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Analysis (Shampoos)

PRODUCT

OR SERVICE IS THE COMMERCIAL:

-Garnier Fruitics Long and Strong (2011).

-In 2011, Garnier partnered with TerraCycle.
SETTING:
-Market place environment, specifically set to appear in a
village like setting.
-Adds a pop of color to the commercial making it look
vibrant.
PEOPLE IN THE COMMERCIAL:
-Beautiful young women with long, shiny hair.
-Bright hair color, and also her skin complexion is clearly
white.
-The other people : rural people other than the model and
her friends.

OBJECTS IN THE COMMERCIAL:

-Marketplace, vibrantly coloured elements like the

truck Blue.

COMMERCIAL EXPLAINED:

-Base in promoting long and stronger hair.

-The commercial sets a start with the truck getting
struck in a pit and a beautiful young women with
long,shiny hair pulling the truck away from the pit
with her 5x stronger hair, as the product claims.

TARGET AUDIENCE

-Women of all ages.

- Uses cultural assumption that great hair will
make women empowered and stronger.

COMMERCIAL CREATORS CLAIM:

-As a brand that exudes freedom and youthfulness,

promotes glossy, fortified hair.
- The claim extends to longer, stronger and better
hair, reduced breakage with the tag that reads 5x
stronger hair on a comparitive basis to other
shampoos(competitors).

VISUAL

TECHNIQUES:
-Bold text for facts.
-Images of a lime and -fresh, clean, and new.
-Colors are bright and attract to the eyes.
-The ad wants you to believe that Garnier Fructis will improve your
hair. They also want you to believe that you will be happier if you
use their shampoo. This ad uses the cultural assumption that great
hair will make you happier.

AURAL

-Uses

TECHNIQUES:

a change of tone in the music to project a good impression

ADVERTISING

LAW OF INDIA:

-This comparative superiority claim has no basis and is false and

misleading. Such a claim cannot be made based only on a
consumer study unless it is clinically proven.
-Advertiser has no basis to claim that its shampoo is superior to
the competitors, unless such claim is supported by a published
peer-reviewed clinical study done for the products on a head to
head basis. In supporting this arguments, an article stats that the
false claims made by the advertisers is on rise in the recent
years.

Advertising laws
The Chapter 1 of the standards of Conduct by Advertising standards
council of India.
Advertisements shall neither distort facts nor mislead the consumer by means of
implications or omissions.
Advertisements shall not contain statements or visual presentation which directly
or by implication or by omission or by ambiguity or by exaggeration are likely to
mislead the consumer about the product advertised or the advertiser or about any
other product or advertiser.
SUPERS:
Supers should be clearly legible and on TV ads should be held long enough for the full
message to be read by average viewer on a standard domestic TV set. Therefore
following minimum size of lettering of Supers and its holding time on screen for TV
ads is required.
1) For Print Ads the font size of the Supers shall be minimum 6 and 7 points for 100 cc
or less and more than 100 column centimeter or equivalent size ads respectively.
2) For TV Ads the size of the Supers shall be of minimum 12 pixel height and stay not
less than 4 seconds duration on the screen for up to 2 lines of Supers. For every
additional line of Super additional 2 seconds of hold time would be required. Script of
the Supers should be in the same language as the audio of the advertisement.

Product

or service is the commercial:

- Unilever launched Dove in the US in 1957 as a bar of
soap. Over the next 40-odd years it grew by launching
into other countries and other 'personal care'
categories.
Setting:
-Set indoor and showcases a studio environment.
-Theme color is white symbolises purity and
goodness, this soothes the eyes of the consumer.
People in the Commercial:
-The Dove Campaign for Real Beauty (and Real
Women) has been in worldwide existence since 2004.
Dove uses a successful marketing strategy in setting
the wider agenda for real woman to see and feel
beauty in themselves in perhaps ordinary and
everyday ways. This commercial does not have
celebrity endorsement. The three models in this
commercial appear to mirror ordinary consumers of
Dove.

Commercial

explained: The commercial is set in a studio

environment, and the commercial starts with a question that reads,
To see what happens because of hairfall, the models are asked to
do a test in which they fail and notice breakage in hair. Then the
commercial claims with use of Dove shampoo, they get visibly fuller
hair.
Target Audience: This ad's target audience is women of all ages.
Specifically, women of agegroup 18-34.
Commercial creators claim: The Dove Hairfall Rescue commercial
claims that the advanced nutrilock technology present in dove
nourishes damaged hair and reduces hairfall. It also claims for visibly
fuller hair.
Visual techniques used to convince customers: The visual
representation of how the nutrients present in the product nourishes
the hair and reduces hairfall, convinces the customers on the action
of the product.
Aural Techniques: The audio/music is used very effectively as the
tone of the music gradually transition from sad to happy tone
depicting the transformation of their hair after the use of the product.

Product

or service is the commercial: The

Loral Paris 6 Oil Nourish Shampoo - specially
created by the Loral Research & Innovation
Centre in India.
Setting: The commercial is set like a living
room where the product is endorsed by a
celebrity. The set up looks porshe and extremely
mordernised.
People in the Commercial: The Loreal paris, 6
oil nourish is endorsed by Katrina Kaif.
Commercial explained: The commercial is set
in a living room environement to give a personal
care and trust from the celebrity to the
consumers. Creating suspense element to know
the secret this motivates the buyer and holds
their interest. The creative visualization of the
product is also vibrant and bold that makes the
facts and the claims presented by the product
clear.

Target

Audience: This ad's target audience is women of all ages.

Commercial creators claim: The Commercial claims that the
product contains a blend of six nourishing oils that has 6 benefits
in making the hair. Claims to enhance the shine and texture of
hair.

Strong
Soft
Smooth
Thick
Shiny
Manageable

Visual

techniques used to convince customers: The visual

representation consists of black and gold as the theme colors. This
instills a sense of porshe,high end product value. Katrinas hair is
made to look long,bouncy and shiny that mirrors healthy, strong
hair.
Aural Techniques: The audio/music is subtle yet effective.

The CCPC recently have noticed that,

Endorsement & Image Rights:
The endorsement of a product is one of the many
ways in which an actor exploits his image rights.
An endorsement contract is a form of
personality endorsement. Personality
endorsement is when a well-recognized public
figure endorses, i.e., supports or approves of a
particular product or service. The consumer base
that the endorsement generates is attributed to
the fact that the celebrities who endorse the
products are trusted and emulated by a wide
section of the population.

False Advertising & Consumer Protection Laws:

In India, consumers can bring a case in a consumer court for
unfair trade practice which has been defined under section
2(1) (r) of The Consumer Protection Act, 1986 and includes
false claims made for promoting sale of any goods.
When we speak specifically in context of food items, according
to section 24 of the Food Safety and Standards Act (FSSA), any
person who makes false claims (orally, in writing, or visually)
about the nutritional value of the product or the efficacy of the
product without providing any scientific justification stands in
violation of the Act. The motivation for a consumer to buy a
product comes not only from the appeal of the commercial but
from the person who has done the commercial. Both the Acts
cover false claims made orally or by visual representation and
the celebrity can well fall in the purview of the legislations.

TRESemm
Product

or service in the commercial:

TRESemm shampoo.
Setting: Salon, Fashion show and celebrity

photo shoot.

People

in the commercial: Salon expert,

Movie actor.

Objects

in the commercial: Shampoo.

Commercial

explained: This shampoo will

make your hair smooth and you will feel like an

actor after using it. You will feel as if you have
been to a salon after every shower.

Target

Audience: Young girls.

Commercial creators claim: It will smoothen your

hair for sure.

Visual techniques :They wash the models hair

and after the wash her hair shines and she feels like
an actor.

Aural techniques: Chair worthy hair. That is you

get your hair smooth and shinny even at home by
using TRESemm. You can save money too.

Pantene
Product

or service in the commercial: Shampoo

Setting:

House(interview)

People

in the commercial: VOX POP, Researcher, Shreya

Sharan(actor)

Objects

in the commercial: Shampoo

Commercial

explained: The model explains about how she

feels after using Pantene shampoo and it reduces her hair
fall.

Target

Audience: Young girls.

Commercial

creators claim: 15
crore women claim that
PANTENE is the best shampoo.

Visual

techniques used to
convince the customers: Shreya
Sharan endorses, they show how
the shampoo penetrates through
the scalp and strengthens your
hair.

Aural

techniques: 91% women

believe in PANTENE.

FiamaDiWills
Product

or service in the commercial: Shampoo

Setting:

Outdoor

People

in the commercial: Female models, Deepika Padukone( Actor)

Objects

in the commercial: Shampoo

Commercial

explained:
One girl feels sad for her hair being dry, Deepikas hair keeps glowing
because she uses Fiama Di Wills daily. She suggests her friend also to
use it, she uses it and feels great.
Second ad: She is able to break the laser beams with her strong hair.
Target

Audience: Young girls

Commercial

creators
claim: 99% hair fall
control

Visual

techniques used to
convince the customers:
Makes your hair strong
and smooth.

Aural

techniques: It
contains both natural and
scientific values and it will
keep your strong and
shinny.

Sunsilk
Product

or service in the commercial: Sunsilk Thick

and Long Shampoo

Setting:

Red Carpet
People in the commercial: Celebrity endorsement
Priyanka Chopra.
Objects

in the commercial: Shampoo

Commercial

explained: Priyanka Chopra shows off

her hair that is thick and shiny
Target Audience: Young Gls

Commercial

creators
claim: Hair thick to the
tips, long

Visual

techniques used to
convince the customers:
Makes your hair strong
and smooth. (2x stronger)

Aural

techniques: It
contains both natural and
scientific values and it will
keep your strong and
shiny.

Clinic Plus
Product

or service in the
commercial: Clinic Plus
Setting: Home
People in the commercial:Mother
Daughter relationship
Commercial explained:
Target Audience: Young Gls