Women’s Shampoo

A majority of the shampoo ads that are out today definitely target women by their advertisement techniques. The women are shown with long, silky looking hair. The ad is intended to give us the feel that if we use the product shown, we too can get hair that looks that good. This is exactly what demographic research does. It advertises its product to those that are thought to be the buyer. In the shampoo ads, it is women who are the supposed consumer.

The commercial I chose is a Pantene ad. The viewers immediately see an attractive woman, wearing a formal black dress, with long, shiny hair. She begins walking down a stairway with a gigantic smile on her face. Her hair is full of volume and is bouncing up and down with her movement. Once she reaches the bottom of the stairs, she does a twirl, and that is when it is apparent that the focus of the ad is the woman’s hair.

The scene switches to various women who are living their everyday life. Some are dancing while spinning their heads, and once again hair is the main focus.

Throughout the ad there’s various messages appearing on the screen. The first one says : “Don’t Blend In,” another says: “Light Up the Room,” and the final phrase says: “ Dance All Day, Not Just at Night.” We then hear: “Let yourself shine. Discover the new attitude of Pantene.” Finally we see the Pantene symbol with the word “shine” appearing below it. These phrases all refer back to Pantene in reference to women’s hair.

Shampoo ads target women, when in all reality, I am sure many men use the same kind of hair care products such as Pantene. Yet, by the looks of many ads, only women use shampoo and care about the appearance of their hair. I would like to see a male shampoo commercial. That would be very interesting indeed because most males have short hair, so I wonder what would take the place to the twirling hair?

Red Bull: Cloud 9

I find all Red Bull commercials to be quite amusing. The particular ad that I chose is based in a funeral setting. The viewer immediately sees a framed photograph of a man who is assumed to be the diseased individual because it is placed above a casket with a rose near by.

The lawyer begins to read the will. The scene shifts to a front view of the mourning family. The older woman appears to be taking the death the most difficult. The lawyer reveals that the late man left his money, property, and valuables to Ms. Jacqueline Monique Smith. The family shifts their attention to their left where a woman is shown, striking a sexy pose and crossing her legs while seductive music begins to play.

The elderly woman takes out a Red Bull from her purse, starts to drink, and immediately grows wings on her back. The music instantaneously shifts to a type of music that sounds mission like. She flies over to the lawyer, grabs the will and flies up to heaven to confront her unfaithful husband.

The man’s spirit is in heaven, laying on a cloud. He has a white gown on, along with a halo over head. He is thinking of his mistress who is at his funeral. The man sees his widow flying towards him, makes a noise of surprise, and quickly flies away, with his wife swiftly behind. The viewers see the Red Bull can and hear the company phrase “Red Bull gives you wings.”

Red Bull’s company slogan is “Red Bull gives you wings.” While it may give the cartoon figurines in each of their ad wings, we all know that the consumer will not get wings. The phrase is used in a figurative way, which is extremely ironic. It does not give the customer wings, but instead energy. The wings represent energy and a power boost which is what the buyer will receive when Red Bull is consumed.

Seductive Buffalo Chicken

The past few ads that I have seen for Carl‘s Jr. makes it apparent that the advertising agency who holds their account has a main focus. That focus is not the food that the restaurant carries, instead the company chooses sex appeal as their focal point for Carl’s Jr. advertisements.

I chose a commercial where the setting is a pub scene. We immediately see the waitress who is wearing a tiny skirt along with a tight, low cut, short shirt. Erotic music begins to play as she plants herself at a nearby table and begins bending over in a seductive way, as she is clearing and wiping the table down. Instantly, it becomes evident that she is interested in a customer who is sitting across from her, as she is looking at him in a sexually seductive way. Likewise, it is very apparent that he too is interested in her because of his actions. He takes a quick glace at her backside, looks down her shirt as she is leaning forward, and is giving her the same type of looks as she is giving him. This scene is occurring while he is eating buffalo wings.

Watching the interaction between the two individuals, you get a sense that they are about to sneak off into the bathroom and engage in some kind of sexual activity. That is when you hear the commercial announcer say: “Guys love going out for buffalo wings… that is, when they’re with the guys.” The waitress then walks away, and you now see another female. The guy’s girlfriend who was being blocked by the seductive waitress, and is giving her boyfriend a look of sarcasm. He replies by saying: “What?” As thou she did not witness the erotic behavior between the two. Finally, the scene changes and we see a buffalo chicken sandwich which is the new menu item for Carl’s Jr.

This ad gives off a few problems for me. First off, we do not know what this commercial is advertising until the last four seconds. I would have guessed that clothing was the advertising item. This relates back to one of the readings for this week. Ogilvy mentions that reinforcement and assurance is the key task of advertising. It is important because it reminds the customer that they are still up and running. They do not need to hammer in Carl’s Jr. logos and items every second of the commercial because they have a steady set of customers who go, and will continue to go, to Carl’s Jr. on a regular basis. Their foundation is set.

I must add that I do not see the relationship between an attractive female and a buffalo chicken sandwich. This commercial is definitely not a persuasive ad. If anything, it only persuades me to believe that the Carl’s Jr. advertising team will continue to come up with ads that in no way relate to their menu. Their main focus is to show females in a sexy and seductive way.

Double Blubber It

The last couple of ads that I have seen for Subway have focused on targeting their fast food competitors menu, and the negative effects it has on the consumers.

This commercial starts with a car driving up to a fast food restaurant. The couple in the vehicle place their order. The man orders “love handles, double chin, and some blubber.” He then decides to order the “double blubber.” The female orders the same thing but instead of the blubber she orders “thunder thighs” and a “badonkadonk butt.”

Out of the Four Causes, this ad focuses on “Material Cause” and “Formal Cause.”

Starting off a commercial with a couple ordering love handles and blubber immediately brings the viewers’ attention and boldly screams out the harsh reality that “greasy fast food” has on one’s body.

This ad gives the spectators two choices: you can order the fast food and in exchange you get love handles, or you can order from Subway which is approved by the American Health Association, and you will be on your way to a healthier lifestyle.

This Subway ad then continues on by mentioning that the menu now includes “New Better For You sides and drinks.” The commercial goes about showing that Subway is substituting a side of French Fries with a side of raisins, milk, and apples. The fact that Subway carries a healthy side and drink menu definitely sets it apart from the competition which is the Formal Cause. It is also Material Cause because it is showing clips of the food that is served-the ingredients involved in what Subway stands for.

Personally, starting off an ad with customers ordering double blubber, which is representing fast food, and then ending the ad with a tasty looking, non-greasy, sub sandwich, has me running to Subway to “eat fresh.”