GDC, Week 3: Tutorial
- Pei Enn
- May 7, 2020
- 3 min read
After choosing which topic to further from my wider context, I have also created another Mind map about how banners, commercial, poster's of Make Up deceives the consumers.
Copy Writing
So to attract people to look or even glance on your photo is to get their attention, and one of the way is to use words that attract them. And most of the terms used are to target consumer's self-esteem.
Straight to the point words, and exaggerating numbers.
The product also claim to be clump-free which also is a extra point given by potential customers.
Massive Reconstruction
Model or celebs are usually endorsing many brands, and there's to keep up with their flawless look, they go for appointments after appointments of facials and massage. But what if they don't always have the time to go for any appointment? Not a problem, all they need is load of makeup to cover it up! But how about lumps or acne scar that can't be filled? Well due to technology advancement we have photoshop, and with one click away everything will seem as it's never there.
I never meant to shame the people in the photo, it's just the unreasonable standard that they portrayed.
Even though it's not a lot of difference but photoshop is still photoshop!
Exaggerated
Of course after series of editing and retouching, the brands still wants to add a little unrealistic expectation of the product outcome. And with a little something extra they add element that aren't even related to the product itself.
The model either have really long natural lashes or it's just layers of false lashes.
A review of the product by the user.
The full makeup is to compliment the whole look, but if the buyer buys only the lipstick will they still have the same feel as the model?
Selective of Models
Brands doesn't only choose by the models appearance but also their reputation and personality. Not only if they have a good fan-based, the overall look and personality needs suits the campaign they're shooting. Bonus point to those that has distinctive facial features which could carry the product out.
Cara Delevingne, one of the Top Supermodel in the world, with here thick eyebrow, she could easily work the product, and known to have a playful yet eccentric personality, she suits the brand pretty well.
Beauty Brands Tagline L'Oréal Paris - Because I'm Worth it.
Maybelline New York - Maybe she's born with it, maybe it's Maybelline
Estée Lauder - Bringing the Best to everyone we Touch
M.A.C. - All Ages. All Races. All Sexes.
LANCOME - Declaring Happiness
Headlines
- Because it's not that worth it
- Maybe she's born with it, maybe it's Photoshop
- Declaring Genuineness
- All Pores. All Wrinkle. All Scars.
Sketches
*I spelled all the Genuineness wrong oops.
1. Happiness folds over to reveal what's underneath which is genuineness.
2. Genuineness and Happiness overlaps with a Anaglyph effect.
3. Model on the cover of the magazine, ripped opened the eye part which say the headline.
4. Anaglyph effect but the model's face, before and after makeup, with type overlay the face with Anaglyph effect also.
5. The " 'm " is pull away to reveal " t's not that".
6. Dot filled page, but moving dot words are moving.
7. Color of each headline will pass to the next headline that's below it.
8. Word sliding across each other, in a brick wall formation.
References:
Beauty Copywriter for Cosmetics, Skin Care & Hair Care Products, n.d., Susan Greene.
Five Things Every Model Should Do Before a Shoot, 2015, Quentin Decaillet.
A mascara ad from Rimmel was banned because it exaggerated Cara Delevingne’s eyelashes, 2017, Julien Rath.
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