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Television and magazines are two of the most common media which are in extensive usage to advertise products. Despite only being a recent innovation, TV adverts have the capability of reaching the largest audience.

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Introduction

Media Assignment Shameen Belone 11z Television and magazines are two of the most common media which are in extensive usage to advertise products. Despite only being a recent innovation, TV adverts have the capability of reaching the largest audience. Advertising is a multi-million pound business, and only a small fraction of companies can afford to break into TV advertising, which is widely considered the most effective form of advertising. Because television advertising is so expensive, it is important that successful techniques are used to attract customers, in order to make the advertising worthwhile. Only the larger, more reputable companies can afford to advertise their product during popular programs aired in prime time. Companies often also advertise their products in magazines which are aimed at their target market. The focus of magazine adverts is usually a main image, a colour scheme and a heading. The focus of television adverts is the aforementioned, plus the usage of memorable jingles, and often a storyline. Companies who use multiple media forms to advertise their product try to create a brand identity so that their products are remembered. Clairol is a company which produces women's beauty products - shampoos in particular. Clairol Herbal Essences is a shampoo aimed at women between 16 and 35, who are interested in improving the condition of their hair. The Herbal Essences advert appeared in J-17, which is a magazine aimed at older teenagers. The magazine deals with female teenagers issues, and their looks will be a primary issue in their life. ...read more.

Middle

Again, the promoters have not used famous people in the advert, which shows that the shampoo can be used by anyone. It also makes the advert seem less formal and more personal. There is again no specific colour scheme used in the television advert. This advert is set in a typical bathroom, allowing the viewer to relate to the situation, as it will be an everyday scenario for most people. The first shot is of a normal looking man cleaning his teeth. The image of the man is cropped to just include his torso upwards, allowing the viewer to clearly see his changing emotions. This is also the case for the woman in the shower, whose image is also cropped to allow the viewer to concentrate on her changing emotion, and on the bottle of Herbal Essences. The background is slightly out of focus allowing the viewer to concentrate on the man, rather than his surroundings. In the first section of the advert, each shot lasts no more than 2 seconds, showing how quickly the Herbal Essences will change your shampooing experience and the emotions you feel. This is further illustrated from when the man's expression changes from one of satisfaction to one of utter shock within four seconds. The speed of the editing creates the effect that the Herbal Essences is such a sensual and enjoyable shampoo that it works immediately to give you a pleasurable shampooing experience. Just as in the printed advert, the link between the relationship between the woman and the shampoo, and real-life relationships is clearly shown. ...read more.

Conclusion

It does through the use of cameras focusing in on the important aspects of the ad, and a narrative, which keeps the attention of the viewers, whilst over-dramatising the power of Herbal Essences to add an element of comedy. By taking the viewer through a storyline, and showing the woman actually using the shampoo, the TV advert seems less likely to have been staged, and makes it seem more relevant to a woman's life by using a common scenario. The magazine advert had only a limited scope, whereas the TV advert was able to include a larger number of scenes in order to build up a bigger picture. Despite the TV ad only lasting 18 seconds, it successfully showed a full narrative that helped to make advert seem more related to reality. This is important as it again makes the reader feel the product is real in what it claims to do and this helps to strengthen its brand identity. The TV advert reinforces the idea because the pace at which the advert moves is quick showing how quickly emotions change, and this make the viewer feel that the product is suited for their needs because it is a product that is portrayed in a real situation and at a real speed. The TV ad also attracts a larger target market, as women of any calibre could use Herbal Essences, as neither the voice-over nor the situation eliminated anyone. The TV advert was also more successful because of the way in which humour was mixed with sexual connotations and normality. The TV advert was also able to focus in on the important factors, whereas the magazine advert could only focus in on so many features. ...read more.

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