As a print media advertisement, the ad features the seven essential elements of advertisement successfully. One of the aspects of the ad is the Copy and Text Element (Giaretta, Vo, Herche, & Tang, 2015) . According to this element, an ad is supposed to communicate in clear, focused and concise language by having a headline that grabs the audience's attention. "FLEXIER LASHES" sparks interest in the product since it appeals to the audience about their need to have flex eyelashes. The headline conveys the product's message succinctly. It is short and concise since it has only two words. A short headline is effective since the potential clients have only a few seconds to read the billboard. The illustration and graphic elements are also on point. The picture used, the illustration and the company logo and its symbol raise the audience's interest in the ad. The ad uses a model wearing the mascara to reflect the flex lashes. By using a model that matches the target audience (women) and appealing to their emotions, the ad manages to forge an instant connection between the product being advertised and their potential clients. This is due to the consistency created between the headline and the illustrations (Giaretta, Vo, Herche, & Tang, 2015) . Potential customers of a beauty product will always want to see an illustration of how the product is applied, as well as its effect on the skin.
The other essential element in the ad is color. In as much as color printing costs more than black and white, it makes the ad more appealing (Giaretta, Vo, Herche, & Tang, 2015) . The ad in question features more than five shades of color, ranging from the model's complexion to blonde hair, to the various colors used on the different characters of words. By using color in an ad, it becomes more appealing to the audience and enhances their readability as they are drawn to the diverse colors, hence retaining their attention throughout the advertisement. By playing around with different colors and textures, it leads to the layout of the final ad. This element is notably the most important in a commercial as it addresses the way the producer puts together all the information on the ad to ensure some uniformity. The beauty ad features the British model Georgia May wearing the flex mascara whose face makes for the better part of the upper and center of the ad itself. By centrally placing the model, she plays a role in capturing the attention of the audience. The dark mascara against her fair complexion lays a considerable role in drawing the attention of the audience to the effect of the product being advertised. The model equally wears a black dress or top against which the message of the product is imprinted. By placing most of the message against the dark background, the colors of the letters offer contrast and, therefore, catches and retain attention. The words are placed strategically at the bottom left of the model, occupying a rather small yet effective space in the picture as they seem to be pointing towards the center of the ad; where the model is placed. Such a layout is very effective since it portrays a focal point; the picture of the model and the headline, which is printed in a slightly bigger font and placed against a bright background, for the client's eyes to land on (Giaretta, Vo, Herche, & Tang, 2015) . The fair complexion of the model acts as the white space which leads the potential customer to the image of the product itself, placed strategically next to the brand name and logo. The incorporation of the graphic and text elements matches the ad's ultimate printed appearance in every which way.
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From the content of the above ad, it is apparent that it targets women, particularly young women, or older women who are conscious of their appearance. Such persons targeted are most likely frequent users of cosmetic products that enhance facial appearance. The ad features a number of tools that pass across the persuasive message to the audience, some of which include the use of celebrity endorsement, that is the model in the ad (Issa, 2017). By using a model, the ad appeals emotionally to the audience who admire the model. The other tool is the use of humor and exaggeration. This is seen in the phrase "Scandaleyes" which is derived from the term "Scandalous." The term in this scenario suggests that the product is effective in attaining a sophisticated look that would be the highlight of any encounter the customer makes with other people. The rhetorical techniques of advertising that are profound in the ad include the ethical appeal the producer makes. By featuring the brand name and logo, the ad authenticates the credibility of the mascara and the producer. The use of the model wearing the product makes a pathos appeal in the sense that it encourages the audience to try the product (Issa, 2017). This rhetoric to a greater extent manages to build on the brand identity. This is because it features the Rimmel © brand name and logo, both on the ad and the mascara kit picture that is displayed next to the model. The look May wears equally appeals to the target audience who may wish to have a such a look on themselves. However, the brief information given about the mascara does not feature the active ingredients used to make it that give it its component. By failing to highlight this crucial piece of information, the ad does not effectively appeal logically (Issa, 2017), since it misses the necessary facts to support its claim of the effectiveness of the mascara.
References
Giaretta, A. A., Vo, P. A. C. I. F. I. C., Herche, J., Tang, J. N., & Gridi-Papp, M. (2015). Reinterpreting features of the advertisement call of Dermatonotus muelleri (Boettger, 1885; Anura, Microhylidae). Zootaxa , 3972 (4), 595-598.
Issa, S. (2017). A study into politeness strategies and politeness markers in Jordanian print advertisements as persuasive tools .
Rimmel Cosmetics. (2019). Flexier lashes [Image]. Retrieved from https://www.bing.com/images/search?view=detailV2&id=B18E265473B49A3A3F20D0 1E90D8D0FBB05E0BE6&thid=OIP.xFybDQ3dSE7aDMmJDtRZOQHaJ- &mediaurl=https%3A%2F%2Fs-media-cache- ak0.pinimg.com%2F736x%2F73%2F1f%2Fdb%2F731fdb74604d4ecc8cf162ba85774e4 1.jpg&exph=992&expw=736&q=posters+for+beauty+products&selectedindex=30&ajax hist=0&vt=0
