Advert Research 1

The Audience
This advert features global superstar model Kate Moss who is promoting her new line of lipsticks for the brand 'Rimmel'. The brand is well known throughout the UK and is considered a drugstore seller meaning that this product is available to people of a demographic of A-E due to the inexpensive cost of their products. This magazine advert would have been targetting British middle/working class women of an age around 16 - 40 due to how the red is used in the advert.

Mise-en-scene
Kate Moss is positioned off centred to the left of the frame allowing for the text to be visible on the right. Her makeup is heavy with a dark smokey eyeshadow on her eyes and a bright red lip. This paired with the red dress creates a sultry atmosphere for the model as well as for the product as red is often paired with the ideology of romance. Kate is also looking straight into the camera which is a convention used to engage the audience, this creates representations of a confident woman as well because of her strong gaze which female audiences like to see. Her hair is curled and arranged away from her face in order for the audience to see the red lipstick as the main focus of the advert. The way her hand is gently resting on her face also implies a promiscuous emotion for the model.

Red is the main theme throughout this advert with the lips, dress, lipstick, logo, and text matching in the same shade of red. This is used to promote the shade 001 Rimmel lipstick to the audience further and to allow for their brand identity to become coherent. The black, red and white colour scheme works nicely together and highlights the most important aspects of the advert. For example, the text which is the most significant is highlighted in red as it is an eye-catching colour. 'new', 'red', 'created by Kate Moss' and 'London' are highlighted as they create Rimmel's brand identity. Highlighting London in red is used to tie in Kate Moss's British background with the companies British brand identity to further create continuity in the advert. The overall feel of the advert is quite classy due to the thin red dress and the makeup which creates ideologies of wealth and femininity.

Main Body
The brand's logo is positioned at the bottom of the advert with a white banner to make it stand out on top of the models dress. On top of the R for Rimmel, a red pictorial representation of a crown is used to create representations of the UK and the royal family. Beneath the logo, their slogan 'get the London look' is shown to further link the British theme of the advert together as well as to create a brand identity for the company. This remains a convention for the brand as it allows the audience to become familiar with their brand identity and therefore it allows marketing to become easier for the company.

They use a sans serif font in bold to emphasise how the lipstick is able to give the audience a bold look. This typography works well with the advert as it matches the sleek bold look of the product they are advertising. This creates a coherent advert which will then make the audience desire to purchase the product more. A pug is used in the top left corner of the advert to promote their website 'rimmellondon.com' where the audience can find further information on the brand and its products, they can also buy products from the website.

The way they use Kate Moss's signature on the top right allows the product to feel more exclusive as it is a collection made by her. This also feeds into the stereotype that an audience wants to look like and be these famous 'beautiful' models and therefore the brand is using that to their advantage to sell more products. The idea is that the audience would be more inclined to buy the product if they are to believe that they will look like the model, having Kate make the collection is a great way of doing this. The graphology of the signature is used well too as it looks like Kate Moss wrote it in the red lipstick she is promoting.

The language used is in a passive voice to try to persuade the audience to buy the product. "The first lipstick collection created by Kate Moss" recognises the fact that this is the first collection of makeup by this supermodel which then emphasises that the audience should buy it as its never seen before collection. Even though there are many collections similar to Kate Moss's line, the use of clever advertising seems like this product is exclusive. The text producer then uses a buzzword "New" to promote the product as impressive and amazing to the target audience. If something is 'new' it instantly creates ideas in the audience's minds that they should give the product a chance and buy it. The text producer also uses the verb "Get" to persuade the audience to buy the lipstick. "Get red that lasts!" this suggests that the product is worth the audience's money as it will last, this also creates representations of a good loyal brand which doesn't sell products that aren't good. 

Overall the advert is very coherent and uses colour and graphology well to sell a product.