Media "VO5"

Media Coursework

How does the advertisement for ‘VO5 Fade Defy’ appeal to its target audience?

Intro

I think the purpose of ‘VO5 fade defy’ advertisement or any television advert is to help sell a product, also to show you how the products works or how you will benefit from whatever is being advertised. I think the target audience, for this particular advert is aim at late teens (Eighteen’s) 18’s to late (forties) 40’s, which in who have coloured their hair. The reason I think this is because the product is a fade defy and women who have dyed their hair would like the colour to stay looking good (for their age). The advert tries to get the point over by making is as if the women is centre of attention, wants to be notice, maybe applying it to people watching that she is vain because she looks so beautiful after the treatment has been used. In this advertisement the women is hurried into hospital just to have her hair washed in this fantastic shampoo and conditioner, but the producer made it as if it was something important like a heart transplant. It is like the doctor in the surgery room has saved her life.

The idea of the ad

This is a preview of the whole essay

The idea of the ad

The idea of the advertisement uses the conventions of hospital dramas is by using the hospital machinery, the argent rush, at the beginning and also the sound effects of the hospital machines. The programmes the advert reminds me of as E.R. and casualty because there is always a serious incident that occurs and one obvious reason as well is that they are all set in a hospital. It also reminds me of US soap operas because the doctor’s are looked upon as being perfect, their teeth are sparkling white, with a plastic looking face and flawless skin. The idea of perfection. The advertisement makes you think the hair care is a ‘life or death situation’ by the way Miss Pearce is rushed into the surgery room, on a wheelchair, which could resemble a gurney. I think the camera work of this part would be tracking shot, which means that there is a great amount of movement.

Characters and stereotypes

Stereotype is a fixed, usually held idea or image of a person or group, based on an overview of some observed or imagined feature of behaviour or appearance. The adverts appearance, behaviour and language of the doctors makes use of stereotypes by looking handsome, white teeth, perfect hair, a tan making him look charming and intelligent. However, in reality something as perfect would never happen. The nurse is stereotyped to look attracted to the doctor and she is make to look jealous of Miss Pearce because went she come into the surgery room all the attention is on the patient. The nurse immediately jumps in front off the doctor to try and take over went rushing through the double doors, because she doesn’t want the doctor focusing on Miss Pearce too much. When Miss Pearce first enters the surgery room her expression on her face was miserable, that is why you only get quick glints of her face, and you also can’t see her hair because that is how ashamed she is of how badly it has faded. At the start of the advert there is a medium shot showing the doctor, nurse and the patient so that you get the idea of what is happing. There is a high angle bird’s eye camera shot of Miss Pearce having her hair washed, to show you how the product work and what it makes you feel like. Miss Pearce likes so comfortable and relaxed.

By Dariene Wootton Page of