Companies have many different goals in posting advertisements. However, the main purpose of an advertisement is to get the customers’ attention and sell products. Each advertiser uses different techniques when creating an advertisement. An example of two different shampoo brands, and HEAD & SHOULDERS and GARNIER FRUCTIS demonstrate different ways that companies present their ads in order to appeal to customers. Like other companies, HEAD & SHOULDERS and GARNIER FRUCTIS get the audience’s attention by describing product qualities, using celebrity endorsement, placing the ads in many different media, providing guarantees for their products, using ethos and logos (emotion and logic) to appeal to the emotions and rationalizing nature of customers, and by appealing to customer’s needs.
The GARNIER FRUCTIS advertisement is for a shampoo product that makes hair sleek, straight and flexible. In addition, it protects hair from damage and makes it look awesome. Moreover, the shampoo has other products to take care of the skin or the hair such as, lotion, gel for hairstyle, and oil. In addition there are many features on GARNIER FRUCTIS. The Apricot is to smooth frizzy hair. Then, Avocado Micro-oil nourishes and protects and contains a micro-oil for heat protection. Finally, the best thing about the shampoo is making the hair stay sleek even in 97% humidity.
The other advertisement is for shampoo, which is called HEAD & SHOULDERS. However, this is a commercial made by Pittsburgh football player Troy Polamalu. In addition, the ad is showing the picture of a Chemical equation. Otherwise, there are many advantages in this product. It makes the hair fuller and thicker looking in one week, guaranteed. Moreover, HEAD & SHOULDERS, as they mention in the ad, leaves the hair looking fuller and with no shell and scrape. In addition, Head and Shoulders is an official sponsor of the National Football League.
The ad for GARNIER FRUCTIS could easily appear in All You magazine, which targets people who like to be attractive and care about fashion and models. Rich people have the ability to buy the best products that are useful for themselves, and have enough money to spend on such products that have a good feature when they use it. However, the ad could easily be placed in All You magazine, because they want to attract their customers from the magazine. Otherwise, they post the ad on famous magazines that most of the customers like to read. However, this is an intelligent way to show their products and tell them about the advantages of the product and tell the costumers about what they’re looking for. In addition, the ad wants the audience to focus on the product’s features. For example, the product is mixed with fruit and oil that make the hair sleek and shiny, not gooey. That’s what the customers want to use. The ad should omit the disadvantages, such as customers complaining about the product. Otherwise, they might lose their customers and their profit will be reduced.
The ad of the HEAD & SHOULDERS could easily appear in Pink Villa magazine, which targets people who are interesting in catwalks, care about style and beauty, and have extra money to spend on such products that make their shape beautiful and wonderful. In addition, the commercial could easily be placed in Pink Villa magazine, because this magazine targets this audience. It’s clear that Pink Villa magazine targets this audience, because they want to get customers’ attention. Its the only way they get more customers and persuade them to buy the products by advertisements. However, the advertiser should focus on what the customers need and what is useful for them. Also, the ad wants the audience to focus on the products. For example, they post their products on TV, magazines, and newspapers. Moreover, the advertiser has to make the ad away from the other products. Thus, when audiences see actors use the product in the ad, audiences will buy the product, because they have seen their favorite actors used it, that one of strategy way to attract audience, or when the product come up with pictures of actors. HEAD & SHOULDERS is one of the best companies, because they guarantee their products for customers. Hence, that shows the company’s success is that it has a great reputation that can make the company’s profit be raised. Otherwise, there are some features in the shampoo product such as, mint and green tea. That’s makes your head refreshed and cold. Moreover, the shampoo has nutrition that continuously targets dryness, keeping the scalp healthy and leaving the scalp more comfortable.
There are two products that I have chosen, GARNIER FRUCTIS and HEAD & SHOULDERS. In the ad for GARNIER FRUCTIS shampoo, the advertiser uses logos. For example, the shampoo makes the hair sleek, straight and flexible. Moreover, the product has some features like avocado, which nourishes and protects the hair, because it contains a micro-oil for heat protection. In addition, the product has apricot to make the hair smooth not frizzy. Most importantly, the hair stays sleek even in 97% humidity; that’s what attracts the customer. The advertiser uses logos to attract and get the customer’s attention to the product. However, the advertiser of HEAD & SHOULDERS uses both ethos and logos, because he guaranteed the product 100% for fuller and thicker hair in one week. Therefore, they mention information that the product leaves the hair looking fuller and with no shell and scrape. In addition, the advertiser also uses Pathos, because he mentions when people use the shampoo they will have a sense of imagination, because there is a little Troy in every bottle of HEAD & SHOULDERS. In addition, HEAD & SHOULDERS is an official sponsor of the National Football League. GARNIER FRUCTIS mentioned in the ad a woman with straight and pretty hair to attract the women, because the target audience is the women. Also, the advertiser made the ad of the shampoo have a beautiful woman who is looking to have sleek and shiny hair. However, the customer will find the shampoo is useful especially when the weather 97% humidity, because it stays sleek. On the other hand, in the HEAD & SHOULDERS ad the advertiser created this ad to attract people who are athletic and have a curly hair. Moreover, that is the reason why the advertiser used Troy’s picture on the shampoo product as an example. In addition, he includes a feature on the shampoo that is guaranteed the customer will have fuller and thicker hair in one week. Thus, the advertiser didn’t include the price for both ads; because the customer won’t care about it; the most important thing to them is to take care of their head scalp and to have good hair.
In conclusion, it is easy to see that both shampoo companies, HEAD & SHOULDERS and GARNIER FRUCTIS, use a variety of techniques for each advertisement in order to promote their products. Though these advertisers do not use all of the techniques at once, they use some combination of several of them in each advertisement including product qualities, using celebrity endorsement, placing the ads in many different media, providing guarantees for their products, using ethos and logos, and appealing to customer’s needs. The techniques used for each advertisement depend very much on the target audience. By customizing the advertisements to appeal to target audience, the companies will have success in selling their product and consumers can find the products that best suit their needs.
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