Advertisement Analysis ( Shampoos)

1. Advertisement Analysis (Shampoos)

2. Product or service is the commercial: -GarnierFruitics – Long and Strong (2011). -In 2011, Garnier partnered with TerraCycle. • Setting: -Market place environment, specifically set to appear in a village like setting. -Adds a pop of color to the commercial making it look vibrant. • People in the Commercial: -Beautiful young women with long, shiny hair. -Bright hair color, and also her skin complexion is clearly white. -The other people : rural people other than the model and her friends.

3. Objects in the commercial: -Marketplace, vibrantly coloured elements like the truck – Blue. • Commercial explained: -Base in promoting long and stronger hair. -The commercial sets a start with the truck getting struck in a pit and a beautiful young women with long,shiny hair pulling the truck away from the pit with her 5x stronger hair, as the product claims. • Target Audience -Women of all ages. -Uses cultural assumption that great hair will make women empowered and stronger. • Commercial creators claim: -As a brand that exudes freedom and youthfulness, promotes glossy, fortified hair. - The claim extends to longer, stronger and better hair, reduced breakage with the tag that reads ‘5x stronger hair’ on a comparitive basis to other shampoos(competitors).

4. Visual techniques: -Bold text for facts. -Images of a lime and -fresh, clean, and new. -Colors are bright and attract to the eyes. -The ad wants you to believe that GarnierFructis will improve your hair. They also want you to believe that you will be happier if you use their shampoo. This ad uses the cultural assumption that great hair will make you happier. • Aural Techniques: -Uses a change of tone in the music to project a good impression • Advertising Law of India: -This comparative superiority claim has no basis and is false and misleading. Such a claim cannot be made based only on a consumer study unless it is clinically proven. -Advertiser has no basis to claim that its shampoo is superior to the competitors, unless such claim is supported by a published peer-reviewed clinical study done for the products on a head to head basis. In supporting this arguments, an article stats that the false claims made by the advertisers is on rise in the recent years.

6. Advertising laws The Chapter 1 of the standards of Conduct by Advertising standards council of India. “Advertisements shall neither distort facts nor mislead the consumer by means of implications or omissions. Advertisements shall not contain statements or visual presentation which directly or by implication or by omission or by ambiguity or by exaggeration are likely to mislead the consumer about the product advertised or the advertiser or about any other product or advertiser.” Supers: “Supers” should be clearly legible and on TV ads should be held long enough for the full message to be read by average viewer on a standard domestic TV set. Therefore following minimum size of lettering of “Supers” and its holding time on screen for TV ads is required. 1) For Print Ads the font size of the “Supers” shall be minimum 6 and 7 points for 100 cc or less and more than 100 column centimeter or equivalent size ads respectively. 2) For TV Ads the size of the “Supers” shall be of minimum 12 pixel height and stay not less than 4 seconds duration on the screen for up to 2 lines of “Supers”. For every additional line of “Super” additional 2 seconds of hold time would be required. Script of the “Supers” should be in the same language as the audio of the advertisement.

7. Product or service is the commercial: -Unilever launched Dove in the US in 1957 as a bar of soap. Over the next 40-odd years it grew by launching into other countries and other 'personal care' categories. • Setting: -Set indoor and showcases a studio environment. -Theme color is white – symbolises purity and goodness, this soothes the eyes of the consumer. • People in the Commercial: -The Dove Campaign for Real Beauty (and Real Women) has been in worldwide existence since 2004. Dove uses a successful marketing strategy in setting the wider agenda for ‘real’ woman to see and feel beauty in themselves in perhaps ordinary and everyday ways. This commercial does not have celebrity endorsement. The three models in this commercial appear to mirror ordinary consumers of Dove.

9. Commercial explained: The commercial is set in a studio environment, and the commercial starts with a question that reads, “To see what happens because of hairfall”, the models are asked to do a test in which they fail and notice breakage in hair. Then the commercial claims with use of Dove shampoo, they get visibly fuller hair. • Target Audience: This ad's target audience is women of all ages. Specifically, women of agegroup 18-34. • Commercial creators claim: The Dove Hairfall Rescue commercial claims that the advanced nutrilock technology present in dove nourishes damaged hair and reduces hairfall. It also claims for visibly fuller hair. • Visual techniques used to convince customers: The visual representation of how the nutrients present in the product nourishes the hair and reduces hairfall, convinces the customers on the action of the product. • Aural Techniques: The audio/music is used very effectively as the tone of the music gradually transition from sad to happy tone depicting the transformation of their hair after the use of the product.

10. Product or service is the commercial:The L’oréal Paris 6 Oil Nourish Shampoo - specially created by the L’oréal Research & Innovation Centre in India. • Setting: The commercial is set like a living room where the product is endorsed by a celebrity. The set up looks porshe and extremely mordernised. • People in the Commercial: The Lorealparis, 6 oil nourish is endorsed by Katrina Kaif. • Commercial explained: The commercial is set in a living room environement to give a personal care and trust from the celebrity to the consumers. Creating suspense element to know the secret this motivates the buyer and holds their interest. The creative visualization of the product is also vibrant and bold that makes the facts and the claims presented by the product clear.

11. Target Audience: This ad's target audience is women of all ages. • Commercial creators claim: The Commercial claims that the product contains a blend of six nourishing oils that has 6 benefits in making the hair. Claims to enhance the shine and texture of hair. • Strong •       Soft •       Smooth •       Thick •       Shiny • Manageable • Visual techniques used to convince customers: The visual representation consists of black and gold as the theme colors. This instills a sense of porshe,high end product value. Katrina’s hair is made to look long,bouncy and shiny that mirrors healthy, strong hair. • Aural Techniques: The audio/music is subtle yet effective.

12. The CCPC recently have noticed that, Endorsement & Image Rights: The endorsement of a product is one of the many ways in which an actor exploits his image rights. An endorsement contract is a form of personality endorsement. Personality endorsement is when a well-recognized public figure ‘endorses’, i.e., supports or approves of a particular product or service. The consumer base that the endorsement generates is attributed to the fact that the celebrities who endorse the products are trusted and emulated by a wide section of the population.

13. False Advertising & Consumer Protection Laws: In India, consumers can bring a case in a consumer court for ‘unfair trade practice’ which has been defined under section 2(1) (r) of The Consumer Protection Act, 1986 and includes false claims made for promoting sale of any goods. When we speak specifically in context of food items, according to section 24 of the Food Safety and Standards Act (FSSA), any person who makes false claims (orally, in writing, or visually) about the nutritional value of the product or the efficacy of the product without providing any scientific justification stands in violation of the Act. The motivation for a consumer to buy a product comes not only from the appeal of the commercial but from the ‘person’ who has done the commercial. Both the Acts cover false claims made orally or by visual representation and the celebrity can well fall in the purview of the legislations.

14. TRESemmé • Product or service in the commercial: TRESemméshampoo. • Setting: Salon, Fashion show and celebrity photo shoot. • People in the commercial: Salon expert, Movie actor. • Objects in the commercial: Shampoo. • Commercial explained: This shampoo will make your hair smooth and you will feel like an actor after using it. You will feel as if you have been to a salon after every shower. • Target Audience: Young girls.

15. Commercial creators claim: It will smoothen your hair for sure. • Visual techniques :They wash the model’s hair and after the wash her hair shines and she feels like an actor. • Aural techniques: Chair worthy hair. That is you get your hair smooth and shinny even at home by using TRESemmé. You can save money too.

16. Pantene • Product or service in the commercial: Shampoo • Setting: House(interview) • People in the commercial: VOX POP, Researcher, ShreyaSharan(actor) • Objects in the commercial: Shampoo • Commercial explained: The model explains about how she feels after using Pantene shampoo and it reduces her hair fall. • Target Audience: Young girls.

17. Commercial creators claim: 15 crore women claim that PANTENE is the best shampoo. • Visual techniques used to convince the customers: ShreyaSharan endorses, they show how the shampoo penetrates through the scalp and strengthens your hair. • Aural techniques: 91% women believe in PANTENE.

18. Fiama DiWills • Product or service in the commercial: Shampoo • Setting: Outdoor • People in the commercial: Female models, DeepikaPadukone( Actor) • Objects in the commercial: Shampoo • Commercial explained: • One girl feels sad for her hair being dry, Deepika’s hair keeps glowing because she uses Fiama Di Wills daily. She suggests her friend also to use it, she uses it and feels great. • Second ad: She is able to break the laser beams with her strong hair. • Target Audience: Young girls

19. Commercial creators claim: 99% hair fall control • Visual techniques used to convince the customers: Makes your hair strong and smooth. • Aural techniques: It contains both natural and scientific values and it will keep your strong and shinny.

20. Sunsilk • Product or service in the commercial: Sunsilk Thick and Long Shampoo • Setting: Red Carpet • People in the commercial: Celebrity endorsement – Priyanka Chopra. • Objects in the commercial: Shampoo • Commercial explained: Priyanka Chopra shows off her hair that is thick and shiny • Target Audience: Young Gls

21. Commercial creators claim: Hair thick to the tips, long • Visual techniques used to convince the customers: Makes your hair strong and smooth. (2x stronger) • Aural techniques: It contains both natural and scientific values and it will keep your strong and shiny.

22. Clinic Plus • Product or service in the commercial: Clinic Plus • Setting: Home • People in the commercial:Mother Daughter relationship • Commercial explained: • Target Audience: Young Gls