In this Herbal Essence commercial, several propaganda techniques
are used to attract the viewers’ attention. The use of loaded words such as “nourishes”,
“refreshes” and “rejuvenates” helps make the product more appealing to the viewers.
The commercial also uses transfer because it implies that if you use this
shampoo, your hair will be as shiny and healthy as the models’ hair. Another propaganda
technique used is facts and figures, which helps support the product. For
example, the narrator says that the product contains “100% organic botanicals”.
The commercial also uses the propaganda technique known as presenting
inferences as facts. For instance, the narrator says “nothing on earth gives
you more naturally beautiful hair”, however, this statement is not a proven
fact, it is just meant to make the product more appealing to the viewers. Another propaganda technique used throughout
the commercial is card stacking, because the ad only says the benefits of the
product, it never makes any negative points. The use of card stacking makes the
product more appealing to viewers, since it emphasis how beneficial the product
is. The target audience for this commercial is women from ages 15-35 because
that is who would be most interested in using a product that would make their
hair more healthy and shiny.
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Herbal Essences
ReplyDeleteIn this commercial this it is obviously meant to appeal to women ages teen to mid-thirty’s and it is appealing to women of all races. I defiantly agree with you Alyson, as far as propaganda techniques go, card stacking is used heavily. The only product mentioned in the commercial is their own. Also, I feel they also used plain folks by showing a lot of nature. Many people wouldn’t think of an upscale expensive product being compared with waterfalls or flowers, so it appeals to the average person. There is no denying that Herbal Essences is heavily using the technique of selling the image. Although, the nature they show is supposed to be basic and calming it is too perfect to be real and they use several lighting and camera angles to make even the nature aspect of the commercial appear beautiful. Then, as expected the women are dressed in lower cut clothing and all have long, silky hair they whip around to prove their product makes these women beautiful. Finally, and it took me a few times of watching this to notice but Herbal Essences used yonic when the dollop of shampoo falls into the products name. All products use similar techniques to make you buy their product.
I also watched this commercial and a propaganda techniquethat was used throughout the whole thing is repetition. The product is shampoobased off of flowers from a rain forest, and they continue to showing flowers,and waterfalls to represent the rain forest. Also they use the same colors repetitivelythey use bright pink, orange, yellow and bright blue. The colors are bright andyou associate colorful things to the rainforest. Also another thing that theyshow over and over is the model running her fingers through her hair andlathering it with the shampoo. Loadedwords are also used a lot throughout this ad. There are many cases of loadedwords used here but the one that stuck out to me was at the very end of the commercialwere the narrator said the quote and then the quote was also show on the screenand it said “ Never Underestimate The Power Of Herbal”. I believe that not only is this example ofloaded words because it uses strong words in it, but also is like a directorder. This can be seen as a direct order because it is telling you to neverunderestimate their product.
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