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?.
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