Advert Analysis - VH2

http://www.tellyads.com/show_movie.php?filename=TA9240

L’Oreal generally use the same types of techniques for each of their adverts, they do this because the techniques used such as beauty appeal, celebrity endorsement, promising a benefit, all get the reaction they want, they use it because it works and sells their product, because people want to be like the celebrities and be beautiful and the audience believes that their hair is so nice and smooth because of L’Oreal shampoo. I have chosen another advert to analyse starring Doutzen Kroes.

Celebrity Endorsement-

          Again L’Oreal has used one of Victoria’s Secret Angels. Doutzen Kroes is a well known Dutch model many women would look up to her as a role model or as an idol. Therefore a lot them, just by seeing this advertisement, would go out and buy the product just because they are told that Doutzen Kroes uses the same product many viewers would feel they have some of the same characteristics as her.

Promising a benefit-

          This technique is used very often, and works very well, in this advert they tell us that the product targets highlights making them shimmer and giving 2x shine protection they also promise for a soft and silky feel, this benefit will appeal to many women with highlights as not all shampoo’s promise this.

Scientific Claim-

          This advert claims to be enriched with royal jelly and brighteners and claims that the conditioning formula nourishes hair. Many people will believe this claim which will make them want to buy the product.

There is a number of common themes in all of the L’Oreal advertising campaigns including the choice of colours throughout the ad always corresponds to the colours of the shampoo bottle that they’re advertising. L’Oreal adverts always start with a mid shot of the main character and establishes the setting of the advert. Throughout the ad there are a number of close ups and medium close ups of the characters face and hair to show the effect that using the product has. At the end of the advert the main character usually leaves the shot with a happy expression on their face which symbolises the effect that using L’Oreal can have on a consumer, which is then followed by a close up shot of the product itself.