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Discover the Allure of Lancôme: The Art of Ôscillation in Beauty Advertising

Dive into the captivating world of Lancôme's Ôscillation advertising, a narrative that intertwines beauty and storytelling. This innovative approach emphasizes the relationship between the viewer and represented participants, utilizing close shots and personal distances to create intimacy. The advertisement’s stunning visuals, with perfect lighting and modulation, draw attention through their sensory appeal. Explore how the interplay of elements, from color saturation to framing, engages viewers and highlights the artistry of beauty, making Ôscillation a must-have experience.

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Discover the Allure of Lancôme: The Art of Ôscillation in Beauty Advertising

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Presentation Transcript

  1. LANCÔME PARIS ÔSCILLATION

  2. Identification of Advertisement Type

  3. The type???? Narrative pattern A story or part of a story It may be spoken, written or imagined, and it will have one or more points of view representing some or all of the participants

  4. Determining Social Relations involved in your Advertisement

  5. The Image and Act Gaze • Offers the represented participant as informational items and meditation objects • Addressing the viewers indirectly • The viewer is not the object; represented participant is the object of the viewer

  6. Size of Frame and SocialDistance • Size of Frame: Very close shot • Social Distance: Close Personal Distance

  7. Angle and Involvement or Detachment • Horizontal angle

  8. Modality Markers • Low color saturation and modulation • Perfect illumination • Different display of brightness

  9. Sensory Coding Orientation • Pleasure principle is allowed to be dominant

  10. Relation between the interactive participants and represented participants

  11. Indirect and non-immediate

  12. Interpreting Written Text

  13. “MUST-HAVE”the attention getter

  14. Use of famous cities

  15. The choice ofword

  16. The function is stated

  17. Interpreting the Message as a Whole

  18. Information Value of Left and Right • Given – the beautiful model • New – the Ôscillation

  19. Information Value of Top and Bottom • Ideal – model, Ôscillation , texts • Real – availability of Ôscillation

  20. Information Value of Center and Margin

  21. Salience • Element that made to attract viewers’ attention

  22. Framing • Device that connects or disconnects elements

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