An ad analysis essay is a type of academic essay whereby the writer is required to examine an advertisement. The aim of the essay is to find any hidden messages which may be deceptive or misleading in the ad. Writing a quality ad analysis essay can be hectic to most students especially when it is not your thing! In this case, you need to hire a research paper writer online to act on your paper.

Fructis Shampoo Advert Analysis Essay Outline

Introduction

Thesis: The Garnier Fructis Shampoo advert seeks to appeal to the intended market through the use of audience targeting, implicit messages, graphics, language, and cultural significance.

Body: The Elements of Appeal

Paragraph 1:

Women aged between 18 and 40 make up the majority of Cosmopolitan magazine’s target audience.

• The majority of readers are enthusiastic about love, fashion, and beauty.
• Women read the magazine to be informed about current events and to solve their relationships and appearance problems.

Paragraph 2:

By addressing issues with beauty the advert appeals to the ladies in this target group through implicit messaging.

• In American culture, women place a lot of importance on how their hair looks.
• The advertisement tries to capitalize on any worries a lady might have about her hair.

Paragraph 3:

The graphics used in the ad utilize pathos by emotionally appealing to the target audience.

• The long-haired model depicted on the page is the major subject of the advertisement.
• She tends to exhibit the qualities that many ladies aspire to possess.

Paragraph 4:

The language used conveys ideas about strength and confidence and furthers the promotion of beauty ideals.

• The ad reads “Sleek & Shine” in bold type.
• Women often associate these terms with good things.

Paragraph 5:

In terms of cultural significance, this advertisement tends to accentuate the value of physical attractiveness in American culture.

• It appears to suggest that a woman may only be considered attractive if she possesses the same features as the woman in the ad.
• It appears to suggest that a woman can only feel secure if they have a particular external appearance.

Conclusion

• The Garnier Fructis shampoo advert uses specific elements of appeal.
• This creates a significant appeal to prospective buyers.
• However, some of the elements portray an exaggerated value of outer beauty.
• The advertcould be modified to take inner beauty into account and provides factual product information.     

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Fructis Shampoo Advert Analysis Essay Example

Introduction

Fructis shampoo is a hair maintenance product offered by the American company Garnier. In one of its promotional activities to market the product, the company posted an ad for the product in an issue of Cosmopolitan magazine. The focus of the advert is on a woman’s beauty and how significant her hair is to her overall appearance in society. The goal of this advert, like any other advertisement, is to persuade consumers to purchase the product. As such, the Garnier Fructis Shampoo advert seeks to appeal to the intended market through the use of audience targeting, implicit messages, graphics, language, and cultural significance.

The Elements of Appeal

Women aged between 18 and 40 make up the majority of Cosmopolitan magazine’s target audience. The majority of readers are enthusiastic about love, fashion, and beauty even though these ladies could be single or married. The magazine features articles on weight reduction, romance, and well-known female celebrities. Adult females read the magazine to be informed about current events and to find solutions to their problems with relationships and their appearance.

By addressing issues with beauty, particularly issues with a woman’s hair, this Fructis advert appeals to the ladies in this target group through implicit messaging. In American culture, women place a lot of importance on how their hair looks, and they are continuously looking for services and goods that will enable them to shape their hair to align with the newest fashion trends (Zahra et al., 2022). This advertisement, like so many others for hair care products, tries to capitalize on any worries a lady might have about her hair by promising her a solution that will boost her self-esteem and enhance her beauty. Thus, the implicit messages in this advertisement promise a lady strength, confidence, and beauty.

The graphics used in the ad utilize pathos by emotionally appealing to the target audience. The long-haired model depicted on the page is the major subject of the advertisement. She tends to exhibit the qualities that many ladies aspire to possess, just like most models who appear in advertisements for beautification products do. She is slim, with beautiful skin, an oval, flawlessly aligned face, long, shining hair, and a tiny body. She appears to be giving the reader a seductive, enigmatic stare. She is a woman that consumers of the magazine imagine is coveted by men and admired by women because she resembles numerous other women featured in television commercials, shows, and movies. Since the readers are used to watching these gorgeous women in Hollywood star roles and being admired by movie lovers and fictional male suitors (Johnson, 2012), the model tends to fulfill the criterion of society’s definition of “beautiful.” As a result, the advertisement tends to give the reader ideas about what a lady should look like to be deemed attractive and desirable by American culture.

The language used in this advertisement conveys ideas about strength and confidence and furthers the promotion of beauty ideals. The ad reads “Sleek & Shine” in bold type. Women often associate these terms with good things because American society values having “shiny” and “sleek” hair. However, it should be noted that the definitions of “sleek” and “shining” might vary from person to person. The advertisement is vague about how much “shine” a customer’s hair will get after using the shampoo. The ad also does not define “sleek.” Although these adjectives are appealing, they are almost useless because the advertisement makes no mention of the level of “shine” and “sleek” a customer should anticipate. Noteworthy, most women may not wish their hair to be thought of as “dull.” While the wording of the advert is a logical appeal (Elfhariyanti et al., 2021), it appears to communicate unsubstantiated information about the product. Sadly, many readers do not pause to consider the significance of these words.

In terms of cultural significance, this advertisement tends to accentuate the value of physical attractiveness in American culture, much like many advertisements, television programs, and movies do. It appears to suggest that a woman may only be considered attractive if she possesses the same features as the woman in the ad, including a flawless complexion, a trim build, and long, lustrous hair. This goes beyond just informing women that appearance matters. The advertisement appears to suggest that a woman can only feel secure if they have a particular external appearance. While some people would think that a woman should be strong, this advertisement emphasizes the strength that a woman might enjoy if she is “beautiful” as per societal standards for beauty (Dzyabura & Peres, 2021). Like other beauty adverts, this one uses women’s concerns about themselves to have them buy a cheap product, implying that if they do not possess these attributes, they are not beautiful. In the end, it appears that advertising like this continues to emphasize a woman’s outward attractiveness while ignoring her interior traits, such as intelligence, compassion, and tenacity.

Conclusion

The Garnier Fructis shampoo advert is keen to use specific elements of appeal that would hopefully attract the interest of the target audience. These include audience targeting, implicit messaging, the use of graphics and language, and cultural significance. While the use of these elements creates a significant appeal to prospective buyers, some of the elements portray an exaggerated value of outer beauty at the expense of inner beauty. They also appear to convey unsubstantiated “facts” about the product. Thus, while the advert does well in appealing to the target audience, it could be modified to take inner beauty into account and provides factual product information.      

References

Dzyabura, D., & Peres, R. (2021). Visual elicitation of brand perception. Journal of Marketing, 85(4), 44-66.

Elfhariyanti*, A. A., Ariyanti, L., & Harti, L. M. (2021). A multimodal analysis: Construing beauty standard in shampoo advertisement. Pioneer Journal of Language and Literature, 13(1), 134-147.

Johnson, F. L. (2012). Imaging in advertising: Verbal and visual codes of commerce. Routledge.

Zahra, G. E., Rehan, M., Hayat, R., & Batool, A. (2022). Construction of beauty concept by beauty product advertisements: A critical discourse analysis. Journal of Archaeology of Egypt/Egyptology, 19(3), 789-804.

Learn how to write a good literature review that not only does it summarize sources alone but also synthesizes, analyzes, and critically evaluates to give a clear picture of the state of knowledge on the subject.

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