This is ad is such a beauty to me. The way the nail polish is whisking around just looks so pretty! And it's from Paris to boot! Personally, this ad seems so polished and innovative. But peeling through the layers of components that make up this ad, it ends up being just like any other ad fulfilling the same basic needs and using the same techniques to appeal to readers flipping through the magazine.
The imagery of the spewing nail polish is an aesthetic sensation and therefore appeals to the inner desire in all of us to look at what what's beautiful, creative, and such. I'm feeling this pull right now. Regarding the words and phrases, this Loreal nail polish ad also includes the need for prominence and possibly the need to escape. Reading the phrase, "42 Exclusive Shades," gives off a very arrogant and high-class sense to the product. The technique Snob Appeal goes with this need. So, by buying it, one might feel empowered as it can be thought to achieve a spot in the loop of prominence and elegance by using an "exclusive" shade of nail polish that most people don't have. This can also fit in with the need for autonomy.
Going back to the potential fit of the need to escape, throughout the ad, the word, "Paris," is mentioned several times. Four exactly (as shown in the images above). Paris is, to many of us in the United States, a foreign place romanticized with its famous Eiffel Tower, the language, architecture, and more. By saying this nail polish line is derived from Paris, Loreal appeals to the need to escape. As people buy the product, I would think that when they paint their nails, they'll imagine what Paris is like.
Seeing the phrase, "The hottest trends and colors from Paris," the technique Avante Garde is used too. Using terminology like "hottest" and "trends" are words that describe what's popular, up-and-coming, etc. Loreal is suggesting that its nail polish is the leading brand of all nail polishes which also ensures the needs for autonomy and prominence.
What I also found interesting was the tiny phrase, "Because you're worth it." Basically Loreal is saying that they are sharing with you these new and exclusive nail polishes because you are important. This phrase embraces the idea of consumers developing a connection with the brand, Loreal. It promotes the concept of "lovemarks" mentioned in the Frontline video, The Persuaders, where brands become more than just brands and give people a place.
After breaking this Loreal ad down and analyzing it, I am now able to see why I feel the way I do when I first saw it and understand how it the techniques and concepts it uses tend to inspire certain emotions.
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