L'Oreal Shampoo Advert.1
In our groups, we had to create two TV adverts for two products. Our group was given L'Oreal Paris hair products and we decided to stick to the original convention so that our advert would fit in with other L'Oreal adverts and make them look professional.
We started off by researching by watching existing adverts, we watched the adverts and wrote down all the techniques that we spotted in the adverts and then in our groups we created treatments, scripts and storyboards.
For our first advert for L'Oreal Paris hair shampoo we used these techniques...
-Beauty appeal
-Celebrity endorsement
-Scientific claims
-Promise a benefit
Beauty appeal -
In our advert we used Beauty appeal so that when people are watching t.v and the advert comes on t.v the audience is attracted to the person in the advert so that they see the product as bringing people beauty and attention. The beauty appeal is used in the advert so people will believe that using the product will make them beautiful.
Celebrity endorsment -
We used the Celebrity endorsment technique in the advert by putting someone in the advert who is suppost to be celebrity by giving the impression that they have a singing career. We decided to use the technique because L'Oreal often use celebrities in their adverts and use very famous people such as Cheryl Cole and Penelope Cruz. The technique is used to draw people into the advert and make the audience believe that using the product will make them more like the celebrity in the advert.
Scientific claims -
We used scientific claims in the advert because L'Oreal Paris adverts usually use the technique in to draw the attention of the viewers at home. In the advert the voice over claimed that the ‘shampoo has a special formula that protects, strengthen and nourishes your hair’ which will make viewers at home believe that this product is better than their shampoo and will make them want to try the product. We also included a graphic sequence in the product which will be used over the voice over. The graphic was a strand of hair surrounded by bubbles. We mutiplied the hair and used the graphic to show how the shampoo and conditioner would work.
Promise a benefit -
The promise a benefit technique is used make a promise to a potential customer about the product. The promise we used in our advert was that the product would include 'A special formula to protect your coloured hair'. In the advert we styled the girls hair so it looked healthy and professional and the viewers would believe that the product would make them look this way, promising them a benefit.
Other -
In the L'Oreal adverts we used specific colour schemes. For example, on our first advert the bottle of the shampoo and conditioner was red and white, so when filming we used red and white props. The girl in the advert wore a white dress so that she would fit in with the product. We did this because that is what L'Oreal use in their adverts.
In the advert our group made different editing decisions in order to put the different scenes together and make the advert work. When we edited the advert we also put in music which was fast music to gain the viewers attention and give the advert a rythem. We made the advert a little slower as well so that the advert was not really quick.
I think that the advert is effective because we made the advert fit in with the typical L'Oreal advert as we used the correct techniques that would gain more viewers and grab peoples attention. The advert was successful in showing what L'Oreal Paris have made.
If I could improve the avert I would change the graphic that we made. I feel that the graphic is good for the amount of time we had to do it but I feel that it does not fit in with the standard of the rest of the advert.
We made our advert with the Advertising Standards Authorities guild lines in mind. We used to guide lines to make sure the advert was suitable for daytime television and had no swearing or could offend someone. We have followed the guild lines in our advert.
Overall I think our advert was successful because we followed the ASA Guild lines and we stuck to the L'oreal advert type and used all off the correct techniques in order to have a successful advert!
