Megan Baxendale L'Oreal Shampoo Review Advert 1

Understanding the Creative Media Industries 7.2

In this assignment we created two TV adverts for the product L’Oreal. Our group decided to do one advert on Shampoo and another on Hairspray. We researched L’Oreal adverts for Shampoo and Hairspray looking at the techniques used and what makes their adverts so successful. After looking at many L’Oreal adverts we decided to use the same techniques and style as many L’Oreal shampoo adverts. On the second advert for L’Oreal hairspray we decided to put our own style into the advert to make it a bit different. Before we could film and complete our adverts we had to create treatments, storyboards and scripts. This made it much easier when we were filming because we were organised and knew what we were doing.

We decided to try to use the same techniques for our L’Oreal shampoo advert as the current adverts we had seen on TV.  We tried to portray the person in the ad as a real celebrity because in the L’Oreal adverts we had studied there was always a well known celebrity. This technique we used was Celebrity endorsement.

We also used scientific claim in our advert. We stated that “Shampoo has a special formula that protects, strengthens and nourishes your hair”. Things like this are used in most L’Oreal adverts.  In order to show how the shampoo would do all those things to your hair we created a graphic sequence using Adobe After Effects. The Graphic Sequence showed strands of hair with water bubbles and the shampoo working on the hair strands. We used this in the ad to try and show what the shampoo does so you know what the product will do to your hair and persuade you to buy it.

We used the technique beauty appeal in our advert because many L’Oreal adverts use this technique. This is because it makes people want to use the product to look as beautiful as the celebrity in the ad. We tried to use beauty appeal in our ad by making the actor look similar to the celebrities in adverts on TV.

We tried to use the technique Promise of benefit in our advert. We did this by making the actors hair look shiny, professional and styled. This makes the hair stand out in the advert so that the audience notices what the product can do. Promise of benefit is when an audience can see that by using the product there will be a visible change and improvement. If this is shown well in the advert people are more likely to buy the product.

In most L’Oreal adverts we had looked at and studied we noticed that the colour of the shampoo bottle depended on what the colour scheme of the advert was. For example if the Shampoo bottle was the colour red the celebrity would be wearing a red dress and props in the background would be the colour red.  We used this technique in our advert to try to make it look like a real L’Oreal advert seen on TV. We used a red shampoo bottle and filmed in a room that had red ornaments and accessories to match the colour scheme. We dressed the actor in cream to make the advert a bit different to the ones we had studied but still used the technique.

We shot different shots in one scene so that when it came to editing we had a few to choose from. This made it easier when it came to editing the advert. When editing the advert I made sure that it flowed well and didn’t rush too quickly from different shots.

By using the same techniques as L’Oreal adverts use I think that this made our advert successful. L’Oreal is a well known brand and many people buy their product and this is because their adverts work well. We tried to make our advert persuasive and eye catching to an audience so that they want to buy the product and I think we did this well.

There are a few changes that I would make if I did the advert again, the lighting in the advert is often too dark then brightens so I think using lamps and a white sheet in the background would help more.  On parts of the advert some of the shots have too much space that isn’t needed so it doesn’t make the actor stand out as much as it should. Better framing would solve this problem. The quality of the graphics could also be improved to make them blend more with the advert and make it flow better.

When producing the advert we made sure that we followed the guidelines set by the ASA (Advertising Standards Authorities). The advert should not mislead, harm or offend people watching and I think we followed these guidelines in our advert. If some shots could have broke the guidelines we would take them again. Our advert is suitable for all audiences and does not mislead customers.

In my opinion I think that our advert was successful and worked well with the product L’Oreal. We took a lot of time filming, editing and planning our advert which showed in the final advertisement. The style of the L’Oreal advert is current and similar to many L’Oreal adverts already out there which also made it quite successful.