Question

Topic: Advertising/PR

Beauty Is Dead

Posted by Anonymous on 5/31/2012 at 10:23 AM ET 50 Points
I need some advice. What do you think of the copy for this newspaper ad?


"BEAUTY IS DEAD

Ms. Revo 2012: It’s not a beauty pageant, it’s gladiator fight for actors. Last actress standing gets a starring role in a Bollywood film.

Msrevo.com"

I'm an American working for a startup film production and media company in Mumbai, India. The ad is for an beauty pageant/acting and talent competition we're holding in August. The goal of the ad is to build hype and attract contestants. I wrote it this way because I want to shock people into paying attention, and to get them curious enough to visit the website. What do you think?
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RESPONSES

  • Posted by CarolBlaha on 5/31/2012 at 10:51 AM Accepted
    Personally, it repulses me. But then all of these "Survivor" type shows do. Having said that, there is no denying they are popular and draw. It is bold and certainly does grab attention. For what you are doing, it works.

    I tried to come up with an image of beauty that kills-- I am thinking "Black Widow" might be another idea, but honestly, "Beauty kills" is very strong and grabs.

    You message is conflicting. In one part you are saying it's not a beauty pagent, but then you do say it is one (in combo with other criteria).
  • Posted by CarolBlaha on 5/31/2012 at 10:52 AM Member
    sorry, I wrote "Beauty Kills" and meant to write your tagline "Beauty is Dead".
  • Posted on 5/31/2012 at 10:57 AM Author
    Thank you so much for your feedback Carol. The reason I described it as a beauty pageant in the background information I included is that the concept has evolved quite a bit since I was hired. The original concept was that it would be a beauty pageant with one single talent round in which contestants could either sing, dance, or act, and the winner would get a starring role in an upcoming film. I thought there was a mismatch between the content of the "pageant" and the prize, so based on my suggestions we made it so that the one original talent round would remain as is, the second round would be an improv acting round, and third would be the "questions about social justice" round. So it's more of an acting competition now then a beauty pageant. But it's still kind of based around the structure and concept of a beauty pageant.
  • Posted by marketbase on 5/31/2012 at 1:38 PM Accepted
    In on word, with no pun intended--OverKill.

    That's what can happen when the title grabs but the ensuing event is shades away from what got attention that causes feelings of being ripped off. It seems as though what you are describing is a pageant of Beauty, Brains and Talent surving and is along the lines of a Phoenix rising.
  • Posted by CarolBlaha on 6/1/2012 at 1:05 AM Member
    I'm trying to think of the word when you write and you create an intense situaton and you break it with some humor or something less intense. Cause if for some reason I think if I could recall that, I could come up with a word.

    I know you want a well rounded person, but a section on social injustice? It just seems like a leap out of what you are doing. Since they are artists, ask a question or section about art-- promotion of the arts, government role in arts, what is art. It ties to me a bit stronger.
  • Posted by peg on 6/1/2012 at 7:31 AM Accepted
    I think Carol's accidental "beauty kills" is the dramatic phrase for which you're looking. And, the "not a beauty pageant" phrase needs to change because it undermines your purpose. So, how about this:

    BEAUTY KILLS

    Ms. Revo 2012: Part beauty. Part talent. It’s gladiator fight for actors. Last actress standing gets a starring role in a Bollywood film.

    Msrevo.com"

    I'll join the others in wishing this were an event that promoted readership, intellect and high moral character, but as that's not the brief, this will have to do.

  • Posted on 6/1/2012 at 7:40 AM Author
    I like your version Peg. I also still like my version too though haha...I'll show both to my colleagues today and get their opinions as well. Thanks.
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