Analysis on the 'Herbal Essences' Advertisement

Conceptual Analysis of a Printed Advertisement

Name of Product: Herbal Essences, New Hydration Collection.

Magazine/Publication & Date of Issue: Look Magazine/31st August 2009

CODES & CONVENTIONS

What does the choice of images and written text tell the audience about the product?

The image seems to be culturally referring to the Middle or Far East with the dessert backdrop which also suggests hot temperatures to fit in with the theme of the shampoo which is about hydration. Coconuts also suggest an exotic feel of a foreign location and setting. In addition the use of the words ‘exotic orchid and coconut extracts’ give another sense foreignism and display a more isolated feel which may refer to the shampoo, meaning there is nothing quite like it. Its different, exotic and so different its foreign or may be the location is to suggest that the shampoo is so relaxing it takes you on a little adventure.

Are the images culturally specific, if so what is the purpose and effect?

The use of colour is another point which clearly displays its theme, with the bright clothing on the model and the colourful flowers and scenery it shows. The tribal clothing is also something to comment on as it gives an idea of afro Caribbean culture, for example the tribal bracelets which give an earthy feel especially against the desert backdrop. However there are other campaigns with Mischa Barton which are targeted at the American and English audience as she was born in England, but primarily works in America. Also the use of the title ‘the Great Escape’ expresses adventure and presents an idea of getting away and having a tie of relaxation. Her being the new face of herbal essences helps endorse the product as many people would think a celebrity uses it then so should we, and also her fan base will want to buy it too. Furthermore the use of blue on the dress and in the sky focuses the attention on the shampoo as that’s blue too and the also connects to the advertisement for ‘hello hydration’ which is to do with water and purity. The use of pink flowers may suggest a more feminine audience is being targeted than the male audience.

Are the images inter-textual?

As mentioned before the use of Mischa Barton which also helps her get a more public boost and get a larger fan base. Also she is going to be in a new show where she is a model which connects with her modelling for herbal essences.

Does the advertisement have a specific genre?

It is in a kind of fairytale place where the model is well hydrated in a heavily heated area with her eyes closed, almost dreaming about the shampoo and its excellence. It seems like the model is in a beautiful location where she fantasising in a dream like way. The model seem to have her eyes closed and is exhaling which possibly means she is enjoying the setting. The genre is most definitely fairytale/fantasy.

Is there any use narrative?

There is no specific story telling or direct narrative although it is directed mainly at women and refers to women in the advertisement. Although the main theme that comes across from the advertisement is that when using the shampoo you go to your wildest dreams and it makes you feel vibrant and lively.

Is there any secondary marketing?

There is no definite secondary marketing of another product although there is marketing of deserts and middle eastern countries because the setting may draw peoples attention to the countries and encourage tourism. Otherwise there is no particular selling of any products. In addition the logo says ‘the great escape’ which talks about escaping for an adventure or holiday.

REPRESENTATION

What kind of world is being represented?

A kind of exotic, surreal world is being shown, with the deserted location and hot climate. As it says ‘exotic orchid’ and ‘coconut extracts’ which also suggests an exotic feel. This is added to, with the picture of coconuts and flowers and also the tribal bracelets and clothing. The advert also has a glamour element to it and it also seems like a perfect world where everything is fun and enjoyable. Although there is only one female model there is no objectification of the model. The use of light is also very intriguing as the light mainly seems to shine on the models hair and face which makes her seem more heavenly and angelic and as thought she is in heaven. The wave or splash of water created from the movement of her hair makes her look more like a mermaid, it seems like she is possibly under water which adds to the fairytale theme.

What kind of representation is there of social groups?

The camera angle is taken from a lower angle which makes the woman look more powerful and in control. This doesn’t objectify the woman in fact makes her seem more dominating and equal. The model seems of White American race possibly due to the product being made from an American company. This may offend other races as they are not highlighted in the advert and question why is there not a Black model or Asian model, but this may only be for a few people as the advert itself is not racially offensive or attacking any racial groups. The advert primarily is displaying women as authoritative and powerful. The female model against this dream-like backdrop may well suggest that they are trying to show ‘us women can do what we want, and go where we want!’ which is an attack against chauvinist men who believe they are better than women and do not believe in equality and women being in control. However considering age it isn’t targeted at older women who probably do not have hair that is that healthy anymore this shown through the model’s young age and young looking skin which shows that this product is probably not for those at the age of 50-70.

What kind of representation of ideology is there?

The slogan ‘the hydration that your hair’s been thirsting for’ is quite playful and comical with the use of ‘thirsting’ to refer to drinking as though hair can drink water? The description underneath the slogan ‘with exotic orchid and coconut extracts. And an intensive mask for extra lashings of lusciousness’ displays a exhilarating yet friendly vibe. It also portrays the women its targeting, women who do not care about traditional views and are more focused on modern ways of women being allowed to do what they want to do and not being tie down to be just a housewife and not being allowed to enjoy their femininity. It encourages the role of independent women making their own decisions and being sexual to some extent if they want to. The use of words ‘intensive’ and ‘lusciousness’ gives a sexual essence which promotes the view that talking about sex is normal and how its become a norm in today’s society. The whole advertisement itself moves away from traditional views and focuses more on modern culture.

AUDIENCE

Who is the potential demographic audience?

The audience is women at the ages of 18-30 possibly 16 and 17 year olds too, but primarily 18-30 year old women as they are most likely not to be married and not mothers yet, but also working so they are more likely to have money to spend and so therefore can buy this product. It was purposely marketed in a magazine(LOOK magazine) that targets women of the ages 18-30. It targets women because for a shampoo like this women are the mass market and that’s where all the money is. Today most women are looking for the latest thing to make them look younger or beautiful. The model is of an age of about 21 which also suggests the age of the targeted audience. The playful language of ‘lusciousness’ and ‘exotic’ also give a younger image to the target audience.

Explain the appeal to the audience?

The advertisement is very colourful and bright which is appealing to most customers. The exotic location and beautiful model also makes it looks even more appealing. Many women will probably see the model and envy her looks and hair and so through also jealousy want to buy the product so they can be attractive like the model. The rest of the campaign which uses Mischa Barton as its spokesperson generates even more interest because people will want to be like a celebrity who is considered very beautiful and attractive to the public. The public will think ‘if its good enough for a celebrity, then its good enough for me’ which means the use of celebrity makes it more fascinating. There is that glamorous vibe which many women thirst for as they too want to look glamorous and feel like a model. Which is drawn to the readers attention even more through the use of light as it shines on her face and hair which makes the viewers think that that’s attractive and they want their hair to shine like that too.

EVALUATION

What is your overall opinion of the advertisement?

I like this advertisement as I think its light hearted and exotic. It makes me feel happy and want to buy the product because the overall advert is appealing to me, this is probably because it is targeted at an audience of my gender and age. The use of colour and text is incredible and I love how they intertwine and compliment each other to give an overall great advert. I chose this advert because its attractive, vibrant and colourful. If I saw this advert then I would buy this product because from the advertisement it looks like the product really works and does keep your hair healthy and clean, and also looking shiny. I like the use of imagery such as white coconuts and pink flowers which makes the advert look more feminine and appeal to me more.

Another thing to note is that the slogan is very contagious and quite clever ‘the hydration that your hair’s been thirsting for’, and it almost makes you think that you need to buy this shampoo to feed your hair’s thirst and keep it alive. The bright colours of blue, yellow, white, pink and purple give a rainbow effect and draws my attention to the advertisement. However, I would prefer the advertisement to have more than one model may be another woman of a different race to target a larger audience and give a positive image of racial equality.

Otherwise the advertisement itself is very creative and has much content for a simple advert of its size. The costume and colours used is extravagant and the lighting is exemplary as it is shone in all the right places to highlight the results of the product. The setting and location is amazing and almost draws you in with its lighter and darker shades and its use of shadows to enable you to focus more on the advert.

In conclusion I think advert is overall a good advert and uses colour and setting very well. The theme plays well with the text to attract the correct audience. It has quite a bit of content, but to an extent lacks depth and possibly lacks meaning as there is no real story being told. The dreamy, fairytale world that is shown is executed very well and portrayed in an elegant manner.

Dalia Chowdhury