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Pages:
3 pages/≈825 words
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Style:
APA
Subject:
Communications & Media
Type:
Essay
Language:
English (U.S.)
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Topic:

Pantene Shampoo Theoretical Analysis. Pantene Pro V Commercial

Essay Instructions:

My product is Pantene Shampoo and the paper just need two advertisements to analysis, I will give you 12 ads so you can just pick two of them from it. Also I will provide my Product History Paper and Consumer Analysis Paper to you, the 12 ads is at the bottom of Product History Paper. But remember to Attach these 12 high-resolution ads/commercial links, and be careful for the instruction. If there is any question, please ask me.
Combine your understanding of the history of your product and your audience analysis into a theoretical framework to understand how advertising works. You should review previous assignments on the history of your product and its target consumers. Reflect on how the advertisements probably influenced the viewers.

You have two options:

One is to use an existing theory discussed in class to analyze specific ads of your choice. The other option is to build your own theoretical model to understand the relationship between advertising and social, cultural, historical, and political context. You should focus on how advertising us as an art of persuasion by appealing to particular needs/desires.

When completing the assignment, you need to:

Describe the theory/model and highlight the key elements, and explain how theory/model can be used to analyze your ads
Explain emerging themes through analyzing your ads
Through your analysis, show how advertising works in society

Your analysis should avoid any repetition. The best way is to organize the writing based on the emerging themes from the ads rather than just describe and analyze each ad one by one. For example, if one theme concerns how women are portrayed, you may have a theme of "gender and sexuality." When you actually write about this theme, it is possible that only two ads touch upon this theme. So you will only talk about these two ads in this section. If another theme concerns motherhood and only four ads are relevant, you will use four ads for this theme. If the third theme is about the changing color and cultural preference, you talk about how different ads deal with color.

When writing the paper, make sure to briefly discuss semiotics or other theory in your paper and describe major components of the theory. The best way to refer to your ads is to number them using “Image 1,” “Image 2,”… “Image 8.” Then you can refer to a specific image in your essay accordingly.

Organize the information in precisely and concisely so that you won't exceed 5 pages.
Suggested Essay Structure
Title
Your name
Using semiotics and other model to understand advertising
Emerging themes: This is the bulk of the paper. You should use the above-mentioned issues to guide your analysis and organize your content accordingly. Use themes as subheadings to organize your analysis. Discuss competitors or competitive strategies and regulations if needed.
Conclusion (summarizing major findings/arguments)
Reference
Attach 12 high-resolution ads/commercial links. [The ads won’t count toward the page limit. And try to include 2 images per page]
Grading Criteria
Writing quality (90%)
--Following directions
--Organization, grammar, in-depth analysis, insightful understanding, evidence to support your argument, etc.
Quality sources/APA style/proper citations/attach 12 quality ads using the right format to name them such as Image 1, Image 2, etc. (10%)

Essay Sample Content Preview:

Sebastian Zheng
Professor HongMei
MAC209 A
10/21/2019
Commercial 1
Pantene Pro V Commercial
https://youtu.be/sRVdVtsdWD0
Commercial 2
Pantene Pro-V #Power of Grey Interviews
https://youtu.be/-fQ7x4qhpFM
Introduction
Advertising seeks to persuade an audience to buy or take any action on products, ideas or services and Pantene shampoo focuses on benefit to the buyers compared to other shampoos and building brand loyalty. For Pantene hair care products produced by Procter & Gamble one of the most popular products of the brand is the Pantene Pro V shampoo and conditioner. Most of the women shown in Pantene ads have flawless hair without visible roots and fringes, and while this is not realistic it shows that users will also have a good outcome using the product. Beauty products including shampoos mostly target women. Analysis of the Pantene shampoo focuses on the semiotics and ad message as well as influence of the advertisements.
Semiotics model of advertising
The Semiotics model of advertising semiotic focuses on how signs and symbols are used to communicate to the target market and the advertisers uses appropriate images and messages. Using the semiotics approach one focuses on the sign, signifier and the signified item of an advertisement. Each advertisement has a product name, message and even the hidden meaning. Advertising has a powerful appeal as it influences people's behavior, attitudes, lifestyle and choices (Toldos-Romero & Orozco-Gómez, 2015). The semiotics of advertising requires considering the intent and effect of the advertising message. The intended audience may interpret the message ad differently from what is intended by the advertisers and marketers.
Beauty and lustrous hair
Both ads focus on the benefits of the shampoo in and restoring the beauty of hair among users and depict female users. The first ad includes the song with line “brown bombshell, raven haired, chocolate éclairs it’s your time to shine” and the caption at the end is “for hair so healthy it shines” (Krugman, 2018). In the second ad, there are interviews of women who have embraced their gray hair and are comfortable using the shampoo. The message is that regardless of the girls or women who use the Pantene shampoo they will still get the lustrous hair.
Body-positivity and empowerment
Beauty and hair care product companies have increasingly focused on body positive advertising and empowering girls and women rather than idealized images of beauty. In the power of grey ads in 2019, Pentene focus on the body-positive image, but Dove products have been promoting body positivity in the past few years through the “Real Beauty” campaigns. However, such campaigns hav...
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