As I was flipping through my mom's old Real Simple magazines like in the previous media log entry I made, I came across this ad for Pantene's shampoo and conditioner. I found many things that were interesting about this ad--one including the picture. This model's hair is weaved through bamboo, which i think is supposed to be associated with naturalness. This bamboo also matches with the color of this Pantene bottle, associating this bottle with a natural look you will get from using this product. I think that the flower in her hair is also supposed to be associated with a natural look because flowers do come from the earth. This model is glowing just like the bottle, so many people can make that assumption, if I use this Pantene, my hair will be as shiny as hers!
I also noticed that the bottle itself is supposed to be associated with this natural feeling. The colors on it are green and white, associating itself with nature. On the side of the picture of the bottle it says, up to 59% plant-based bottle excluding cap. This makes it sound like everything about this product is natural!
The choice of words also makes a huge difference for this product. The ad uses repetition with how healthy this product is for your hair, using the word healthy four times. The ad uses words like planet, plant-based, and nature also makes this product sound very natural. The ad uses weasel words like 'up to', and 'stronger' to emphasize how great this product is for your hair. By saying 'up to', it doesn't guarantee that this 'Cassia' makes the hair exactly ten times stronger, or that 59% of the bottle is actually plant-based. This ad uses Facts and Figures to prove the superiority of the product with numbers, using 59% plant-based, and 10x stronger. This ad also uses Magic Ingredients, the one being this so-called 'Cassia' that makes your hair up to ten times stronger. This simple discovery should make a huge difference in how strong your hair really is.
In terms of audience, I think this ad is mostly for women in their thirties and forties because this ad was in a Real Simple magazine, a magazine about lifestyle, giving recipes and tips. Most teenagers don't read these magazines because they are not at that age where they are defining their own lifestyle.
I really like the natural feel of this Pantene ad. The bamboo really makes us feel like we are buying a natural product, and we love natural things in our hair. Even the model has light and natural makeup on, further emphasizing their point of their product, besides having the bottles have green on it. They added that the products is 59% plant-based. Those statistics really just prove how natural the Pantene product is.
ReplyDeleteThe look of this ad radiates youthfulness and a light, pretty feeling. The aim is to get the point across that the product is natural and should be used to increase the natural glow of a woman's hair. By showing the odd intertwining of hair with bamboo sticks, the crazy-shiny hair, the model's luminous lips and makeup, and the pretty garden colors, this Pantene ad emphasizes its product. Shampoos come in many different looks and appeals, different purposes, and different advertising techniques. The marketing team for this product must have geared it towards older women, beyond their teenage years, who want to regain some of their beautiful youthfulness. Youth is one of the most precious things for aging women, so any means to keep it intact will attract them. If we look at the model, we notice how healthy and pretty she looks. By transfer association, women will make the connection between a hair product and a youthful look. They will think that by obtaining shiny hair, their appeal will soon rise and they will feel good about their natural look.
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