As I was watching TV, one commercial caught my attention. It was for the Garnier Fructis Pure Clean hair care line. The first thing that caught my attention was the lighting used. The first thing shown in this commercial is people that don't use the product. When they show these people, the lighting is dull. The colors in the background are awful shades of blue and grey. The people also look very unhappy. After these people are shown, the ad shows people who use the product. The lighting suddenly becomes brighter and much vivid colors are shown. The color green is the main color because this product claims to be eco-friendly. The people shown are happy and seem to be having fun playing with a green and white ball that looks like the earth.
This commercial is targeted at both males and females in their twenties and thirties. The people in this ad were all in this age group. The camera angle is at eye level so the viewers feel like they are equal with the people in the advertisement. The advertisers did this because they want to make the consumers feel that they are equal with this people and can easily do their part in helping the environment by buying the product. They want the viewers to see how happy these people are after buying the product because they helped the environment and they want the viewers to want to be that happy and feel that good about themselves.
The strategies the advertisers used are effective. Even though I'm not a part of the target audience, I wanted to buy the product. In fact, I did. I know a few people in the target group that bought the product after seeing the ad as well. The techniques used in this advertisement were very effective.
http://www.youtube.com/watch?v=8QjcyAWO5Jo
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