Analysis Of Shampoo Advertising Essay, Research Paper

Everywhere

you go advertising is all around us.?

Whether it is in town with billboards and banners, or at home via the

media with T.V. or radio. Advertising

is important to study as it tells us about how the mind reacts to pictures,

colours and words and how the right mix of these tools can subconsciously force

us into buying products which we would usually not consider buying.? One example of this would be to buy a

particular food because of advertising suggesting that you could lose weight,

showing very attractive slim people but in small print on the product it says

?only as part as a calorie controlled diet?.In

this piece I shall discuss an advert for a shampoo manufactured by Clairol

called ?Herbal Essences?. The

main picture in the advertisement is of the bottle at an angle with the shampoo

exploding out of the top into flowers.?

I believe that this is trying to suggest when the bottle is opened, you

are ?hit? with a sudden powerful aroma of fresh flowers.? The bottle is bursting with a natural

fragrance.The

background of the advertisement has been kept quite plain and off-white in

colour.? I think that this has been

chosen because it shows off the dark coloured bottle and flowers and makes it

the main focal point (easily recognisable at the shop).? Secondly it is a natural colour, fitting

with the organic theme and not a false colour that perhaps purple might

suggest, these rich colours indicate luxury. The advertiser, Clairol, will have

wanted to keep this natural image throughout the advertisement due to the

current trends of the day, as it is at the moment ?fashionable? to eat organic

foods, drink organic drinks and now it is becoming fashionable to wash your

hair with organic shampoos.????? The

name of the product is ?Herbal Essences? which suggests that the shampoo

contains lots of different natural essences.?

The lettering is in a simple, small font and in the colour green on part

of the advertising, again to look natural and healthy.? ?Herbal Essences? is positioned on the

advert at the far right hand side and in the centre, this is because when

published in the magazine, the brand name will be on the outside of the page,

increasing the visibility, however the actual size of the words are the second

smallest on the advert, this may have been done to make the reader continue to

read all the way through the advert before they are told what the name of the

product is.One

of the slogans used in the advertisement is ?a totally organic

experience?.? I believe this was chosen

due to its sensational meaning and its sexual connotations. The word ?organic?

is used to remind us that natural herbs and botanicals are used.? ?Organic? is written in dark green with ?a

totally? and ?experience? in a shade lighter emphasising the importance to the

reader it is organically made. Around the shampoo exploding around the bottle

are the words ?yes! yes! yes!?? These

are introduced to try and describe what the user might say whilst washing their

hair.? They are also the largest in font

size on the picture and again are green. They start in a light shade and the

gradually increase in size and boldness. This might suggest the increase in

pleasure as you shampoo.? Another slogan

used within the advert is ?start an affair with your hair? which rhymes.? This also uses alliteration with ?an affair?

and by putting this with the rest of the slogan ?with your hair? it nicely

flows as you read or say it.? These

words are suggestive and might invite the consumer to introduce some excitement

into their lives by using the shampoo.The

shape of the bottle for the shampoo is simple with curved corners. The plastic

is transparent so that the actual shampoo can be seen and it also enables you

to see the very attractive flowers and herbs on the back of the bottle to give

the effect of herbs and flowers being inside the bottle.? The bottle looks original and exclusive with

a rich deep golden colour.The

advertisement has tried to create a natural image with the use of appropriate

colours and words whilst also suggesting excitement and fun. This is achieved

by using several different slogans to appeal to a variety of different people.

Someone may be interested in the product because of its natural properties,

herbs, mountain spring water etc, or alternatively someone might purchase the

shampoo for a ?thrilling experience?.