The copy is in flowchart form leading the reader through the text via lines acting as arrows. The copy starts off at the top of the page next to the models face saying ‘Give your hair a stronger life’; this is a command and is talking to the reader directly about her hair. It then leads on to tell you how to give your hair a stronger, life introducing the product as ‘All NEW Pantene Pro-v Formula with key Aminos’. The word ‘New’ stands out in capital letters showing that is a unique improved formula. Underneath this text is a computerized orange and grey picture of what is meant to be amino acids.
In the next third and fourth pieces of texts it explains the products and how ‘life can take the strength out of your hair’ again speaking to the reader directly and ‘that’s because over time it’s losing amino acids’ This is a statement directed at the reader, then backed up by facts to reinforce the reader that its true and that your hair needs these products. Then it tells you how you can solve this problem and that ‘Pantene Pro-v has created a revolutionary NEW formula’ new again is in capital letters to make it stand out as unique. Leading on to say ‘our first ever’, making the product sound modern and that there is nothing else on the market like it like it, ‘to replace key aminos stressed hair loses every day’ It also states in larger orange writing that it can make your hair up to ‘10x Stronger*’ than what it already is, so the product must be worth buying.
The last piece of texts says ‘now with every bottle of Pantene Pro-v shampoo & conditioner you can put back what life takes out.’ This is displayed as a fact. Underneath it is a picture of the products so the reader knows what to buy.
Frizz-Ease Analysis
This ad is selling a range of hair care products designed for curly hair. The layout of this ad is similar to the Pantene Pro-v ad as it is designed to grab your attention, but the main difference is that this ad is displayed across two pages of a magazine, so this leads the reader through the ad via pages, as oppose to the Pantene ad leading the reader through the text via lines
The main image is on the second page. It is of a young woman with tight curly, hair. She is in the centre of the page taking up a large amount of room and has a serious pose whereas the Pantene model was smiling and looking away from the camera. The make up of the Frizz-Ease model is more defined and she is wearing cooler colors e.g. blue eye shadow and pale skin whereas the Pantene model had more of a natural look and had a warmer skin tone. Her clothes are visible and she is wearing a bright pink top this contrasts with the rest of the colors around, and is designed to get the readers attention. Unlike the Pantene image, there has been no obvious lighting added to emphasize anything and in the frame of both adds your attention is immediately drawn to the main point of sale: the frizz-free, ringlets and the Pantene, stronger, healthier hair.
Just like the Pantene ad the producers of the ad did not add a background as they thought it would not promote the product, so the background of this image is plain white and therefore, like the Pantene ad, matches the color scheme of the products packaging.
Frizz-Ease is also so a successful trade name and the logo is centered at the top of the page in bold blue letters ( also matching the color scheme), with nothing surrounding it so as your entire attention is given to it. Beneath it is the slogan- ‘freedom from frizz’. This is all in the lower case and is alliteration so it gets the readers attention causing them to read on for an explanation of how to get such hair, so it talks to the reader directly just like when the Pantene ad said ‘Give your hair a stronger life’. Below the slogan is a large picture of the products, this may be placed here because the potential buyers can read the slogan and make the immediate connection between non-frizzy hair and the product they’ll need to achieve it.
The copy is in simple, paragraph form. Centered above the first paragraph in bold blue letters is ‘Award Winning*’ and ‘UK’s No.1 selling product range for frizz hair*’. This immediately grabs the attention of the audience as the products gains a sense of trust between the readers as it shows that other people have used the products and found it successful. If you follow the asterisk at the side of the writing to the bottom of the page in reasonably large black writing it says ‘**Cosmopolitan readers Choice Awards 2004’ where as the writing next to the asterisk in the Pantene add ‘10x Stronger*’ is only just legible and says ‘ Shampoo & Conditioner vs NO-conditioning shampoo.’ The difference in size is significant as it is uses the size to promote the product. The Pantene add for example is trying to hide the information from the reader as it would not promote the product and the Frizz-ease ad is trying to promote the product to the reader
The copy then goes on to say how the products have been ‘designed especially for, dry fizz-prone hair.’ So like the other ad talks to the reader directly about her hair. It then tells the reader how it works and that the products have ‘Inner Smoothing Technology’ which is in bold writing explaining to the reader the scientific side of the product and making the product sound more unique. It says that they ‘hydrate from within, transforming troublesome frizz into healthy looking hair’ so buying these products will literally ‘transform’ your hair.
The second paragraph says ‘Use Frizz-Ease Dream Curls Perfector to transform your wilting waves and frizz into glossy, highly defined curls’ This is a instruction directed at the reader telling her to use the product to again ‘transform’ her hair if you use these products and they will produce perfect curls.
Both ads are focused directly at the reader telling her of her unknown problems, and then cleverly coming up with a solution for it. So both copies are very persuasive.
Analysis
You can tell by the choice of images that both ads are aimed at women who want great hair as that is what is demonstrated. They were both found in a well known magazine. Women read magazine for the latest fashion, beauty and gossip so the products appear to them as modern fashionable products. You would buy this magazine in any post office or supermarket so both ads are widely advertised across the globe. Both ads discuss how unique they are to any other competing products and try to persuade you to buy them.
Frizz-Ease and Pantene are both very successful companies that women all over the world trust to delivery fantastic products. Women take much pride in their appearance and if any add can suggest fulfilling their desire of perfection or as in this case beautiful hair then they will consider buying it. It is this want for perfection women have that companies like Frizz-Ease and Pantene use to try and persuade their customers that their products will make their hair perfect like the models in the ad.
The Pantene ad is directed more to the reader and the clever flowchart form of text really forces the potential buyer to read on. The model is very attractive and has fantastic hair that most women including myself should envy. Also even when a reader is skimming the text the main features of the products stand out very clearly. It is because of these points that I think that the Pantene Pro-v was a more successful advertisement.