Pantene Advertising Analysis

The definition of true beauty continues to evolve as generations pass and new ones emerge. Ulta Beauty, a popular cosmetic store, sells products with the aim to make women feel confident in their skin. Their use of advertisements helps spread the word about new, improved product lines and reach out to potential buyers. Selling makeup is the obvious goal of a cosmetic store, but the kind of consumers they attract and how varies between different franchises. When a company displays their products in one shot instead of in a commercial, the task of conveying the message becomes harder. Ulta Beauty persuades women to purchase their products by pointing out buyers’ insecurities while still appearing to promote empowering feminist values.

In most commercial advertisements on television, women show more skin than men. Commercials use women to sell sex because it attracts more attention than men showing their bodies. For instance, Britney Spears, a singer whom many teenagers admire, appeared in a music commercial for Z100, the number one radio station in New York. Z100 promotes commercially hot music in modes such as pop, rock, and R&B. In Z100’s new commercial, Britney Spears is wearing a beige outfit consisting of a tight tube top and small shorts that accent her chest and buttocks. After talking for a moment, she starts dancing with her back facing the camera. Viewers are visually drawn to the shape of her body. As spokesperson for Z100, Britney Spears is being used as a marketing tool to attract men and increase ratings. Z100 could have had a popular male in its commercial. Instead the company’s executives chose a popular woman known for her hourglass figure because men prefer to look at young, shapely, nubile women.

Magazine advertising share a common message theme: SEX SELLS. Advertising uses sexual content such as sexual or erotic images, and words or phases to attract the attention of the consumer who then notice the product. This form of advertising has been used for centuries dating back to the 1800s. The famous tobacco company W. Dukes & Sons Tobacco, used a strategy to sell tobacco in 1885, by inserting trading cards of sexually provocative actresses into their tobacco packages 3 ( see image #1 4). W. Dukes & Sons became the leading tobacco companies by 1890. How about this slogan “To make your skin flawless” from Woodbury’s Facial Soap company. The soap company was near its end in the early 1900s. To boost their sales, they changed their advertising. They had previously used images of a doctor’s face on their soap wrappers and advertising. Instead, they incorporated images of romantic couples showing attractive, young beautiful women along with slogans as “A Skin You Love to Touch” 5 to increase their sales. This strategy was very effective. The advertisement contained a couple; a young beautiful woman looking straight ahead and a handsome man looking at her. The male model is holding her right hand with his left arm is wrapped around her, holding her close to him. This gives the viewer the idea that the two models are a couple. The slogan in the

Sally Hansen is known for their beauty products. When advertising their products they use the slogan, “Beauty that Works.” They have a wide variety of products that help with body, hands, lips, feet, face, and hair removal. Sally Hansen has a three page advertising spread in this magazine because of the people that read it appeal to their

Due to having Taylor Swift as the main actor, leads to emotions being the strongest appeal used in this ad. This makes the audience want to buy this silk foundation to make them

The commercial’s appeal to women relies not only on the attractiveness of the actor and the settings, but to the humor that is based on the idea that such a perfect man can exist at all. Conversely, not only do these commercials reach out to women, but also there are men in the target audience and there is a message for them as well. These ads present an ideal image of how a man should be and what he should smell like. By using a good looking, fit, man for this advertisement, it gives the product an image that men want. The logical fallacy, ad populum, is present in this commercial. This ad almost shouts out the ideas that if you use the product you can look, smell, and be exactly like the man you see on your television. The Old Spice man, Mustafa, does everything better than you do and will give your woman more than you can give her. You can smell like the “ultimate man”, or as the slogan used in the ads says, “Smell like a man”. The ad

It is evident that Ulta targets their ads to women. Using the strategy of gender appeal goes hand in hand with the American value of femininity. Women embrace their femininity in countless ways, but a common example would be through beauty. Many women take pride in getting dolled up. Ulta caters to that need in the ad by encouraging women to pursue beauty, whether it is in cosmetics, skin care, hair care, or any aspects of beauty. The ad not only inspires women to take part in the world wide phenomena of beauty, but it also encourages beauty experts to continue their journey of

Advertisements are means of marketing communication companies especially big companies use to persuade their audience to buy their product, or to promote their products, using different rhetorical appeals. In this essay I will talk about two different companies’ Vivel luxury and Fiama Di Wills that sell similar products and how each company uses different rhetorical appeals to reach its audience.

This is Beyonce’s fragrance so it makes sense that Beyonce is the model for it. Since Beyonce is a worldwide phenomenon that many people look up to, she really grabs the audience’s attention by being in the ad. Not only is Beyonce a brand of her own, she is also a very attractive woman. Beyonce attracts men with this ad because she is Beyonce and the sexy glance that she is giving. She also lures women in with this glance because they see Beyonce looking like Beyonce and they think that if they get the same perfume that Beyonce uses, they will be sexy like she is. She is using ethos by including herself in this ad which shows that this product is a reliable and credible because Beyonce herself is using the product and being her own spokesperson/advocate for the product. This is personal branding which really works well for this ad because this is Beyonce’s product and it shows just how reliable this product

Advertisers, especially fragrance advertisers stick to a ‘house style’ and because of these similarities we have expectations of what they will include. The advert I have chosen is Estee Lauder perfume, which features Kendall Jenner. Some of the features we expect on fragrance adverts are glamour, beauty and attractiveness to be shown. It is very common for advertisers to use well-known celebrity such as Kendall Jenner. It is a technique to get people looking at the advert because audiences admire celebrities, success and importantly ‘beauty’. If a ‘normal’ ‘everyday’ woman were to be used for adverts then it would catch less attention, as they are not known and the product would sell less because people assume, if celebrities use the

women sees an advertisement that first makes her feel as though she is not good enough, she may be more likely to buy the product, in hopes of becoming what she is not.

On May 2014; the Women’s and Health magazine published an advertisement for Sofia Vergara featuring Head and Shoulders. Head and Shoulders is a shampoo product with different kinds of shampoos. This advertisement is selling the green apple head and shoulder shampoo with its conditioner. Who are the targeted audience? Why would any person choose this product not the other? A lot of questions the advertisement must reply on to be considered as a good advertisement. One of the main questions asked would be if this was a persuasive advertisement or not. Such a question is answered through the use of logos ethos and pathos.

By portraying the secondary message that whoever buys the Be Delicious perfume will stand out among others, DKNY tries to convince consumers to purchase its product. The title of the perfume, Be Delicious, shows that those who buy the perfume will be attractive and those who do not buy the product will only be ordinary. The woman in the advertisement also has a wide gap in her two front teeth. In American society today, perfect teeth are considered to be gapless and straight. This woman was most likely chosen to be in the advertisement because her gap is unique and therefore makes her stand out. The advertisement tries to portray the message that whoever uses the perfume will be as unique as the woman. The name of the product and the woman’s unique physical feature therefore show that this perfume is made for women who would like to stand out among ordinary people. The portrayal of the secondary message that a consumer of the product will be socially distinctive is an effective strategy in convincing viewers to buy the Be Delicious perfume. This is because Americans often try to receive

Pantene’s advertisement entitled “Not Sorry” stands out amongst other ads because it employs both verbal and nonverbal forms of communication in order to convey a message that goes beyond selling their brand. The ad strives to empower females and encourage a pivotal change in an unacceptable aspect of societal behavior. It opens with a question: “Why are women always apologizing?” The words are in a bold, black font with a white background. The simplicity of their appearance draws the audience’s attention. The graphics are direct and unadorned, speaking directly to the message and motivation behind the ad. It is an engaging question, one that gets at the heart of a prominent societal issue: what is the role of women and how is it different to that of men? At first, the audience may be unclear about what the question means: “apologizing” for what? But, the montage of diverse women in different environments quickly makes its point. Each of them is saying “sorry” to male figures: co-workers, husbands, bosses, even strangers. The issue is that none of the women are shown doing anything deserving of an apology. Despite this, it appears to be their immediate, automatic response. Then, a major metamorphosis occurs with the women in the video, and suddenly, they are no longer saying “sorry”; instead, they say “sorry, not sorry”. Ultimately, Pantene desires to promote a change through showing viewers a better, altered reality from that of our own, by utilizing innovative marketing

The advertisement speaks to the reader in a soft, familiar, enticing language as though she (and it is a female) is alone in the room with you. Although the advertisement mentions as an aside that the product is also patented for men, we receive the strong impression that it is the female who has been targeted as prospective market. This is due to the picture used, as well as colors, words, and situation. The colors are mostly lilac consisting of soothing pink, cream and purple all feminine associated colors. The picture is of a seductive woman, vibrant with health, hair falling into eye, bra straps peeking out, who smiles flashing her pearl teach at you, appearing the picture of health.