This ad focuses on the appeal of flawless, perfect skin. The first thing that catches your eye in the ad is the woman’s face. The headline is purposely put in a clear color that resembles the girl’s skin. By putting emphasis on the idea of clear skin, it automatically makes the viewer feel self-conscious about their own skin, making them automatically serious about the flawless skin providing product.
Both the background and the girl’s attire are very plain. They are also both dark in color, creating a huge contrast with the pale, flawless skin. When actually looking at the woman’s skin, we can see just how unrealistically perfect it is. Her nose even seems to blend into her face, making it almost disappear. She has no normal pigment variation, making it even more obvious that the photo is photoshopped. By creating such perfect, porcelin skin the ad further makes the reader needy to achieve such perfection by buying the product.
The ad claims that being a pushover means allowing acne or facial flaws to happen. The warrant is that by using this product, you won’t be a pushover. The product itself is a play on words. The title of the product claims that by using it you will in fact be a proactive person, which is deemed desirable. Avril Lavinge is seen as a “rocker” or “bad-ass” apparently. This makes her a perfect candidate for the “non-pushover” of acne. Overall, the headline works to create an image of toughness and strength. From this, we can assume that having acne makes someone weak and a “pushover”.
It can be assumed by simply looking at this ad that appearance is extremely important to the audience. The woman in the ad has perfect, porcelain skin, healthy looking hair and is overall, attractive. By using a celebrity as the model, the audience has someone to look up to who they feel they can trust. Because Avril Lavine uses this product, I should too.
