Running Head: ADVERT ANALYSIS 1

Shampoo Advertisement Analysis

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ADVERT ANALYSIS 2

Hairi Shampooi advertisement

Advert Link: Limited, A. (2020). Stock Photo - 1980s original old vintage advertisement advertising Country

Born shampoo & conditioner advert in English magazine circa 1980. Retrieved 17 October 2020, from

https://www.alamy.com/1980s-original-old-vintage-advertisement-advertising-country-born-shampoo-

conditioner-advert-in-english-magazine-circa-1980-image185304871.html?

pv=1&stamp=2&imageid=303EB694-7893-4007-B664-

9E2DB29CFFC7&p=284124&n=0&orientation=0&pn=1&searchtype=0&IsFromSearch=1&srch=foo

%3dbar%26st%3d0%26pn%3d1%26ps%3d100%26sortby%3d2%26resultview%3dsortbyPopular%26npgs

%3d0%26qt%3dshampoo%2520advertisement%26qt_raw%3dshampoo%2520advertisement%26lic

%3d3%26mr%3d0%26pr%3d0%26ot%3d0%26creative%3d%26ag%3d0%26hc%3d0%26pc%3d

%26blackwhite%3d%26cutout%3d%26tbar%3d1%26et%3d0x000000000000000000000%26vp

%3d0%26loc%3d0%26imgt%3d0%26dtfr%3d%26dtto%3d%26size%3d0xFF%26archive%3d1%26groupid

%3d%26pseudoid%3d%26a%3d%26cdid%3d%26cdsrt%3d%26name%3d%26qn%3d%26apalib%3d

%26apalic%3d%26lightbox%3d%26gname%3d%26gtype%3d%26xstx%3d0%26simid%3d%26saveQry

%3d%26editorial%3d1%26nu%3d%26t%3d%26edoptin%3d%26customgeoip%3d%26cap%3d1%26cbstore

%3d1%26vd%3d0%26lb%3d%26fi%3d2%26edrf%3d%26ispremium%3d1%26flip%3d0%26pl%3d

Thei cosmopolitani magazinei isi thei advertisementi mediumi fori thisi commodity.i Mosti ofi thei

targeti audiencei ofi thisi producti arei femalesi mainlyi ofi agesi betweeni 18i andi 45.i Mosti ofi thei

targeti audiencesi cani bei eitheri singlei ori married,i buti abouti alli ofi themi arei interestedi ini romantici

relationships,i fashioni trendsi andi beauty.i Thei shampooi producti isi aimedi ati addressingi thei concernsi

abouti beauty,i especiallyi wheni iti comesi toi thei hair.i Ini thei moderni society,i mosti adults,i especiallyi

femalesi arei busyi lookingi fori productsi thati willi helpi themi stylei theiri hairi toi fiti modernsi fashioni
ADVERT ANALYSIS 3

trends.i Justi likei manyi ofi thei advertisements,i thei producti aimsi oni exploitingi thei insecuritiesi mosti

womeni havei ini relationi toi theiri hair.i Thei advertisementi tellsi thei targeti audiencei thati thei producti

isi aimedi ati improvingi thei beautyi ofi theiri hairi exclusivelyi therebyi boostingi thei customer’si

confidencei ini purchasingi thei commodity.

Thei graphicsi ofi thei advertisementi havei veryi strongi emotionali appealsi toi thei audiencei

(Pathos).i Thei advertisementi mainlyi focusesi oni thei modeli havingi thei longi hairi asi depictedi ini thei

image.i Thisi isi justi ani examplei ofi thei strategyi manyi beautyi productsi employ,i embodyingi thei traitsi

ofi beautifuli womeni andi modelsi thati manyi womeni andi girlsi strivei toi achieve.i Mosti ofi thei traitsi

highlightedi arei flawlessi skin,i perfecti symmetryi ofi thei face,i slimi bodies,i andi abovei all,i shinyi hairs.i

Thei modeli depictedi ini thei imagei alsoi hasi ani alluringi andi mysteriousi eyei whichi capturesi thei

attentioni ofi anyi prospectivei customer.i i Thei characteri usedi byi thei advertisersi ofi thei producti isi onei

whichi manyi readersi havei assumedi fori ai longi timei arei admiredi byi meni andi enviedi byi women.i

Toi drivei thei pointi home,i mosti ofi manyi advertisementi mediai usei thei aspecti ofi ultimatei beautyi ini

thei picturei ofi thei modelsi theyi usei asi theiri covers.i Therefore,i thei shampooi advertisementsi achievei

thisi byi makingi mosti womeni lookingi ati thei advertisementi feeli insecurei abouti theiri appearancesi

andi ati thei samei timei makei themi wonderi whetheri thisi shampooi isi capablei ofi makingi themi ai loti

morei alikei ori closelyi resemblei thei womani ini thei picture.i Advertisementsi tendi toi sendi ai messagei

toi theiri customersi andi toi thei averagei readeri oni howi ai beautifuli womani isi supposedi toi looki like,i

ori ati leasti whati thei societyi appreciatesi asi reali beauty.

Thei languagei ini thisi adi furtheri promotesi thei ideasi ofi beauty,i andi iti suggestsi messagesi

abouti confidencei andi strength.i Thei words,i “Sleeki &i Shine”i appeari ini boldi letteringi oni thei ad.i

Womeni tendi toi attachi positivei connotationsi toi thesei words,i asi havingi “sleek”i hairi thati “shines”i isi

deemedi beneficiali ini ouri society.i Ofi course,i though,i thesei wordsi arei subjectivei ini nature,i asi whati
ADVERT ANALYSIS 4

isi “sleek”i andi whati “shines”i mayi bei differenti toi differenti people.i Thei adi doesn’ti goi intoi detaili

toi explaini whati degreei ofi “shine”i ai consumer’si hairi willi havei afteri usingi thei products.i Likewise,i

thei adi failsi toi definei “sleek.”i Whilei thesei arei attractivei words—mosti womeni wouldn’ti wanti theiri

hairi describedi asi “dull”—theyi arei nearlyi meaninglessi words,i asi thei adi doesi noti givei anyi supporti

toi howi muchi “sleek”i andi “shine”i ai consumeri shouldi expect.i Whilei thei texti servesi asi ai logicali

appeali (logos),i asi iti seemsi toi conveyi factsi abouti thei product,i thei factsi arei unsubstantiated.i

Unfortunately,i manyi readersi don’ti stopi toi questioni thei meaningi behindi thesei words.i

Additionali logicali appealsi appeari ini thei texti asi iti continuesi toi persuadei thei audiencei byi

promisingi “smooth”i hair.i Thei texti reads,i “Fighti thei frizz.i Keepi iti smooth.i Thei 1sti smoothingi

system***withi nutritivei fruiti micro-oilsi fromi Garnier.i Noi onei makesi youri hairi stronger.”i Again,i

thisi texti seemsi toi providei supporti fori thei product.i Afteri all,i thei brandi hasi developedi ai

“smoothingi system,”i andi thisi “system”i isi thei firsti onei developed,i accordingi toi thei ad.i However,i

thei adi failsi toi explaini thisi “smoothingi system.”i Whati isi it?i Howi doesi iti work?i Ai criticali readeri

mayi noticei thei threei asteriski marksi behindi thei claimi andi movei toi thei bottomi ofi thei adi toi readi

“***Thei Garnieri Fructisi Sleeki &i Shinei Systemi ofi Shampoo,i Conditioneri andi Anti-Frizzi Serum.”i

Apparently,i thei “system”i includesi thei usei ofi threei products,i buti whati isi ai “smoothingi system”?i

Thei adi neveri says.i

Thei claimi thati thisi companyi hasi createdi thei firsti “system”i seemsi appealingi asi well,i asi iti

soundsi asi thoughi thei companyi hasi developedi somethingi newi thati willi revolutionizei hair.i Womeni

arei ofteni seekingi thei newesti developmentsi ini beautyi productsi toi helpi theiri troublesomei areas,i soi

thei claimi thati thei companyi hasi createdi somethingi newi isi appealing.i Thei adi isi alsoi vaguei ini itsi

descriptioni ofi “nutritivei fruiti micro-oils”i foundi ini thei product.i Basically,i thisi texti claimsi toi includei
ADVERT ANALYSIS 5

smalli oilsi ofi fruiti thati arei nourishing.i Howi muchi ofi thei producti containsi thesei oils?i Thei adi

neveri says,i buti mosti readersi assumei thati thesei oilsi willi helpi theiri hairi becomei morei “beautiful.”