The ad advertising L’Oreal –Elvive shampoo follows a distinctive storyline that defines the purpose of the ad and what the shampoo has being especially developed for. Similar to previous ads, Celebrity endorsement plays a major part to the success of L’Oreal’s, advertising techniques influencing the viewer to buy the product. Essentially the target audience for this product is females aged 15+ that take care of their hair. Douten Kroes a worldwide famous model has being used in this particular add bringing beauty and sex appeal to ad therefore suggesting that by using this product the results may improve your sex appeal. Stereotypically women are heavily influenced by beauty and celebrity status by suggesting that a super model uses this product it influences women to buy the product. The storyline of this ad is relatively simple following a basic 2 part structure being there is a problem and the solution is to use the product. The overall mise-en scene of the advert is particularly influential as it set in what appears to be her home although it is extremely modern and again links to the celebrity lifestyle it brings comfort and a feel good factor around the product as you can use it from the comfort of your own home yet still see celebrity results. The colour schemes used throughout are neutral and rich often flashes of red will appear linking back the products packaging as the bottle is red therefore stands out against the neutral backgrounds, metaphorically of suggesting that it could make you stand out , co0nstantloy linking back to the product. The ad focuses on the purpose of the product using a range of camera angles and lighting effects to demonstrate the results of the product and how it can improve the appearance of your hair in terms of shine and colour also using facts to back up the product, according to surveys that have already being conducted by L’Oreal and in simple terms demonstrating the process that the product does through the improve your hair colour. There are several close up shots used for effects along with the lighting to show the results as it appear the light is reflecting of her hair due to its radiance . The ad opens with a long establishing shot to allow the audience to know what the as is all about. Close up shots are used not only to demonstrate the results of the product focusing on Douten Kroes hair but allows the audience to see her facial expressions and how she appears to feel and happy and radiant due to using this product it also enhances beauty as she appears very natural yet attractive. The advert ends with a wide establishing shot showing the product using the rule of 3 as the product is positioned to the left hand side of the screen suitable for the viewers eye level. Throughout the ad the soundtrack follows a steady calming rhythm helping to promote the relaxing feeling the product could help you feel as it is the answer to a problem you may have with your hair. The dialogue spoken by the character allows the viewer to establish how the products has made her feel. The voice over allows the audience to have a better understanding of what the product has being especially developed for and how it works. It appears that this style is always employed by L’Oreal in their campaigns.
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