D. Advertising Message
1. Copy Elements
a. Advertising Appeals- We will go for the emotional appeal with personal appeal (happiness, pride, self esteem) and social appeal (status). "Using our products will make your nails look pretty which will make you look pretty." We will have the people in our ads smiling as if "using this product makes me so happy."
2. Art Elements
a. Visual Appeals
(1) In Ads and Commercials- Photography of polishes and a manicures will be shown and the use of bright colors for web ads will make it more eye grabbing.
3. Production Elements
a. Mechanical Considerations in Producing ads
(1) color- Bright colors on web ad to catch the attention of consumers. On the poster ads, soft, pastel colors will be used to show delicacy and femininity.
(2) size- The web ad is a banner that would show up on the side of a website that people can click on and go to our site; about 2 inches by 1 inch. The poster ad is a big, similar to the ones at an NYC subway, placed at train stations.
b. Production Values Sought
(6) electronic effects- The web ad will have a button feature to click on, to go directly to online store site
(10) music- No music will be used since the first advertisements are poster or web ads and not radio or television ads.