We are working as creative producers within E6 advertising company, I will do research on current campaigns for L'Oréal in preparation for working on an account for a new campaign for L'Oréal.
Thursday, 20 November 2014
TV advert
When analysing the advertising for L’Oreal, I started off looking at a television advert.
The narrative of the advert is about How life is too short to have boring hair and to always have the same style so as the resolution L’Oreal can help change that and make everything better by providing a product with 32 different shades with a rich shimmering colour and make your hair feel super soft without having any ammonia in the product. Cheryl Cole is narrating the advert and is looking extremely happy about how gorgeous her new hair looks. I think this is really effective to the audience because the story shows that the product does promise a benefit, independence and includes a scientific claim/fact about how the product doesn't have any ammonia then looked at what camera angles were used in the advert and why they chose those shots. The adverts started with a wide shot to show Cheryl’s entrance when walking through an opening door looking extremely happy with the results. It then goes onto a close up to show her gorgeous hair colour as if to say “this is why I’m so happy.” In then goes from Cheryl to the products using a cut in and then goes onto a point of view shot showing Cheryl’s hand picking the product she wants.
I also noticed how the mis-en-scene was used to further help to sell the product. The Mise-en-scene clearly has the same colour theme throughout the whole video. Even though the advert setting is mainly in a classy bedroom and shows sets such as an opening door, walking through the bedroom, mirrors and petals. It still has hints of the colour of the product within the settings for example Cheryl has red hair, there’s a red wall, red curtains, red flowers and so much more. This is effective because in my opinion it shows that even though many other objects/products might have a similar colour to the product L’Oreal has but L’Oreal will always stand out within those colours.
The sounds and music used in the advert was soft music in the background while Cheryl Cole is narrating and giving short, fun and factual sentences. So the sound in this advert is really simple but gives of a fun and classy effect overall helping me having a good feel about the advert.
The advertising techniques used in the advert was peer approval because it makes the audience feel like they need to look good to live a better life and not a ‘short boring life’ as Cheryl claims would happen without L’Oreal. Also having Cheryl Cole narrating and boosting about L’Oreal means that the advert also includes exaggeration and celebrity endorsement this gives an huge beneficial effect on the audience by having more ‘eye candy’ and will attract more attention because Cheryl is a huge celebrity and many different people do think as her as an role model, so if Cheryl Is bouncing around and exaggerating how well L’Oreal is changing her hair then it is defiantly going to attract consumers.
I think overall the advert was effective because it is short and snappy but it includes so many advertising techniques and is known as one of the best adverts L’Oreal has produced , I personally think this is because of how well this advert has been put together and how interesting all the different camera shots , colour theme etc.
The target audience for this product is mainly for women because it shows big, bouncy, long hair with the perfect colour mainly every girls dream from the age 16 plus. So I do think this advert is successful in tempting the audience into buying the products because the advert is perfect for girls around any age and will attract different types of audience quickly.
Radio advert
I then had to analyse a radio advert to see if there were any similarities in the styles of advertising that L’Oreal casting crème used. However i couldnt find an L'Oreal radio advert so i just analysed and comprised with an tv advert.
The style of the radio advert was a combination of Persuasive, repetition and factual because the advert explains all the benefits of using L’Oreal casting crème and saying that there is no ammonia. This advert using repetition because it repeats the brand name a few times and also glossy look is repeated a lot.
The overall message of the advert was that L’Oreal gives hair a shimmering effect that glows, giving a healthy glow so they should buy the L’Oreal casting glows to indulge in the perfect hair. This was because in the advert they mention ‘hair colour that shimmers with golden undertones gives me a healthy glow.’
The types of voices used in the advert were an old female around the age of 30 with a strong English accent who is supposed to be Penelope Cruz, There is another voice which narrates the advert but this is a more British and classy voice while Penelope Cruz is being chatty, the narrative voice who sounds much older is being more informative. The advert chose these types of voices because this advert is targeting audiences who are women and young so having a woman who sounds nice and mature explain about the benefits of casting crème other than an old cranky man who is explain the benefits etc. Using women will appeal more to the woman audience basically.
The tone of language in the advert was conversational but as well as using short simple but informative sentences this blended in with the style of the advert because the advert seemed fun which will attract the young target audience and give an more friendly effect. However as well as they are using informative sentences it will make the advert gives our a lot more information in a short period of time.
There was a tag line/slogan in the advert and this was ‘because you’re worth it’ And it was mentioned once because in every L’Oreal advert or on their products they always say the same slogan so it will get catchy and make you remember that the saying ‘because you are worth It’ is linked to L’Oreal and will make out think of its products.
The product name itself was mentioned twice to make sure the audience who is listening to the advert will remember the produces name and then the name will then hopefully get stuck into the audience’s brain.
The contact details were not mentioned because L’Oreal is a well-known product so it can easily be found In local stores/super market shops so there is no need for an phone number or address etc. because there is many places to find this product and it’s easy to find out where they can buy it just by asking a friend or nipping in a shop.
The music used in the advert was soft classy music this was in my opinion effective because it was a calm soft effect which wasn’t to powerful because we could still hear the speaking etc. . this helped the advert by making the advert much more interesting for example if the advert had only Penelope speaking then it will be really boring but because there was music involved too, it has a bit more of a ‘kick’ effect
The main purpose of the advert was to Inform the audience of the new glossy chocolate collection from casting crème gloss such as chocolate and caramel In between Overall I think the advert was not effective on the target audience as its only 20 seconds long and within that time they just describe the benefits of using L’Oreal and nothing more. They don’t say how long it will last, where to get it from, the price etc. However the persuasive technique within this advert is very powerful.
The style of the radio advert was a combination of Persuasive, repetition and factual because the advert explains all the benefits of using L’Oreal casting crème and saying that there is no ammonia. This advert using repetition because it repeats the brand name a few times and also glossy look is repeated a lot.
The overall message of the advert was that L’Oreal gives hair a shimmering effect that glows, giving a healthy glow so they should buy the L’Oreal casting glows to indulge in the perfect hair. This was because in the advert they mention ‘hair colour that shimmers with golden undertones gives me a healthy glow.’
The types of voices used in the advert were an old female around the age of 30 with a strong English accent who is supposed to be Penelope Cruz, There is another voice which narrates the advert but this is a more British and classy voice while Penelope Cruz is being chatty, the narrative voice who sounds much older is being more informative. The advert chose these types of voices because this advert is targeting audiences who are women and young so having a woman who sounds nice and mature explain about the benefits of casting crème other than an old cranky man who is explain the benefits etc. Using women will appeal more to the woman audience basically.
The tone of language in the advert was conversational but as well as using short simple but informative sentences this blended in with the style of the advert because the advert seemed fun which will attract the young target audience and give an more friendly effect. However as well as they are using informative sentences it will make the advert gives our a lot more information in a short period of time.
There was a tag line/slogan in the advert and this was ‘because you’re worth it’ And it was mentioned once because in every L’Oreal advert or on their products they always say the same slogan so it will get catchy and make you remember that the saying ‘because you are worth It’ is linked to L’Oreal and will make out think of its products.
The product name itself was mentioned twice to make sure the audience who is listening to the advert will remember the produces name and then the name will then hopefully get stuck into the audience’s brain.
The contact details were not mentioned because L’Oreal is a well-known product so it can easily be found In local stores/super market shops so there is no need for an phone number or address etc. because there is many places to find this product and it’s easy to find out where they can buy it just by asking a friend or nipping in a shop.
The music used in the advert was soft classy music this was in my opinion effective because it was a calm soft effect which wasn’t to powerful because we could still hear the speaking etc. . this helped the advert by making the advert much more interesting for example if the advert had only Penelope speaking then it will be really boring but because there was music involved too, it has a bit more of a ‘kick’ effect
The main purpose of the advert was to Inform the audience of the new glossy chocolate collection from casting crème gloss such as chocolate and caramel In between Overall I think the advert was not effective on the target audience as its only 20 seconds long and within that time they just describe the benefits of using L’Oreal and nothing more. They don’t say how long it will last, where to get it from, the price etc. However the persuasive technique within this advert is very powerful.
Print advert
When analyzing the advertising for L'Oreal, I decided to look at a print advert.
The poster has a title saying L'Oreal in a thin spaced out font. Below the title is a picture of a young pretty actor who is Penelope Cruz with a quote saying ‘I can’t resist new glossy chocolate with delicious shimmering golden tones...Irresistible.’ On the poster it also has ‘say no to ammonia ad greys. Say yes to rich glossy colour. Then below that there is a picture of their new product which is promoting their new collection of glossy chocolates casting crème gloss.
I think this is effective because the poster is very simple with very minimum information but this is what makes the poster interesting because the layout just catches the audience’s eye easily very easily for example having Penelope Lopez as the main image exaggerating about how satisfying this new product L’Oreal is and then to the right of this is basically the benefits of their new products.So I personally think that the audience will first be attracted to Penelope Cruz and the read her quote about how she can’t resist their new product which then is mentioned at the right side of her.
Underneath the product image it says ‘three delicious shades’ It is very important that the L'Oreal does show a wide variety of their products/colors and effects so they can easily attract a wide audience because there will be a right shade for everyone. The packaging which is in the advert has the same detail information that it has on the poster.I also noticed how the narrative of this advert is that L'Oreal is kind of telling a story about how having grey hair and ammonia is bad and that they should be aiming to have rich glossy hair. This advert reminds me off Revlon colour silk and kind of has the same intertextuality because they both have a celebrity for example Revlon has Jessica Alba and L'Oreal has Penelope Lopez.
This advert will appear in magazines like take a break, Chat, OK, woman, pick me up and Now. This is because this is where the target audience which woman aged 16+ is mainly reading these sorts of magazines. But this isn’t the only advertising technique that L'Oreal has tried doing they have also done an beauty appeal, celebrity endorsement, compliment the consumer, peer approval, scientific/statically claim, promise a benefit, eye candy and it makes an offer.
I think overall the advert was effective because It is simple but it uses celebrity endorsement very well, so when L'Oreal has an young model on front of their advert explaining that L'Oreal is irresistible the young role models who love Penelope Cruz will be then interested in that product.
Links:
L'Oreal poster- http://imbbpullzone.laedukreationpvt.netdna-cdn.com/wp-content/uploads/2010/12/Loreal-Casting-Creme-Darkest-Brown-200-Review-1.png
Benefits of advertising in magazines- http://www.prairiesnorth.com/advertise/10-reasons-why-you-should-advertise-in-magazines/
L'Oreal poster- http://imbbpullzone.laedukreationpvt.netdna-cdn.com/wp-content/uploads/2010/12/Loreal-Casting-Creme-Darkest-Brown-200-Review-1.png
Benefits of advertising in magazines- http://www.prairiesnorth.com/advertise/10-reasons-why-you-should-advertise-in-magazines/
Summery
In summery the TV advert, radio advert and the print advert
all have some similar features. For example in the print advert it has
celebrity endorsement which is Penelope Cruz and has an simple amount of
information such as on the TV advert where the celebrity endorsement is Cheryl Cole
so I think L’Oreal does know the benefits of using celebrity endorsement for example it helps people remember the
advert it makes the brand equal quality because if Cheryl Cole and Penelope Cruz
who are very well known celebrity’s use L’Oreal and get an amazing result it’s
also basically saying ‘you can look just as good as a celebrity’ and kind of
makes people believe that the product is up to celebrity standers and makes
them stand out so it should do unbelievably well for you.
Another similarity is the tone of language, in every L’Oreal casting crème advert that I have analysed/viewed all have a conversational/informative language tone. However it does vary in different advertisements for example on the print advert there is only a very small amount of writing but in the radio ad/TV ad there is a lot more information said but this is because of the obvious, you can only fit a certain amount on a poster.
However they do have some differences as well. In the print advert it’s mostly trying to promote the new products by giving a simple quote and then just putting the product by its right…it’s really simple. But in the TV advert the advertisement Cheryl Cole is bouncy, happy and over exaggerating about her results she got with L’Oreal casting crème. So in my opinion I think a radio advert and TV advert is more exaggerated than a simple print advert.
I personally think the most effective way of advertisement is the TV advert because it’s short, fun to watch and easily sticks into your head. Also a lot of people in the spare time decides to watch TV in fact 96% of homes in the up has at least one TV, not including mobiles or other devices so the probability of someone seeing or even hearing about an L’Oreal TV ad is more likely than it is with an print advert. An print advert is mostly found in women magazines sometimes only the people who buy the magazines will see the advertisement but even then there isn’t any catchy tune etc. to get the audience’s attention who will then just easily turn over the page and the advert could go unnoticed.
L’Oreal target audience is mainly women aged 17+ so their main audience is probably late teens and young adults who want to brighten up their look but also L’Oreal is popular to some older women as well because they will be focusing on getting rid of grey hairs. So I personally think that L’Oreal adverts are very appropriate for their target audience because every woman young or old want to have gorgeous looking hair and there isn’t any better way to get L’Oreal’s points across of ‘glowing, shimmering hair’ than using a young glamorous celebrity. Some may argue that the celebrity’s that are bragging about how excellent L’Oreal is, are only doing it because they ae getting paid to. However even if L’Oreal is paying Cheryl Cole or Penelope Cruz to brag about their product. It will still defiantly catch the audience’s attention. So I do think the producer of this advertisement has considered the advertising techniques very effectively, making these adverts compliment their products in many different ways.
Another similarity is the tone of language, in every L’Oreal casting crème advert that I have analysed/viewed all have a conversational/informative language tone. However it does vary in different advertisements for example on the print advert there is only a very small amount of writing but in the radio ad/TV ad there is a lot more information said but this is because of the obvious, you can only fit a certain amount on a poster.
However they do have some differences as well. In the print advert it’s mostly trying to promote the new products by giving a simple quote and then just putting the product by its right…it’s really simple. But in the TV advert the advertisement Cheryl Cole is bouncy, happy and over exaggerating about her results she got with L’Oreal casting crème. So in my opinion I think a radio advert and TV advert is more exaggerated than a simple print advert.
I personally think the most effective way of advertisement is the TV advert because it’s short, fun to watch and easily sticks into your head. Also a lot of people in the spare time decides to watch TV in fact 96% of homes in the up has at least one TV, not including mobiles or other devices so the probability of someone seeing or even hearing about an L’Oreal TV ad is more likely than it is with an print advert. An print advert is mostly found in women magazines sometimes only the people who buy the magazines will see the advertisement but even then there isn’t any catchy tune etc. to get the audience’s attention who will then just easily turn over the page and the advert could go unnoticed.
L’Oreal target audience is mainly women aged 17+ so their main audience is probably late teens and young adults who want to brighten up their look but also L’Oreal is popular to some older women as well because they will be focusing on getting rid of grey hairs. So I personally think that L’Oreal adverts are very appropriate for their target audience because every woman young or old want to have gorgeous looking hair and there isn’t any better way to get L’Oreal’s points across of ‘glowing, shimmering hair’ than using a young glamorous celebrity. Some may argue that the celebrity’s that are bragging about how excellent L’Oreal is, are only doing it because they ae getting paid to. However even if L’Oreal is paying Cheryl Cole or Penelope Cruz to brag about their product. It will still defiantly catch the audience’s attention. So I do think the producer of this advertisement has considered the advertising techniques very effectively, making these adverts compliment their products in many different ways.
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