The first think I noticed were the words under the model's eyes. This got me curious so I read the rest of the ad. The main technique of this ad is Simple solutions. The words, "dab dab smear dab smudge dot dot" appear under her left eye and under her right eye the word "sweep" appears. The words under her left eye are in a font that is kind of crazy looking. This give the impression that these words have a negative meaning. The word Sweep under her right eye is in a near, fancy font which gives the impression that the word has a positive meaning. Also, there are 7 times as many words under her left eye compared to the 1 words under her right. This gives the impression that it take a lot of work to cover up dark circles with other brands but it is easy to cover up dark circles with Olay.
I think this ad is effective because it provides one single, non complicated solution to fixing dark circles.
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