as a charitable voice for young generations. MAC also enlisted Nicki Minaj and Ricky Martin, daring people to Be Bold, Be Beautiful, Be Safe. These ads have succeeded in positioning MAC as a very hip company, catering to people who are open to accepting airy lifestyles and beliefs, while furthering MACs commitment to HIV and AIDS and promoting safe sex behaviors. The purpose of this ad campaign is to inspire people to buy VIVA GLAM lipstick and promote values of acceptance, diversity and glamour across MACs diverse range of products. By a pply culture and gender issues as a doer to reach MACs target audience, the ads successfully drive demand for their progressive makeup as a form of self-expression. Additionally, the ads utilize bold colors to observe peoples eyes and appeal to their emotions by donating every cent of the selling damage of the VIVA GLAM lipstick toward helping women, men and children living with and affected by HIV/AIDS. The VIVA GLAM spokespeople reflect the cultural narrative of diversity, personal pleasure and embracing inner beauty.True to MAC Cosmetics non-traditional use of imagery to advertise its products, MACs Strength Collection (Figure 3) uses the tag line Flex your femininity. Featuring product name such as Posed, Brains and Brawn, Inner Strength and Absolute Power, the military strength collection uses a photo of a egg-producing(prenominal) form builder, driving property the cultural narrative of inner strength, empowerment and beauty in MACs ads. Choosing to use Jelena Abbou, a Serbian-American competitive body builder and fitness model boom in full makeup and a shiny black habilitate promotes the musical theme that men and women are equal. Men are perceived as strong or tough whereas women are considered dainty and fragile. Having a women body builder in MACs ad demonstrates that beauty comes in many divergent shapes and sizes and that gender doesnt matter. The purpose of the ad is to grab peoples attention through the use of the striking and unusual imagery. The text Strike a powerful pose, stand out and re furbish up the notion of beauty, paired with the image of a feminine body builder further creates interest and contrasts with traditional makeup advertisements utilise by other brands. By successfully glamorizing Jelena and highlighting her beauty and femininity, MAC contradicts the mainstream idea that women bodybuilders are masculine, thereby furthering the notion of gender equality and inner beauty. The use of a female body builder is a big example of driving home the cultural narrative of inner strength and beauty in MACs ads and demonstrates that beauty comes in many different shapes and sizes. Whereas most cosmetic brands feature idealized images of the female body to sell makeup, MAC contradicts dominant ideas about femininity, focusing instead on the psychological emotions of sanction and self-esteem achieved from inner beauty.In a similar fashion of using striking imagery, MACs Style Warrior ads (Figure 4) were made to celebrate the cross-cultural sophistication of the current Amazon Princess, African Queen, Crouching Tigress The ads emphasize makeup as a form of self-expression, promoting a diverse color palette featuring bronzing shades for lips, cheeks, eyes and nails that bring through skin looking glowing and radiant. The makeup line is full of bold colors with shades suitable for a wide variety of skin tones. The ads succeed in drawing peoples attention due to the dramatic and non-traditional cover of makeup that is almost reminiscent of painted works of art, emphasizing makeup as a form of self-expression. By combining this bold imagery with the bold headline Style Warrior and the subsequent text that describes every woman as having an inner wild thing, MAC suggests that makeup is a large way to embody different aspects of a persons personality. By appealing to peoples need and desire to feel confident and beautiful, MAC succeeds in communicating the idea that buying their product will help to make people be bolder and more glamorous.Building on its philosophy to create makeup for all ages, sexes and races, MAC launched a contest in the fall of 2015 called MACnificent Me. The contest invited MAC fans to submit a photo of themselves, along with a 100-word life mantra, illustrating their style, heart, and soul. From the submissions received, MAC chose six everyday people, including Hispanic, African-American and Asian, to represent the MAC brand, providing each success with a MAC makeover. The resulting MACnificent Me ad (Figure 5) celebrates diversity and is all about being creative, confident, and true to ones self, encouraging consumers to look beyond model stereotypes and use MAC cosmetics in an individual way. The six unique individuals from all around the world, including men and women, both young and old, all proved to be magnificent in their own way. Challenging the supermodel stereotype traditionally portrayed in cosmetic ads, the MACnificent Me winners consist of a plus size woman, a gay man, and a transgender woman, to name a few. The cultural narrative is all about decision beauty in the everyday and moving away from traditional mass-produce notions of beauty. MAC succeeds in encouraging everyday people to experiment and see cosmetics as a way to promote individuality. Using names such as Make Me Proud and Its Really Me for its product line, the MACnificent Me campaign serves to define a new beauty standard, in which everyone is beautiful, no matter age, race, nationality or body shape.The cultural narrative of beauty is to make the average woman and even man feel more attractive and more confident. numerous people today use cosmetics to fit in with the crowd whether its gender, age, or profession. Especially when it comes to ones profession, cosmetics boost your look and self-esteem making one more presentable in meetings, interviews, or the everyday workplace. The use of cosmetics promotes people to feel better and comfortable in their own skin. MAC Cosmetics advertisements are not specifically aimed at one gender, but instead cater to men and women, regardless of race or color, promoting empowerment, diversity and strength. MAC embraces gender equality and uses its advertisements to explore and celebrate inner beautydefining beauty using a combination of bold, striking imagery, captivating text and iconic celebrities in their ads. As a leading cosmetic manufacturer, MAC has gained strides by successfully representin g cultural equality, individuality and self-expression and they continue to stay on the cutting edge in the cultural movement. Although MAC often incorporates famous celebrities in their advertisements who are known for their glamorous appeal, MAC has placed less emphasis on traditional markers of beauty and femininity than many of its competitors. MACs advertising approach challenges the average found in traditional cosmetic advertising conventions, narrowing the definitions of female beauty. As a result, MAC has successfully positioned their messaging so that it is not undermined by glamour and sex appeal, but rather focuses on beauty being found in the uniqueness of individuals promoting feeling better and comfortable in ones own skin, embracing ones own personal perception of beauty (versus mainstream societys) and challenging traditional gender role associations.MAC Cosmetics is in the melodic line of making people feel like their best selves. Their ads empower people to embra ce self-expression. Their intended audience began as primarily young women but has evolved to include men and the transgender community, specifically 18-49 years old. This age group meets the inevitably of their consumers in terms of gender, income, ethnic background and family circle. Through the use of celebrities in their advertisements, MAC has successfully invoked an even larger audience by reaching the fans of those well-known celebrity figures. As a leading cosmetic manufacturer, MAC has gained strides by successfully representing cultural equality, individuality and self-expression and they continue to stay on the cutting edge in the cultural movement.