This Advertisement for the fragrance "My Glow" by Jennifer Lopez differs greatly from her other advertisements and evokes a much different feeling from the viewer, therefore it is targeting a more mature demographic.
In this ad, JLO gives the illusion of a mother in love with her life and her child. She represents the American dream with the image of the picture perfect family. However, at the same time its very interesting that the ad includes a mother and a child but no father figure. One could interpret this scene as a precious moment shared by a mother and her child in which the father happened to not be present, or that there is no father/husband in their lives. If there is no father, then Jennifer Lopez represents a strong independent female in this photo, who finds her own happiness. If there is (and judging by her carefree, at ease smile, there is) she is seen as a stereotypical wealthy housewife.
This ad definitely is trying to create a wealthy ambiance that's down played, for she is wearing diamond earrings with a down to earth wool sweater. Just by what she's wearing, one could even assume she had a lovely night out with her husband somewhere nice the night before, but couldn't wait to see their son first thing the next morning. This is the glamorous life, that many people reading magazines that an ad like this would be in, desire. Another purpose of this attire is to achieve a wealthy glamorous appeal that is likeable and somewhat relateable to it's viewers at the same time. The key to making it relatable to readers is to not make the ad flashy because mothers at home often arent able to spend a lot of time on their looks when they are focusing on others. This is exemplified by Jennifer's natural makeup and messy hair. It creates the image that she just got out of bed but still has this beauty and radiant glow. This is the natural beauty and glow that readers desire, for many grown women don't want to be very made up, but prefer a natural look. This is definitely a different path for Jennifer, for she is known for her statement clothing, furs, body hugging clothes, and overall diva image.
Even the lighting in this ad, creates a regal and enchanting feel. The yellow lighting gives the illusion of a sunny day and makes the picture in the ad seem like a close to the heart memory that is treasured. Unlike many busy ads, this one has a very calming simplicity and color scheme that puts the viewer to ease. This tranquility appeals to adult women who have chaotic lives whether they have children or not. The goal is to insinuate that the person wearing the perfume will live the same kind of experience Jennifer Lopez is having, one that is care free and shared with the one she loves. Even the font of " My GLow by Jennifer Lopez" is very simple yet sophisticated. The boldness of MY GLOW, subtly jumps out at viewers and then her well recognized signature is trusted by anyone who knows fashion.
Its interesting the cross-racial appeal she brings to the ad for we all know she is Latino, who stereotypically is the working class, and here she resembles the stereotypical upperclass caucasian living in the Hamptons or Beverly Hills; a life of fancy dresses, social charity events and the finest wine. This could be a way for her to represent minorities moving up in society and working their way up the social ladder. This ad is also Jennifer Lopez's way of continuing to create a classy, wholesome image for herself now that she has children and is post her "Jenny from the Block" days. Its apparent that she is no longer trying to attract the average teenage girl walking through Macys in the mall, but now people of her own age and demographic. This ad appeals to many races because Jennifer has a following from many different social groups from her music that range from working class to high rollers and every race. Now with this classy, luxurious feel it's apparent she's channeled her image to attract upperclass adults, people who have the money to buy the products she is targeting at middle to upperclass clientele.
As an overall analysis of this ad, in order to attract a more mature demographic with more money to spend, Jennifer Lopez kicks up the level of sophistication in her image for her product MY GLOW. Although it doesn't say the price of this new fragrance, she could very easily make it more expensive than her other fragrances. She is able to personalize this fragrance for the upperclass woman with children, by creating a down to earth elegance that displays understated wealth. She uses simplicity, color schemes, and font to achieve this.
To begin, I would like to compliment you on your article. I felt it was very well written and flowed smoothly. Its organization seemed adequately prepared and your arguments decisively discussed. Your concepts were strong and thoroughly explained. You knew your mission, and effectively accomplished it. In your decision of the stereotype being addressed, I liked that you included an alternative notion. I feel it is ignorant when literary analysis' sound narrow-minded when it is in fact the exact opposite that allows for analyzation. Both theories seemed very plausible, and there is no doubt an argument could have been established for the idea that JLO personified the stereotype of the successful, independent single mother. However, your actual commitment was much more agreeable. I entirely agree that she embodies the stereotypical image of a wealthy housewife. She would be a perfect candidate for a new role on television's "Desperate Housewives." Your evidence for your claim was reassuring and conclusive. JLO's choice of color scheme, articles of clothing, and physical appearance (not to mention the inclusion of a baby) definitely appeal to a relatively more mature and sophisticated audience typical for JLO. I especially enjoyed your mentioning of the ad's cross-racial application. I find it very ironic, yet not unbelievable. We live in a society very racially aware. She surely appears in this ad as an image of hope and prospective change to struggling members of minority groups. To conclude, you provided a persuasive and intelligently presented analysis.
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