Robert DeFeo

Professor Lilley

ENG 101-15

9 February 2019

Analyzation of Aveeno advertisement

The advertisement that I have selected to analyze comes from a women’s magazine

called cosmopolitan. Cosmopolitan is the self-proclaimed “Women’s magazine for fashion, sex

advice, beauty and celebrity news.”(Aveeno, 2016) The specific ad I pulled from the magazine is

by Aveeno, trying to sell a skin moisturizer. The rhetor in the advertisement would be Aveeno.

The text would be the magazine ad in which the moisturizer is presented. The ad’s audience is

women. The Aveeno ad is an effective advertisement because of their use of arrangement, style,

and delivery.

The Aveeno ad is an effective advertisement because of its arrangement. The background

color for this advertisement is a baize which resembles a mixed person’s skin tone. The rhetor

made a smart decision by doing this since they managed to relate even the background to their

audience. I feel as if they did a pretty great job with the arrangement of this ad, especially with

the woman that takes up an entire one of their pages. By making her so large you can get a more

detailed image of what is being sold to you, this face moisturizer. You clearly see that all her

pores are clean and her skin extremely radiant. She is a woman of mixed ethnicity, which

ideally should translate to the reader that their product is not for just one ethnicity. Her facial

expression and glowing skin make her appear to be very content. The rhetor through doing this is

sending a subliminal message to our audience which reads, “buy our product and you will be as

content as her.” Moving on to the right side page of the advertisement we see a large, very ripe
kiwi dripping down a drop of juice into the same color green bottle. On the bottle, from top to

bottom the words read, Aveeno in black letters. Following that, “Positively Radiant”, MAX

GLOW infusion drops in a slightly smaller font. Lastly at the bottom in small font it says “total

soy & kiwi complex, then the word treat with a small target beneath it. I think the text on the

bottle is supposed to explain in a simple way what their moisturizer will do for the patron and

give a slight overview of what is in their product, kiwi.

The Aveeno ad once again showcases’ it’s ability to be an effective advertisement using it’s

style. I feel the rhetor has set an important mood in choosing the tone of calmness for this

advertisement. The feeling of calm and creams certainly go together hand in hand. We can see

this through contentment in the woman's face which I had previously mentioned. The rhetor

chose to present their information in an informal matter. By throwing up a ripe kiwi which

appears to be practically overflowing with juices directly into the bottle, they decided to take a

less serious and more literal approach to communicate the moisturizer. This touches on the

pathos, the ripe kiwi dripping into the bottle on the right side is simple yet pointed. It shows that

Aveeno’s product is coming directly from natural ingredients, hopefully appealing to health

fanatics as well. The rhetor chose to display the bottle as it comes on the right side of the page,

this could show their audience that they want to be transparent. Lastly, they added a small blurb

of text on the lower right-hand side of explaining their product a bit more in-depth than the rest

of the ad, something small so that they can be smooth but honest.

The Aveeno ad is an effective advertisement because of their use of delivery. It’s clear

that the intended audience for this product is women. I also don’t think this ad is specifically

targeting any particular ethnic group, which is amazing when it comes to delivery. The more

general appeal your product can have to an audience the better. I do however think they are
targeting younger and middle age women since the woman depicted in the photo appears to be

middle-aged. I think that the light colors in the ad are supposed to appear clean and smooth to the

reader so that he or she can subconsciously pull their own feelings about the product. The text

written by our rhethor on the bottle is very to the point too. The big bold name of the brand and

then “Positively Radiant” a super brief description of what this product is going to do to you.

Then the words “kiwi and soy” at the bottom, mark them as proud to include these healthy

ingredients in their product, emphasizing their importance and using the canon of memory to

ingrain that into the audience's mind.

Second to last we have our text blurb. The delivery of this blurb honestly appears so

powerful, first with the word “New” capitalized in green to fish in the attention of readers. Then

in a very serious manner, the ad uses all of these intense words like “supercharged, transform,

and unleash”, in their product description. That tone is insane, reading those words alone I’d

assume they were selling me superpowers in a bottle, but they aren’t, it's a moisturizer. Due to

the delivery of that blurb, I would honestly just have been compelled to buy the product. Now

last but certainly not least there is the small little incentive and bar code to purchase the item now

with Amazon's app. That delivery is ingenious! It’s not too humongous but it’s something

unique. The ability of a reader to now have a vehicle to purchase this product immediately after

learning about is such a good tool. Using Amazon also touches on Ethos, since Amazon is one of

the most known and credible distributors of products, it won’t be hard for them to trust this ad.

The Aveeno ad is an effective advertisement because of their use of arrangement, style,

and delivery. Aveeno has certainly made a name for themselves in the beauty industry, that

alone provides a bit of ethos. They are smart by selling their text transparently and touching so

heavily on the ingredients, kiwi, that they are using. This adds a bit of logos to their pitch. Our ad
also certainly fits the context of which it’s in, Cosmopolitan, a women's beauty magazine. I think

that the surface purpose of this ad, along with many other makeup ad’s is to sell a product to give

you healthier skin. Although they want to make it look like your skin will be just as healthy as

their ingredients will be. Diving deeper into a social lens, Aveeno is trying to sell us beauty. If

you don't have the skin complexion of the women in our ad, you clearly are not beautiful and can

be completely “transformed” by our product. I have without a doubt this ad campaign was able

to insight some of their readers to buy or at least be intrigued by the product.