Magazine Ads: How Products Are Presented to Female Consumers

It's no secret that magazines contain an overwhelming amount of advertisements. Advertisements in women's magazines are known for creating a unique image for a brand through vivid imagery and enticing copy. Let's take a look at three advertisements from the women's fitness magazine Shape and determine how each is driving female consumer behavior and brand perception.

Using its cream colored bottle and wheat graphic, Aveeno has created a brand image centered around being natural.With its slogan, "Naturally Beautiful Results", Aveeno is a brand targeted toward the health conscious consumer. Featured in a glass case for preservation, the gentle scent lotion is portrayed as pure and fragile.This metaphor tells consumers that their skin is fragile and must be protected from everyday damaging environments. This glass case seems familiar.... where have I seen this before?
Oh wait I have.It looks like the glass case that preserved the rose in Beauty and the Beast. This mental image only reinforces my understanding of protecting something precious. It's memories like this that help consumers understand the messages of advertisements.

Another enticement for females to purchase this lotion was given Oprah Magazine's Spring Beauty Award. Well if Oprah, the queen of television, thinks this is a great product, then it must be. Seals of approval and awards alleviate some of the potential doubt consumers may have about a product.

And if consumers need more affirmation that this is a great product, then they can just read the paragraph below the image. Luckily, if one doesn't feel like reading the whole paragraph then its easy to spot the product benefits already enlarged and in bold. "Gentle Scent Body Washes for 2X the nourishment"....WOW. Individuals reading this ad may put this advertisement to their cognitive map for this brand, eventually resulting in a potential purchase.

Fiji water has always portrayed itself as a status symbol. It costs more than the average bottled water and has a recognizable square shape. In this advertisement, Fiji uses a blue tint to represent being underwater and a female in a yoga pose to represent health and serenity. The Fiji bottle is integrated into the yoga pose, suggesting Fiji fits into finding life's balance.The essence of this image reminds me of one of my favorite Zoolander movies quotes, "Wetness is the essence of beauty".

The copy of this advertisement uses rhyming words to convince female that this water can also be consumed in a gym setting. Though the copy points females toward consuming Fiji at the gym, it mainly addresses the issue of the square bottle. This advertisement seeks to bring awareness that the square bottle can fit in life's cup holders. Therefore, there should be no reason to not have Fiji water with you at all times. The water itself is imported from Fiji, giving female consumers a sense of adventure and extravagance. Consumers of this $2 water, not only gain hydration, but an elevated status.

Who knew life could be so exciting with tampons! This advertisement uses a girl riding a moped to portray the sense of adventure that is prevalent in the millennial audience. The copy challenges females to live life to the fullest even during their period. What's interesting about this ad is that it is using tampons as an empowerment tool. It is almost comical to think of tampons as confidence boosters. But this ad may resonate with females who feel confined and burdened during their period. Females who want to explore and be care free like this ad, will be inclined to purchase.

The picture of the Tampax box is displayed, so consumers will recognize it on their next walk down the feminine hygiene aisle. The advertisement also seeks to describe the products most important benefit, "the best protection". Not only is the advertisement's image and adventurous message appealing to female consumers, it also addresses the common concern of leakage.