Textual Analysis

The text presented is a print advertisement from the makeup brand 'MAC'. This type of text is considered a print advertisement because firstly it includes the name of the brand it is advertising above the headline and main text. The brand name (MAC)is mentioned before anything else on the poster so that immediately the reader recognises or is made aware of who's products are being advertised. The main headline which is the biggest sized lettering on the ad reads out 'Finally Flawless' which is short, catchy and uses alliteration which makes it memorable for the audience. The headline has been created to be the main piece of writing on the ad to catch the reader's attention as it is in the biggest writing and a bold font that stands out compared to the other writing on the ad -this is an example of typography used to make the written language more readable and appealing in the way it's displayed. . Also the phrase used in the headline, 'Finally Flawless', will lure the reader into wanting to read about why this product may have this effect on the buyer which will lead onto the reader actually wanting to purchase it. In the main text below the headline,we as an audience are given a short description and summary of the product which is included to sell us the product by directly referencing their product's qualities, benefits and factual attributes - "spf 15"; "gel based system"; "comfort and creaminess"; "light diffusing optics help minimise..pores..imperfections". This text also includes a consistent message about their product which is "Finally Flawless" - this is the main phrase used in the headline which is then repeated at the end of the main text. The use of this phrase being repeated throughout this advertisement is so that the idea that their product will leave a 'flawless' effect is left in the forefront of consumer's minds as it is the last phrase that the consumer will read. The written text throughout this advertisement links very closely to the image on the front as the image focuses mainly on the 'flawless' complexion of the female model with very little to no 'imperfections' -this image is a strong depiction of what their product will supposedly do to the consumer's skin and the 'flawless', 'smooth' complexion it will create. 

The central image that is used for this MAC print advertisement is a close up shot of a female's face focusing mainly on the right side of her face from the nose down. The lighting used for this print advertisement is interesting as the lighting has been used to focus on the right side of the model's face, bringing main focus to the base of her face and her complexion as essentially they are trying to sell the face makeup product. The dark background and shadowing on this ad is used to focus the audience on the complexion of this model instead of drawing attention to other features such as her eyes, under eyes or face sculpture. Elaborating on this point, this advertisement has deliberately chosen to use a model with a fringe so the audience is drawn to pay attention to her face and complexion compared to other features that are covered by her fringe and shadows such as her eyes and under eyes. The dark lighting and shadowing used gives this advertisement more of an edgy, bold look which also has the effect of making the models make up look more crisp and professional which will appeal to consumers.This image grabs the audience's attention as it focuses entirely on the complexion of the model, presenting flawless skin which has supposedly been achieved by the use of the makeup product (Mineralize Foundation) that this brand is trying to sell. This would make a consumer more tempted and interested in buying this product in order to achieve this ideal, perfect natural looking complexion. The central image used on this MAC print is a huge encouragement for consumers to look into buying this product as the image is the most noticeable thing on this advertisement and will be able to be seen from far which will entice an audience to read further into the ad which will lead to purchases of this product. The only other images presented on this advertisement are shown across the very bottom of the poster which is the product they are trying to sell- Mineralize Foundation in a range of colours. The advertisers have included pictures of the product right at the bottom of the poster as this will be the last thing that the audience will look at which will summarise the whole advertisement and show the consumer what the product is, how it's packaged and what it looks like as well as an example of the different range of colours available. 

In my opinion, this print advertisement is mainly targeted at females as the image on the poster uses a female model with very feminine facial features and a feminine face structure. For example, the model in the image has a small defined nose, plump lips with a defined cupid's bow as well as defined cheekbones and a crisp jawline. These are strongly focused feminine features that would draw attention to a female audience. I also think that this advertisement is aimed at women instead of younger girls as the model used in the image on the poster looks quite mature as her features on her face look more developed. The audience of this print ad would access this text through billboards, posters and online advertising through the official MAC website as well as online social media. This ad may be shown on social media apps such as Instagram -MAC official instagram page, Snapchat advertising and Facebook -MAC official page and linked beauty pages. This kind of advertisement would be accessible at almost all times from when consumers are out and about or shopping, to when they are scrolling through their social media feed. This print advertisement can be accessed through devices such as phones, tablets, laptops and computers as well as being accessed in real life through billboards and posters. 

One main social ideology that is surfaced through this media text is that makeup is aimed at the female gender and is worn by women. This idea is shown through the fact that the main and only model used for the imaging of this advertisement is a female with very distinct feminine features. This is almost ruling out the idea that this advertisement of makeup can be aimed at the male gender, linking to societies norms and beliefs. Usually it would have been seen as wrong and not socially acceptable for a man to publicly wear makeup or buy make up however nowadays it is becoming more socially acceptable for men and boys to wear makeup openly. This media text is a reinforcement of gender stereotypes.Although even in this day and age most makeup advertising, including this one, have not yet used a man for their advertisement. Another ideology that is reinforced from this media text is the fact that without the use of makeup a woman (or man) cannot have a completely 'flawless' and 'smooth' complexion which is an appearance ideology that has been passed on from many years ago to present day. The fact that the model used for this makeup advertisement is of fair skin and seen to be visibly white could typically be seen as controversial in the eyes of society as makeup ads usually use fairer women to create a 'perfect' depiction of a woman. This is controversial as many makeup brands tend to use fairer women and have only recently started introducing darker toned women into the makeup brand modelling industry. This belief of women with fairer skin being considered 'more attractive' and an aesthetic ideal is because it symbolised wealth, purity and beauty however overtime society has attached various meanings to skin colour but overall makeup brands still tend to use models of a fairer complexion. However it can be argued that this media text and brand challenges society's beliefs about favouring fairer skin as at the bottom of the poster where the product is presented we are shown a variety of different shades of foundation which shows that this ad is still targeting and addressing women of colour.