Essie

Essie had an ad for their new no chip nail polish in the magazine Glamour October 2013 issue. It is an add that is trying to get you to buy their nail polish which prevents your nails from chipping. The ads goal is to grab the readers attention and make them want to buy the product when they are done looking at the ad.

The first thing you notice when flipping to this ad is the picture of the ad. The bright colored blue chips with liquid being poured onto it. The fact that the chips are sitting on a round nail polish bottle makes you question how they are balancing there. The bright blue chips really stand out the most when you first look at the page because the rest of the page is mostly white or has neutral colors. Also if you were to use the fact that it is a nail polish ad, you would notice that the liquid is the no chip nail polish being poured over the poker chips. In all their other ads they do this with whatever color the nail polish is and have nail polish pouring out to show the color.

Written in bold three times on the ad is the words “No chips ahead” saying this comparing chips or marks on nails. The nails are not supposed to chip at all for up to ten days because the point of the nail polish is to help make sure that they don’t. It is bolded because these three words are very important and they should be one of the first few things you should notice if you are to look at the page.

The writer of the ad uses words like winning and winner again comparing it to like winning poker. If you use this new nail polish it is like having a winning hand. Winning as in how you can win a game of poker and hand as in fancy or good looking nails. The next sentence says in smaller print that “I’m a nail expert, not a gambler”, implying that they know this nail polish is a good product and that you should buy it. After that it talks about how good the new nail polish is and how long it will last if you use it. If you were interested in this product there is a likely chance you will read that and want to buy it more because it says it works well.

The only other things in color on the page is four like “e” symbols for Essie, which is the name of the brand, which say, in orange- everyday, in pink- strong, in teal- grow, and in brown- anit-aging. This is describing the details of a lot of their products and it is on every single one of the Essie ads. The name Essie in big letters is also just randomly in different directions and shades of grey are on the page multiple times to make sure that you remember the name of the brand when you are going to the store to pick it out or if you see it then hopefully you will remember the brand from the ad.

This ad targets women and mostly teens to make them want to buy the nail polish. The fact that it is in Glamour magazine makes it seem like if you are to use this product that you are more glamorous or high fashion when using what the magazine suggests. I think that this ad is kind of a metaphor in a way because it compares the fact that a winning hand of poker and that you will have a winning hand if you use this nail polish because you will always have the best hand with your winning top coat nail polish.