MED 1:
Oil of Olay

The purpose and function of this advert is to persuade its audience to buy the Oil of Olay product. It informs the audience on the availability of the product and also educates them on its scientific background which has been strenuously thought out to ensure that the best possible product is made so that the best possible results are achieved.

This facial product advert is published in Cosmopolitan, a popular magazine aimed at a young to middle aged audience, fitting into the demographic classes of A-C. The magazine also contributes to showing models of different ethnicities. The fact that the Oil of Olay Company is multi-national signifies that it aims its product to people all over the world, ensuring a multi-ethnic band, of females from young to old.

The model featured is portrayed as being in her early forties, therefore this specific product can be seen to be aimed at women aged in their late thirties, early forties, when signs of aging start to occur. She is attractive, therefore satisfying the audiences’ aspirational pleasures, as if they buy this product, they will look as beautiful as her.

The setting is in a hotel room, signalling that this woman is always on the go. This represents her as independent. Again this is re-emphasised in the fact that there are no men. This induces a feminist tone whereby women can get along fine without the use of men, and can be satisfied without sexual intercourse. Again, the audience will aspire to this single, independent lifestyle on the go, and also another niche audience of divorced women is recognised, as they can make themselves look beautiful by using the product.

The actress is clothed in a silk robe, signifying her wealth, and also that she can afford an expensive looking hotel room. Again this represent the demographics of working to middle classed women who desire to be like her, and can achieve it by using the product.

The mood of the actress, shown by her expression signals to the audience that she is in a much happier state of mind living this independent lifestyle, and states she “feels stronger”. Again this shows how the product is needed to obtain this permanent perfect lifestyle.

The medium close up of her face, with the aid of subtle lighting, shows that her skin is in a healthy condition, and therefore is achievable, and makes the product more appealing and believable; that it actually works. The pakshot in the bottom right hand corner again informs the audience on what the product looks like, and that their eye will follow from the face of the model to the product and back again, emphasising that it works.

Propp’s theory can also be applied whereby the actress is the princess or even hero, and that when she goes to bed, she wakes up younger. Again this narrative fulfils the audiences needs as they can achieve younger healthier skin, effortlessly, without needing to resort to expensive cosmetic surgery. The evidence is right in front of their eyes.

Their slogan at the end “Love The Skin Your In”, at the bottom presents the company’s morals and values, that you should be comfortable with who you are. However, this can be considered to be quite ironic, as the audience cannot love the skin they are in as it is perceived by the advert that you must use their product in order to achieve healthier looking skin. The audience in actuality can only “Love The Skin They Are In”, if they have and use the product, resorting to a permanent façade that they will use in society.