Card stacking
Lancôme’s most dominant propaganda technique used in this advertisement is card-stacking. Like the majority of products in the makeup industry, the Lancôme High Resolution Collaser-5X is a product which is aimed at women who want to prevent the natural ageing process. The copy, “Fight wrinkles at the source. Target 80% of collagen in just 48 hours!” makes it seem as though the product would diminish 80% of your wrinkles in two days. However, the copy does not actually contain any core information. It does not state how the collagen is going to affect wrinkles and to what extent. Neither does it state what the standard for 100% is, nor the experiment that was conducted to get this result. Maybe those with desperate desires to reduce the number of wrinkles apparent on their skin would fall into the marketer’s intentions. However, those who look at the advertisement for just one more moment with a critical eye will see through the appealing outside and notice the propaganda technique of card-stacking hidden beneath and acknowledge the misleading nature of the advertisement.