Get the London Look

This print ad by the cosmetic company, Rimmel, was released at least two years ago. I remember looking at it for the first time and thinking "awkward" and "ouch". For some reason, I think this ad really failed. The title is eye catching to a certain level, but what is more visible is the model's face, specifically her pink eyes. I understand the "pink" theme with the "time flash", pink cheeks, lips, necklace, and pink mascara, but pink eyeshadow? Her eyes look irritated and unappealing. The shot, of just her face, is awkward, but if we ignore the model, the background is appealing; the shot of Big Ben is well-taken, and the huge mascara gives the idea that the mascara will indeed give you huge eyelashes. The ad uses words like "new" "more volume" and phrases like "skinny to fat in 10 seconds flat". The techniques are avante garde because consumers think this is a hot new product, facts and figures because of the "10 seconds" and "14X more volume", and  magic ingredients with "collagen & keratin". Who really knows what collagen and keratin are? And how do you measure an eyelash that is 14 times more voluminous as opposed to one that is 10 times, or 2 times more? There is all around vagueness in the ad, and it addresses the need for attention. We assume that by using this cool new pink mascara, we will catch everyone's attention with our not fake eyelashes; every woman's dream is perfect eyelashes, and this mascara claims to give us just what we need, irritated eyes and all.