The advert I’m analysing is for the hair company ‘Tresemme’ and its purpose is to introduce a new range of hair products called ‘Split Remedy’ to the market for people who have split ends in their hair.
The target audience for this advert, is going to be the people who are affected by the issue raised which are split ends. However, looking more deeply, this advert primarily targets demographically a female, middle class audience who are roughly in their 20s and 30s. This is because the person featured in this advert is of this demographic and also, the advert mentions what happens to the hair between cuts; this fact is aimed for the target audience of a middle class person because they tend to be wealthy enough to afford regular, professional salon appointments in order to keep their hair healthy, where as someone of a lower class may not be able to afford professional hair treatment as often. Pyschographically, this advert primarily targets an audience who live a luxurious lifestyle and believe that keeping their hair healthy is a priority. This audience fall under the aspirer category as these people want a luxury lifestyle and this advert targets them because it shows a luxury salon and a pretty female who has smooth and silky hair as their product has been used on her. All of these things contribute to the luxury lifestyle vibe which would appeal to an audience of aspirers. A secondary target audience for this advert, would be an upper class audience as they are most likely to be in a managerial role and be influenced by the experts’ advice and want to stock Tresemme in their salon or shop; these people are likely to be succeeders as they are rich.
This advert was aired in March 2013, and I believe it would have been aired in the evening as this is when their target audience would be home from work and watching the TV. Also since Tresemme is a professional and rich brand, they would be able to afford to advertise in the evening as to advertise at peak times (in the evening between soaps or talent shows) is anywhere between £10,000-£33,000. (https://www.toasttv.co.uk/tv-advertising-costs/)
This advert is a stand-alone advert because it is promoting a new range of products which are different to others that Tresemme sell, so therefore the advert is different from others because it focuses on different things.
This advert takes a serious and factual style, this is because Tresemme want to prove how great this range of haircare is, and to do this they have included facts and statistics about how the product works on the hair. The use of a professional hairdresser emphasises the seriousness of the ad, as the company wants to get their points across and using a professional will make audiences believe that by using their product, they are in safe hands. The ad also takes ' a solution to a problem' form: as when the woman comes in for her appointment, we can see her hair which is dull and full of split ends, however after the application of the product, her hair in smooth and silky. This technique has been used to show how by using their products, the woman now has the solution to her previous problem.
Some aspects of AIDA (Attract, Interest, Desire, Action) have been used in this advert. Attention is attracted in the beginning by seeing the woman leave the salon with nice-looking hair. This attracts attention because the audience would want to know how her hair is so nice and they wonder what this advert could be offering so their hair can look like this. Interest is then aroused by the voiceover from the expert. He recommends the product and backs this up by stating statistics of how 80% of split ends appear repaired. This interests the audience because if recommended by an expert, they feel the product must be good and they feel in safe hands as they can trust what the expert says. Desire is struck when the voiceover says ‘ get salon polished, chair worthy hair without the salon price’. The audience believe they must need this product because it will leave their hair looking emaculate however, it is not as expensive compared to other products.
This advert uses characteristics such as an advantage over similar products,it states that using this product can give you amazing, salon-poloished hair, however, unlike other products, this is a cheaper and more affordable. This is an advantage over other products that claim to make hair perfect because they seem to be a lot more expensive. The Unique Selling Point of this advert is that their products make hair seem 80% repaired from split ends. This is encouraging people to buy these products because of the high statistic that no other brand would be able to offer. From watching this advert, we can see that Tresemme’s brand identity is a professional, sophisticated company. They make the audience see this by the salon setting used in the advert, as this gives a professional impression to an audience as they see the product being used in a professional environment, which is how Tresemme would want their audience to perceive their product being used. The lifestyle appeal shown by this advert is a middle-class, luxury lifestyle because it shows a woman strutting into a professional salon dressed nicely in a dress. This reflects the kind of audience the company would want to use their products.
The two organisations that regulate advertising in the UK, are the ASA (Advertising Standards Authority) and CAP (Committee Of Advertising Practice), the ASA, are the UK's independent advertising regulator and make sure that all UK ads to stick to advertising rules/codes.They also respond to businesses and consumers and when necessary ban adverts that are misleading, hamful or offensive. The CAP, are responsible for writing the advertising codes for the ASA to follow. Together with CAP, the ASA works to support the industry to help them get their ads right before they are published. 'Co-regulation', is an arrangement that the ASA has with OFCOM and covers broadcast advertising (TV and radio). OFCOM has given the ASA a daily contract to regulate TV and radio advertising.OFCOM, are a co-regulatory partner for broadcast ads and act as a legal backstop for broadcast advertising. If an advertiser fails to follow the ASA rulings, then they are referred to OFCOM who have the power to take legal action. (https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html)
The setting of a hair salon, as shown by props as a salon chair, give a professional feel to the advert and emphasise how the product is a professional and sophisticated product as it is being used in this environment. This is also good iconography as you'd expect a professional hair product to be advertised in a hair salon.
Camera Movement
Editing
Graphics/On-screen text
Text and graphics are used to show the effect of the product.
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