The two advertisements in this post are Cover Girl advertisements. The first, found on the left, is a Cover Girl print ad from 1964. The second, located above on the right, is a Cover Girl print ad from 2013. There are noticeable similarities, such as, the product image being in the lower right hand corner, the main image being that of a woman’s face, and the majority of the writing being in the lower left area of the ad. The ads are both clearly targeting women. However, there are many differences in the two ads. The 1964 advertisement, featuring Sheila Finn, targets a broader age of women. The ad featuring Taylor Swift targets a younger age of women. The choice of Taylor Swift on the Cover Girl ad targets teenagers and young women. There is also a difference in the appearance of the make-up. In the 1960’s it was promoted to wear visible make up. However, in the 2013 ad, Cover Girl is promoting just the opposite. Here, Cover Girl promotes wearing make-up that is natural looking. It is also interesting to note the expression of the two women in the ads. The 1960’s ad gives a light-hearted, cheery expression. While, the 2013 ad gives a more seductive, flirtatious expression. Another main difference is that the 2013 ad clearly has the Cover Girl logo printed across the top of the ad.
The 2013 ad has a more successful marketing strategy. In such a large field of beauty products, it is important to note which company is advertising. The largest font in the 2013 advertisement is the Cover Girl label across the top. The 1964 ad is targeting women who, in general, need or want to use make-up. However, the 2013 ad, primarily targets new make-up users. The ad highlights the fact of how natural the make-up appears. Many older women today use high-end designer face make-up sold at department stores. Because many of them have grown up using make-up and are now aging, they are willing to pay more for the ideal face make-up. The Cover Girl ad from 2013 targets two of their ideal potential customers – the young girl just beginning to use make-up to look older, and the older woman just beginning to use make-up to look younger. Both potential clientele are relatively new users to face make-up and would, most likely, not be looking to spend a fortune on designer make-up. The varying font size and bolding of words also allows the 2013 ad to present information more clearly than the 1964 ad. The 2013 ad addresses a more specific targeted audience and does so in a more clear aesthetically-pleasing fashion.