Maybelinne New York Ad

In this entry, I will analyze Maybelline- New York Poster that I find out on Vietnamese Student 2! Actually, this poster analysis is my work from Business Enterprise 2 (BE2) class that I have to analyze a poster of my company’s competitor. When I analyzed that poster, I found out that it was not applied the design principles but it also uses the promotion strategies to catch the attention of the viewers and convince them to buy the product.

First of all, I want to explain a little bit about the promotion strategy that is applied into this poster.

That strategy that is called Buyer Readiness, there are six steps in that strategy
1) Awareness: make consumer know who you are
2) Knowledge: tell consumers about your products/services
3) Liking: makes consumer like your product
4) Preference: make consumers prefer your product over the others
5) Conviction: make consumer believe that they make a right choice when they buy your product
6) Purchase: make consumer buy your product

Awareness: Using rule of thirds emphasizes the model and she is also the dominant object in this poster. Therefore, at the first look, this beautiful model attracts the viewers, after few seconds, the viewers would ask themselves why does this beautiful ladies appear on this magazine? And then The huge word MAYBELLINE NEW YORK catch the view of the viewers and show them that this is the ad of Maybelline that come from New York. But this company could not guaranty that everyone could know what is Maybelline therefore the company added a slogan under the word MAYBELLINE which is “ maybe she is beautiful naturally, maybe because of Maybelline”. By reading that slogan, the readers have an idea that Maybelline is a cosmetic brand.

Knowledge: The cycle that is placed next to the model is the sub dominant object in this ad give the viewers fully of information about the product: the technology that the company apply to that product, how does this product make works and makes women as beautiful as the model in this ad.

Liking & Referencing: Actually these two steps come together at the first time when the viewer look at this poster. Go back to the Awareness step, the beautiful model attracts the viewer and the slogan makes them more curious to this product, the word New York inform the readers, especially Vietnamese people who like the foreign products and believe that they always have good quality that this product came from the US and the quality much be good. Next, the cycle gives the readers a lot of information about the product, the technology. Then the price appears suddenly, and it is very clever to put the prices in the end. After being attracted by much information from the beginning, the viewers should be very excited and when they see the price they should thing that that price is acceptable because they don’t have time to compare the price with other brands. In fact, this product is not cheap; it is around 10.000vnd more expensive than the other brands.


Conviction: just to make sure that the readers will buy this product, Maybelline add a small powerful sentence under the price “there are three different colors that are suitable for Asian ladies”, “suitable for Asian ladies” make the Vietnamese viewers think that that product is not only has the US quality, new technologies but it is suitable for Vietnamese ladies.