The first eye-catching aesthetic that guides the viewer is the camera being held by the subject, which is pointed to the woman featured, as if she is snapping a photograph of herself. The desire to capture one’s own physical appearance is associated with the concept that cultural codes have created of confidence and a high self-esteem, thus recommending the product gives its users the means by which they can achieve such qualities.
The most significant element of this advertisement is the text that states “You’re looking at the first unretouched makeup AD." Not only does this demonstrate the effectiveness of the product, but acts as a monumental diversion from traditional methods used in the world of beauty advertisement. Through the inclusion of this information, the statement exemplifies Bakhtin's Dialogical theory, in that it alludes to prior and future cosmetic advertisements, which have and still do undergo heavy post-production before presented to the public.
A paradigmatic quality of this advertisement is found in the contrast between the woman’s physical features and her attire. Although the subject displays a simple makeup look with a loose, natural hairstyle, her outfit expresses a much different visual message. Her all-black, sequined outfit suggest a much bolder persona. This discrepancy between the woman’s features and clothing mirrors the overarching theme of the advertisement, which introduces a product that while natural and subtle, serves as such an effective product that, in demonstrating its abilities, the boldness necessary to use an unrefined photo was exercised with confidence and ease.
