SAJE WELLNESS ADVERTISEMENT

ALEX

VISA 1500_01

INSTRUCTOR : TERRYL ATKINS

ASSIGNMENT 1 – ADVERTISING

SAJE NATURAL WELLNESS – ABERDEEN MALL

I found the advertisement for my analysis in Aberdeen mall, Kamloops. The ad was created by Saje natural wellness, a Canadian retailer of private essential oils and skincare. It was made to entice consumers, particularly women, to purchase their new wellness collection of natural roll-on’s meant to relieve pain, stress and aid in sleep. The ad captures an idea of a moment of “self-love”, which is a trending subject in today’s society. The ad shows a woman peacefully and calmly relaxed in bed while breakfast is served on a plate containing the Saje natural roll-on that is being advertised.

This ad is the first thing you see as you enter the open door store. It is in a square/rectangle shaped cardboard , and the various roll-on products are placed right beneath it. The most dominant colour in the ad is white ; the blankets, the pillows, the walls,  the book she is reading and even the text included in the ad are all white.  This creates a gentle, calm and pure setting for the viewer which is essentially what the company is trying to evoke. The only visible words in the ad are, “This is your self-love moment”, and it is written in bold letters  which take up most of the left side of the image. The word self-love is written in italics to convey the impression  that self-care is an important aspect for healthy living. In almost the center of the image is a woman reading what looks like a book or menu that has almost her entire face and upper body covered so we cannot see her. The woman seems to be an adult woman and the title of the book she is reading is blurred, therefore one could assume it is a book or a menu from a hotel. On the right bottom side of the image there is a breakfast plate placed on the bed. The plate contains  what one would expect a luxurious breakfast in bed would look like except for the brown bottle standing upright on the edge of the plate containing saje’s natural roll on oil. It is deliberately placed there as an addition to the breakfast in bed scenario.

After looking at the ad, the image’s intended effect is for consumers to be able to enjoy moments of self love, such as breakfast in bed, with the help of saje natural wellness products. Self love are two trending words  in today’s society, particularly with women. The company creates an atmosphere of self love with a lady being served breakfast in bed and the fact that these words are written in italics emphasizes its importance to the ad. The photo appeals to women since self care is an important topic amongst women more than it is with men, and therefore a woman is used for the advertisement to appeal to the target audience. Self love is a very personal matter and it is about having high regard for one’s well-being. There are various ways one could practice self love, e.g spa treatment, painting, breakfast in bed and bubble baths. In my opinion the picture is effective because the pictorial elements of the image portrays Saje roll on’s as an addition to one’s self-love treatment. I was not convinced enough to purchase the product, however I am a 24 year old male and at this particular time the product did not look appealing or useful to me.

This ad is placed right in front of the store so it is the first thing you see as you walk into Saje wellness. The store itself is located in Aberdeen mall, which is the biggest and busiest mall in Kamloops. It is in the lower entrance of the mall right opposite a busy coffee shop, therefore it is in a very noticeable environment. I see this ad almost every morning when I grab my coffee before work. Not only is the store visible to people walking by or waiting for their coffee order,  it is also odoriferous and you could even smell the aromas of Saje’s wellness oil if you are close by

Saje is a company I have recognised across Canada, mostly in shopping malls, but also as social media advertisements, for example  Facebook and Instagram posts for example. I managed to find an article from wellandgood.com about using saje essential oils as a go to for well-being and the article shows very positive effects of the product. Their takeaway from the product was “There are only benefits to essential oils, no side effects.” (wellandgood.com)

WORKS CITED

19, Erin Flynn・February. “I Tried Essential Oils as My Go-to Wellness Fix.” Well+Good, 12 May 2020, www.wellandgood.com/essential-oils-wellness-remedies-saje/.