ASSIGNMENT TITLE: ADVERTISEMENTS COMPARITIVE ANALYSIS

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 ADVERTISMENT ANALYSIS

Garnier Fructis Shampoo:

Critical analysis: This Fructis advertising targets ladies in this target group by addressing

beauty concerns, specifically worries regarding the hair of females. In the United States of

America, the hair of women and its appearance is considered as a major concern. Thus, women

continuously struggle to improve their hair. For this purpose, they search products and treatments

that assist the hair to be better and appear according to the latest trends. This motive is not

different from many existing products in the market. As a result, proposing the ladies ‘charm,

self-assurance, and power are the hidden themes of this advertisement. The major focus of the ad

is the longhaired woman depicted on the page. The wording in this advertisement emphasizes the

concept of beauty while also conveying themes of confidence and strength. The usage of words

also hints the common language used among women for good hair and body such as the work

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sleek. Writing these keywords in larger font derives attention. Because having "sleek" hair that

"shines" is considered as desirable in our culture, women want to link these phrases with positive

connotations. As what is sleek and what shines may signify different things to different people,

these terms are quite subjective. The brand positioning here comes to a friendly level so that

comfort of language conveys the message of products.

Target audience: The above shown advertisement of Fructis Shampoo is trying to highlighting

the worries of women regarding their hair and how they want it to look attractive. Thus, it is

targeting the female teenagers and adults. The motive is to sell something that is the source of

boosting confidence of women and enhancing attractiveness.

Other stakeholders: Some other stakeholders of this advertisement can be hair specialists,

social groups based on women etc. Some other intermediaries include stores and malls.

Brand positioning: Similar to many other brands, the model presented in the advertisement

possesses qualities that many women around the world aspire to hold. The symbolic

representation of the above shown women proposes the audience to buy the product for similar

results. She is encouraging the women to trust the brand in terms of promised attraction. After

all, she conforms to society's definition of "pretty," (Choma et al., 2014) and readers are

accustomed to seeing these gorgeous ladies placed in star parts in Hollywood and adored by fans

and imaginary male suitors. There is an emotional (pathos) appeal of the brand here too. Because

fruit is associated with health and beauty, the fruit theme gives readers a sense of security when

using hair products. As a result, women may believe the product is a safe option. The reason is

that it is made up of natural ingredients instead of chemicals and artificial things. This is

highlighting the ethical advantages (ethos). The colorful representation by the usage of fruits is

also making it attractive and genuine.

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Choice of Medium: The advertisement has been conveyed through image/poster.

Marketing issues: The element of objectification can be seen when the commercial appears to

be teaching women that they can only feel safe on the outside if they look a certain way. This

advertising highlights the strength a woman may possess if her appearance meets society's

beauty standards while some may believe that strength is a desirable quality in a woman.

Dove Shampoo:
“Campaign for Real Beauty in 2004: https://www.dove.com/ca/en/stories/campaigns.html”

Critical analysis: It represents the thought prevailing in the society that ideal women possess

specific qualities to be attractive. Consumers who bought more than one Dove product accounted

for two-thirds of Dove's sales prove the evidence that the campaign has improved brand loyalty

includes the fact that later that was double the number before the advertisement. “Internalization

of the slim ideal might start as early as three years old, according to research. Numerous studies

have found that teenagers turn to persons they see on television to decide what their own bodies

should look like. The negative consequence is as follows: the more people compare themselves,

the more they seek to be slim, the more they detest their own bodies, and the more they

participate” in risky activities (Jonnes and Bukingham, 2015). If Dove's objective was to start a

worldwide debate about female body image, it has surely succeeded” (Botta, 2015). We leave it

up to the reader to judge if the campaign is ultimately useful, detrimental, or somewhere in

between. It is not our goal to take a position on the worth of the campaign. Rather, we wanted to

look at the campaign from multiple perspectives and urge customers to do the same with overall

efforts of brands.

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Target audience: Having a good attitude towards this brand results in the target audience of

women in believing that they must also follow the ideal presented in the advertisement to be as

good as it.

Other stakeholders: Many self-esteem programs have sought to encourage young females to

avoid harmful comparisons with models. However, this may expose early teenage girls to

comparisons with "real women," such as those in Dove's marketing campaign. Almost a decade

after its inception, the Dove Campaign for Real Beauty is still going strong. One explanation

might be that, despite its flaws, the campaign can still be viewed as a step in the right direction.

Brand positioning: One of the Dove campaign's most significant accomplishments was that it

sparked a global discussion about broadening the meaning of beauty. The major issue being

addressed was the “repeated use of unrealistic, unachievable imagery, which imposes limitations

on the notion of beauty. Dove aimed to revolutionize the advertising culture by questioning

beauty clichés; they chose actual women whose features deviated from the traditional ideals of

beauty” (Odell, 2018). Furthermore, Dove continues to launch new programs that encourage

good body image, the most recent of which being "Dove Real Beauty Sketches."

Choice of medium: The medium of advertisement is video and campaign.

Marketing issues: Dove performed a captivating sociological experiment to investigate “how

women perceive their own attractiveness in comparison to what others see, with the takeaway

message being you are more beautiful than you believe. The video's release sparked a firestorm

of debate, both favorable and bad, concerning the message it sent. To emphasize more, the brand

could have shown interviews of women based on their real life issues related to the subject.

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Bibliography
BOTTA, R.A. 2015. Television images and adolescent girls’ body image disturbance. Journal of

Communication. 49(2), pp.22 - 41.

CHOMA, BL, BA VISSER, JA POZZEBON et al. 2014. Self-objectification, self-esteem, and

gender: Testing a moderated mediation model. Sex Roles., pp.645 - 656.

JONES, AM and JT BUCKINGHAM. 2015. Self-esteem as a moderator of the effect of social

comparison on women’s body image. Journal of Social and Clinical Psychology. 24(8), pp.1164

- 1187.

ODELL, A. 2018. Dove seeks women with ‘flawless skin’ and ‘no scars’ for its next real beauty

campaign. [online]. [Accessed 14 October 2021]. Available from World Wide Web:

<http://nymag.com/thecut/2010/06/dove_seeks_women_with_flawless.html.>