Pitch Reflection

Advertising Pitch Reflection

Appeals

The main appeals we used are the need for autonomy, the need for prominence and the need for affiliation.

Need for autonomy: We would want our customers to develop their self-identity and uniqueness through our product. We want them to use our makeup products in creative ways to express themselves and develop their confidence.

Need for prominence: We want our customers to feel like they are important, equal and worthy. Our text type is not only just to describe the product, but to make the audience believe that they deserve admiration and respect, and using our products can help them establish a status of such demeanor

Need for affiliation: While we are targeting females, we also are trying to focus more on people of color. It is quite often that make-up companies tend to be non-inclusive of all skin colors in their products. We want to change this by making everyone feel like they belong and are part of the makeup community. Anyone should be able to use makeup as they wish.

Persuasive Techniques 

We used Bandwagon, Association, Celebrities, Beautiful People, Testimonial, Explicit claims, Intensity, Flattery and Charisma. These different techniques were chosen because they all caught the attention of the customer and made them feel included and important. Flattery, charisma and intensity was used to compliment the customer and make them feel important and worthy. Celebrities and beautiful people were used as many people look up to these famous, pretty public figures, so this indirectly makes a link between the celebrity and the product, thus selling the product more. Testimonial was also part of this as we had a quote where Rihanna herself talked about making this product for everyone and the importance in including everyone, which makes the customer believe that Rihanna does actually care about the people and their lifestyles. Association was a part of this as we wanted all types of people, especially people of color, to feel part of the makeup community rather than feel neglected. Everyone should be able to use makeup. It is bandwagon as there are big brands that are mentioned on the poster, so people would want to associate themselves to the brand (which can often build their social image). Makeup is a popular industry among the youth right now, so that also can encourage people to want to purchase. 

Awareness of Audience and Context 

While our audience was mostly women, we also focused a lot on people of color so that they could also feel included in the makeup industry. We were well aware of our social context,  which was about people of color being often under-represented in the beauty industry, and we used that in order to better fix social issues and appeal to a wider audience. This changed our whole approach to advertising our product, as we were more focused on appealing to the under-represented part of society and make people feel like they too are important and included. 

Images

We used two main images; one of Rihanna, a celebrity figure who runs the company as well, and her range of 50 foundations. The focus was more on Rihanna as she took up more surface area and was the focal point. This was done to attract the customer quickly, and slowly lead them to see the range of foundations. This adds to the overall aesthetics of the poster. 

Preparation for FOA 

I think that this presentation was very useful for preparing for the FOA, because it helped me look at advertising using the various persuasive techniques and appeals. For the FOA, I would need to be able to critically evaluate advertisements to see how they capture the audience's attention and deliver the information effectively, so I would need a good understanding of the appeals and persuasive techniques.