Origins Plantscription

This ad for Origins Plantscription Anti-aging eye treatment appeared in the November 2011 issue of O: The Oprah Magazine. The ad’s headline says that, “Two dabs a day helps keep the surgeon away.” There is a large picture of the product resting atop a lush green and yellow plant. The ad’s white background and two-color (green and black) text give it a clean and serene feel. The ad aims to persuade the reader to buy the Origins Plantscription eye cream as an alternative to cosmetic surgery or prescription creams.

The ad establishes ethos by prominently showing the recognizable Origins name and logo on the product itself. Also on the bottom right hand corner of the ad, we see the Origins’ intertwined tree logo and the tagline, “Powered by Nature. Proven by Science.” Origins cosmetics was founded in 1990 by Leonard Lauder, son of the cosmetics maven- Estee Lauder. The brand is known for its all-natural cosmetics; made from plants, organic ingredients and essential oils. Origins is a well respected luxury brand is sold in department stores and boutiques, readers of O Magazine are likely familiar with the brand and its products and will recognize the logo, thus giving the ad credibility.

The ad uses the rhetorical appeal of logos when it states that the product is, “Clinically proven to help visibly repair 4 major signs of eye aging.” The ad’s copy tells the reader that they can get the ‘younger-looking you’ they want without invasive surgery or prescription creams. In the bottom left hand corner of the ad we see that the reader can visit the company’s website, facebook page and twitter account to see the product’s results. In a second logical appeal, the product’s suggested retail price of $42.50 is also printed in the left hand corner. According to the American Society of Plastic Surgeons, the national average cost for eyelid surgery is $2,525. The reader may likely be persuaded to at least try a product that says it has clinically proven results, especially if it costs a tiny fraction of what cosmetic eye surgery costs.

The ad makes an emotional appeal to the audience by using humor to poke fun at the frivolousness of cosmetic surgery referencing the “knifestyles of the rich and famous.” O Magazine is the perfect place to make this appeal to a receptive audience. O Magazine is a monthly publication that is read by over 2.7 million (mostly female) readers. The magazine’s content and ads target an upper-middle class female audience that is concerned with issues and topics related to heath, spirit, fashion and beauty, relationships and living ‘your best life’. The magazine itself aims to rise above similar women’s magazines by being more authentic and informative. This is reflected in O Magazine’s Mission Statement: “With Oprah at the wheel only the best can be expected of the magazine and its readers. With this magazine we have an opportunity to make a real mark. To speak and connect to women in a way no other publication ever has. To help women see every experience and challenge as an opportunity to grow and discover their best self. To convince women that the real goal is becoming more of who they really are. To embrace their life.”

The Origins ad is visually appealing and its content is a perfect match with the philosophy of O Magazine I feel that this is a highly effective ad given its placement and target audience. The ad is credible and makes effective logical and emotional appeals. Anecdotally, as a subscriber to O Magazine I can say that the ad worked on me, and I intend to go out and purchase this product soon.