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Strategy of advertising
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The media control all mass communication all over the world, its existence is integral to today’s twenty-four hour society. All media is highly influential, from on television to radio, newspapers to magazines, but especially the £19billion advertising industry. Although many people refuse to admit it we are easily manipulated into buying particular products subconsciously, a well-produced and marketed advert can increase sales revenue for any product. Schwarzkopf hair care & dyes is well known as an alternative to the mainstream hair companies. Hans Schwarzkopf whose first formula in 1903 was an instant hit with his female customers established Schwarzkopf in 1868. The water-soluble powder shampoo, “The Shampoo with the Black Head”, offered an easy-to-use and value-for-money alternative to the expensive oils and harsh soaps of the time. Since then the brand has continued to grow and is famous for providing striking colours for women with a more adventurous style at an affordable price.
Their latest advertised product “Live Unlimited Gloss” hair colour was featured on the back page of Heat magazine issue 533. Heat is the UK’s leading women’s celebrity weekly costing £1.65 and a target audience of young celebrity conscious women. The target audience for Live Unlimited Gloss hair colour is young women aged 18-25 who want to make a statement with their hair colour and fashions, on a low budget.
In the top-right corner of the advert there is the Schwarzkopf logo in silver, set in a black background. To the left of this it says “111 YEARS Schwarzkopf” in a clear font. This instils confidence in the viewer that the product is of good quality and they will receive the benefits of the company’s long experience. Underneath this, th...
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...hine, but also cares for your hair as in the company’s slogan.
The third and final bullet-point uses the statistic that “9 out of 10 women are delighted by the long lasting shine.” The reader is finally persuaded by the largely positive recommendation from other women. By saying the shine is “long-lasting,” the customer is guaranteed good value for money.
In conclusion, this advert from Heat Magazine is very effective in portraying the message of the advert. The advert is subtle, and presents the main feature of shiny hair well, without being too garish and shows Schwarzkopf as being of high quality and professional. Not being someone who colours my hair this product does not interest me directly but I would probably suggest it to another based on this advert. In my opinion, this makes the advert successful as it reaches and is relevant to the target audience.
As many know, bold and vibrant colors can do a lot for an ad in its aims to turn heads and grab attentions. This ad happens to take a sharp turn away from the common belief that big, bold colors are the only sure-fire way to make an advertisement eye-catching. With this being true, one might wonder why this particular ad doesn't take full advantage of sparkling pigments and exciting color schemes. It takes a different, yet tasteful approach with their choice of color incorporation that proves to be very effective, and much more fitting than sparkling glitter. This advertisement is fairly simple: it displays a greyscale image of a man standing tall amid barren terrain. There is nothing more to this image, other than the quote “Remember My Name” across his stern face.
The advertisement's rich red coloring immediately strikes a viewer with exciting and salacious overtones. The red lettering, border, cigarette package, and swimsuit all emphasize social and physical pleasure. The other colors' absence only strengthens the red coloring's implications.
The biggest strength for Belle Couleur lies in one of its marketing mixes, price. Belle Couleur will be the only mid-priced product in the Dutch hair colorant market and will compete with the upper and lower priced brands. Moreover the price sensitive Dutch women are value shoppers and thus this aspect of the product will appeal to them. The market research indicated that the buying intentions of the women increased after the price was revealed in the test-use. The pricing of the product coupled with the price sensitive nature of the Dutch women will be the leading strength for Belle Couleur.
Hair dyeing became popular in the 1950’s, at that time, about 7% of American women chemically colored their hair. Today, about 75% of American women chemically change the color of their locks. Every day, new techniques and styles are added to the world of hair. Hair Colorists spend their time helping their clients change their look and add some fresh pigment to their clients’ faded strands. Although professional hair coloring has its challenges, hair colorists have a wide variety of creative outlets, have close personal connections with their clients and help them to build self-confidence and aid them in expressing their individuality.
Smoking is very popular in today’s culture and for someone to campaign against it is very difficult. There are a lot of people that have a problem with advertising but an advertisement like this would change their minds. Through the three rhetorical appeals, pathos, ethos, and logos, the advertisement is able to convey a vivid sense of danger and promote awareness of the harm of smoking. The people who created the advertisement did not exaggerate or put things in the ad that are irrelevant. They got their point across and did just enough to encourage people to stop smoking and also prevent people from
Dove is a personal care trademark that has continually been linked with beauty and building up confidence and self-assurance amongst women. Now, it has taken steps further by impending with a new advertising strategy; fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exits inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” what has been continuing ever since 2004 and times print, television, digital and outdoor advertising. As Leech (1996) believed,” commercial consumer advertising seems to be the most frequently used way of advertising.” In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing to influence their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist.”(Dyer, 1982:6)
The advert is for a new product called ‘WOMAN’ that they are adding to their line of fragrances. The first thing that is noticed about this advert is the colour. It is very contrasting with the black and white, and gives a big impact to the audience. The white usually signifies innocence but with the black background it’s suggesting hidden depths, like a wild side that you could have. The model’s look is very confident, like she can get
The Garnier Fructis advertisement, found in “Seventeen” magazine, promotes their new line of “Grow Strong” shampoo, conditioner, and treatments. The Ad features a young, attractive couple that seem to be happy. The first aspect of the ad that is noticed is the man, as he is the center of the page. The first thoughts that come to mind are that he is happy, attractive, and his girlfriend is caressing his head with her fingers through his hair. Next, you notice the woman who is beside him, the one caressing the man’s head. It is quite noticeable that her hair is long, shiny, and wavy. Also, the people in the ad are wearing fancy attire as if they are going to a formal event, which shows they are well-liked in society and are powerful. The product
Have you ever looked in the mirror and seen many white flakes in your hair? That is a sign you have trouble with dandruff. There have been many shampoos that have been created like Dove, Suave, and Pantene. Every shampoo brand has a different way of using ads to persuade buyers, but one shampoo who is made for men, guarantees greatness, and not dandruff is Head & shoulders. This advertisement is found in the Sports illustrated magazine. Head & shoulders advertisement effectively persuades its target audience to purchase their shampoo through the use of ethos, logos, and pathos.
The ad is full of different colors, as they are playing a remarkable role in the image. The Character also has been chosen and designed masterly and made the ad effective throughout the years. Overall, I believe this ad is an all-around winner in effectiveness.
Television commercials are television programming produced by any organisation to provide message in the market about their product or services. It is one of the most popular methods to attract customer and provide them information about their products or services.
A lot is shown in this 30 second advert many symbols, different images, all kinds of colours and a small variety of people. The first thing we see is a person holding a magazine with a women's face on it, the name of the women on the magazine is Caroline Penri after this a celebration is revealed there is a lot of people everywhere smiling and laughing and drinking most of these people are white, then we see two children they were boys and they were also white. After the boys were shown, we see bottles of total effects (the product), next we perceive the same two boys shown before, though this time they seem to be upset. After the upset boys are shown, we see the woman that was shown at the beginning (Caroline Penri) in bed with a man next to her. The last thing the advert portrays is a variety of cakes with numbers on them the numbers were 27, 30, 33, 34 and 36. One thing that really stood out to me in this advert is the numbers they had used like a list, 1 wedding, 2 kids, 43 bottles of total effects, 7 signs, 185 tantrums, 378 pre-dawn starts and 9 birthdays.
The design of the logo is a simple, strict sketch of the roller inside a circle. The roller is supported by the flames which is linked back to the name of the product Roller Racer. The use of the font Adam in bold, italic and underlined, provides the visual impact of symbolizing the most important information in the advertisement. To attract attention, the colour scheme in the advertisement has to be bold and stand out. Therefore, the colours used in the advertisement contrast the white font. By the use of the vibrant red as the main colour scheme, the advertisement stands out and provides a passionate, bold statement which links to the identity of the product. This provides a simple contrast between the font and the layout of the advertisement. The advertisement only includes two images of the product, one showcasing the exclusive features of the roller. The other image is a series of different coloured rollers “British Crosse, vibrant red, aqua blue and matte black” to provide the audience with a choice of what they
The campaign has certainly yielded the results it set out to accomplish. However, the long term effects of this marketing strategy remain to be seen. Will younger women or women who believe in the supermodel definition of beauty be attracted to the brand? Society’s definition may not change even though women feel more confident. Beauty is subjective and cannot be applied to an entire group. Women might feel more confident but that may not make them any more beautiful in the eyes of society which might cause the whole message to
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.