The second ad I am about to analyse follows a very similar structure to the previous ad i have analysed. Again using a very simple structure the storyline has been developed to demonstrate the purpose and reason the product has being developed, focusing on what the shampoo has being especially developed for claiming to make your hair shine. Again celebrity endorsement is the main selling technique used to promote the product to a particular target audience. The prime target audience for this product is again females aged 15+ that take care of their hair and desire their hair to shine to improve it appearance. However using a male in the ad also allows the ad to appeal to a male audience as the product suggests that by using the product it could make you more attracted to your partner therefore males may buy the product for their partners. Females may be heavily influenced by this suggestion as it also ignites sex appeal as the audience are able to see the chemistry and attraction between the two characters. Freida Pinto a famous actress and also a new found Bollywood icon has being featured in the ad therefore she brings beauty appeal a technique that circulates L’Oreal products including their shampoo as is it obvious she is very attractive. Looking more in depth Freida also helps branch out to a wider audience as she is a role model and icon in different ethnic communities attracting a bigger audience and suggesting that the product is suitable for all to use. The overall mise- en scene of the ad is very simple, set in an unusual room that is filled with mirrors wall to wall however this is suitable for the theme of the advert as it appears her hair is reflecting the light due to its shine, using exaggeration to allow the audience to see the results of the shampoo. The reflection of her hair causes the light to shine brighter metaphorically demonstrating the purpose of the product. The colour schemes used throughout the ad are all symbols of the product being the same colour as the products packaging constantly linking back to the product, the colour used baby pink has being used to again metaphorically resemble the purpose of the product as the colour is a soft bright colour and stereotypically pink is a a colour that attracts women. The ad opens with a wide establishing shot setting the scene and introducing the main character. Throughout the ad there are a continuous montage of shots used including close up, extreme close up and medium shots focusing particularly on her hair and how it shines allowing the audience to see results also again close up shots are used to enhance beauty appeal and suggests that by using this product it could improve your appearance. In controversy to other L'Oreal ads a wide shot is used of the product during the end to simply show the product in the ad however this is different to most L’Oreal ads where the product appears on screens at the end making it the last thing you see and remember about the ad. Scientific claims and facts are also included in the ad to back up the claims L’Oreal are making, this is a very persuasive technique as if the product has already being tried and tested 9/10 agreeing that it works the audience automatically believe claims and ant to buy the product. Similar to all L’Oreal ads a voiceover has being used allowing the audience to have a better understanding of what the product has being especially developed for and how it works, using a females voice it reinforces that the claims are true and plays on the audiences natural tendency to believe another female and trust what they are claiming. The music used in the background has an upbeat rhythm that plays along with the action on screen also helps to create a feel good vibe around the product. It appears that this style is always employed by L’Oreal in their campaigns.
Distinction 3.2
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