In the TV Advert many elements were used to make Cheryl stand out. In the first scene of the advert we see Cheryl open up a sliding door, this is very cleverly done, because it makes her stand out. This is because her face is framed once by the door that she has opened and then once again by the shot that the camera took, this is done so that the audience’s eye goes straight to Cheryl.
Throughout the advert Cheryl is smiling, and this shows that she is happy with the product, and it sends the message to the audience, that if Cheryl Cole likes it ‘it must be good’. In the next shot we see Cheryl wearing a silver dress, this connotes wealth. This makes a big point because it shows that even though she has enough money to go to a professional hair salon, she still chooses to use ‘L’Oreal Casting Crème Gloss’ because it works the best!
In the next shot, Cheryl looks over her shoulder at the camera; it is almost as if she is inviting the audience into her house. It is giving them full access to her life. She is also constantly touching her hair, this is because it is soft and full of life and it is nice to run your fingers through. In actual life, she probably has a lot of hairspray in it to keep her hair in the same position, but on the advert it looks soft smooth and glossy.
In the next shot, the camera cuts to a low position on the ground and it moves upwards showing her whole body, this shows us that she is skinny and healthy and pretty, so many things that you can get from using L’Oreal. She then starts to walk towards the camera, and is still smiling this shows her confidence, and that she is satisfied with the way that she is.
The advert is very well put together using the elements of Mise-en-Scene, Cheryl’s outfits are in keeping with the colour scheme and they look young, and fresh. They dress her in clothes that you would normally see on a child because they show her youth, and that her hair has no greys, because she has been using this product. The lighting is also very bright, and therefore the atmosphere is happy. During the advert, the setting has been kept in sync with the Paris element that L’Oreal uses to market their products, the setting looks like a French hotel room, which once again connotes wealth.
In the advert the main colours, are that of reds, purples and pinks, and this is the colour scheme that is carried on through out the adverts, because in the print out advert there is a deep purple being used. This is the colour that ties the whole advertising campaign together.
The reason why the campaign has been using purples and reds are because, that is the colour that Cheryl’s hair is. The whole point of her hair being that colour is so that people can see it, it is noticeable, but it looks nice on her. That mahogany colour is now Cheryl’s trademark, because it was such a drastic change from what it used to be.
In the print out advert, the composition shows Cheryl face on to the camera, this shows confidence, and you see her hair, which looks quite large in the advert. This is to show to volume, and lusciousness of her hair. The close up shot is of her smiling, to show that she is happy. If the advertisers show Cheryl as happy because of how beautiful her hair is, it makes the audience want to buy the product that she is using.
Her make-up is very neutral; she has a ‘smokey-eye’ and a neutral lip. This shows the audience that she is beautiful without make-up on. You do not really see much of her clothes, but you can make out that she is wearing a silver dress, still in keeping with the ‘expense’ of the advert. This ties the print out ad to the TV advertisement, and also gives the print out ad the same ‘class.
The name of the product is clearly shown on the print ad, as is once again reinforcing that Paris theme. The word Crème is used, meaning cream. Cream is thick and luxurious so it loosely tells the audience that they will have thick luscious hair if they use the product.
The layout of the page is very important for marketing, because it determines where the eyes of the viewer look to. For example the more important things go on the left because, you read from left to right. So the product name usually goes on the left side.
The whole L’Oreal advert and the theme surrounding it was thought out very well. By using the French theme and connoting wealth and happiness, it has made Casting Crème Gloss a successful product, and made an even better name for L’Oreal.
Natasha Greeff
