Gracing the billboards at the corner
of Lacson and Ramos Streets is none other than Anne Curtis, an epitome of class
and sophistication for this generation. SM Development Corporation, a real
estate giant chooses her as the official endorser for some SMDC Residential
units like the Light, Shell, Green and Jazz Residences.
Incorporating
the elements of design, it is clearly seen that Anne Curtis is the eye-catching
picture that suggests glamour, popularity, class and sophistication. Curtis’
backdrop features the ground floor of Light Residences, showing an escalator
leading to the commercial areas found in the second floor. I believe that this
is an effective image to promote the condominium units of SMDC, as it clearly
shows that Light Residences is not one of your typical condominium units
because it has its’ own mall, complete with shops, restaurants and even has
three cinemas, where one can also be seen in the billboard. The ad’s slogan; “Live
like a star” is placed on the top left part of the ad, emphasizing that living
in the Light Residences means living a luxurious life. Following the slogan is
the name of the product; “Light Residences” and after it comes the location,
which is beside EDSA-Boni MRT Station. After these pieces of information,
another slogan is shown; “Home is where the shops are” bolding the last three words which
means shops within its’ building are one of Light Residences Unique Selling Proposition. At the bottom part of the ad, the SMDC logo is seen in yellow fill with red font color and underneath is the slogan; "The good guys".
The Light
Residences logo is also effective in determining the positioning of the
product. The word Light is written in script font that’s close to that of ITC
Freemouse Regular or to that of Linotype
Zapfino. This script font for the word “Light” depicts sense of lightness and
quiet elegance. And then, it is underlined except for the lowercase “letter g”,
and the word RESIDENCES in uppercase Sans Serif follows. Almost connecting the
words Light and Residences is a semi circular line which resembles a thinner crescent
moon in gold color. I guess this symbolizes the “Light”.
The Light
Residences uses dark corporate blue as its font color which implies intelligence,
stability, trust and truthfulness.
Anne Curtis’gown denotes a sense of passion and power. Anne’s celebrity status
is highlighted by her gown which symbolizes the glitz and glamour of a
celebrity’s life. The passion in red symbolizes Anne’s passion in her acting
craft, one main reason why she is one of the most sought after Filipina
actresses of her generation. It also implies the Light Residences’ burning
passion and dedication for their company and product. Power is the effect of
passion given by these two entities.
This ad uses
a lot of space, especially seeing Anne as the sole person in the ground floor
of the Light Residences. This use of space could imply that this is a brand new
establishment that welcomes occupants right away.
In the ad,
you can see that Anne Curtis is having fun as its’ obvious that she’s into a
laughing pose or smiling as she enters the Light Residences.
The
situation taking place in this ad is: Anne Curtis, the celebrity endorser just
had a day full of work and she just went home to her luxurious condo in Lights
Residences. Inspite of her tiredness, seeing the comfy condo makes her smile.
The item
being advertised of is the Lights Residences and its target market would be
young successful professionals like Anne Curtis who is proven to be successful
in their chosen field. Anne Curtis’ popularity automatically gets a name recall
for SMDC’s target market, and she is the person that SMDC’s target market could
see their selves into.
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