Promotion Clinique Can Basically Be Described as

Promotion Clinique can basically be described as a leading manufacturer of a wide range of cosmetics and skincare products. Over time, the company has carried out extensive marketing campaigns which in most cases target specific market segments. In this text, I discuss an advert of one of Clinique's products going by the same name. The product in this case is designed to renew the skin bringing about a brighter and more vibrant skin.

Clinique: Skin Renewer It can be noted that when it comes to the communication of its benefits, Clinique has done a great job. On the advert, we have two bold writings inscribed alongside the product label clearly communicating the benefits users of the product are to derive from the utilization of the same. These writings include the bolder "total turnaround" followed by the equally visible "visible skin renewer." By reading these two writings, any prospective buyer of the product immediately captures the benefits of using the cream.

Further, the advert goes a long way to differentiate itself from the wide range of other products in the marketplace through the use of the words "total" and "visible." By using these distinctive words, the product sets itself apart from competitors by way of proclaiming its effectiveness in comparison to other similar products whose benefits may not be as "visible" or whose turnaround may not be as "total." According to McDonald and Dunbar (2004), segmentation can be looked at as a process where the main aim is to group buyers on the basis of their exhibition of similar needs.

The Clinique product in this case targets female buyers. As Englis (1994) notes, while male traits seem to be more inclined towards dominance and instrumentality, female traits are depicted by warmth and expressiveness. This effectively means that adverts tailored for women tend to be more detailed and laced with symbolism. In the advert under consideration, we have a furry little chick included. The chick is symbolic as it represents both good and young looks. It hence clicks with the main aim the advert seeks to communicate - renewal.

Further, it can be noted that the advert is more appealing to women by virtue of the inclusion of a furry animal. Ladies are known to love furry things and hence the inclusion of the same in the advert is guaranteed to catch their attention. In my own opinion, the advert is well designed to appeal to its target market and it does not in any way contain aspects which could end up bringing about negative emotions.

It can be noted that it is possible to redesign the advert to give it a look that is more universal without in any way affecting its effectiveness in regard to its target segment. To be more effective across the board, there could be a need to change the background. Efforts should be undertaken to make the background more vibrant to appeal to the other gender. The advertisement should also capture causality i.e. In terms of favorable outcomes.

Smith (2005) notes that causality has become common as a form of visual argument where the aim is to denote favorable outcomes in terms of social status etc.