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Garnier

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28 views2 pages

Garnier

Uploaded by

yaanaag
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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The Garnier Fructis Sleek & Shine advertisement is a quintessential example of this, using a combination

of design elements, language, and cultural cues to appeal to its target demographic—women seeking
sleek, shiny, and frizz-free hair.

The advertisement's visual elements are crafted to grab the viewer's attention instantly. The dominant
color, green, symbolizes nature, vitality, and freshness. This choice establishes the product as one that
emphasizes natural ingredients, connecting with consumers who prioritize sustainability and organic
solutions. The addition of orange, often associated with energy and fruitiness, complements this by
aligning with the product's promise of liveliness and rejuvenation. Together, these colors create an
aesthetic that feels both vibrant and natural.

The bright orange umbrella is a strategic choice, symbolizing protection and visually tying into the
product's ability to shield hair from humidity. Its position against the model's sleek, shiny hair reinforces
the protective quality of the shampoo. Moreover, the umbrella subtly mimics the product's promise to
"lock out frizz," suggesting that users will enjoy smooth, unaffected hair even in adverse weather
conditions.

The model, a young woman with shiny, healthy-looking hair, is central to the advertisement. Her hair is
positioned as the focal point, drawing attention to the results promised by the product. Her confident
smile and the direct gaze suggest satisfaction and self-assurance, implicitly promising that users of the
product will feel similarly empowered.

The choice of a female model positions the product primarily for a female demographic, aligning with
traditional beauty standards that equate glossy, well-maintained hair with femininity and attractiveness.
This creates a clear connection between the product and the desires of its target audience.

The placement of the shampoo and conditioner bottles reinforces the idea of a complete care system. By
showing both products together, the advertisement encourages customers to purchase them as
complementary items for optimal results. This is emphasized through claims such as "proven: 48-hour
sleek," which suggest scientific testing and efficacy. The use of numerical data, such as "97% humidity,"
adds a sense of credibility, appealing to a rational consumer who values measurable results.

The drop of argan oil featured in the ad's design visually illustrates the product's core ingredient,
emphasizing its natural and nourishing qualities. Argan oil, sourced from Morocco, carries an exotic
appeal, tapping into the consumer's fascination with rare, luxurious, and globally sourced materials. The
label "from Morocco" is particularly significant, as it evokes a sense of authenticity and exclusivity.

Words like "proven," "advanced," and "locks out frizz" create a sense of trust and reliability, suggesting
that the product has been rigorously tested. The term "48-hour sleek" appeals to busy individuals looking
for long-lasting solutions.The phrase "take care" serves as both a brand slogan and a call to action,
resonating with the self-care culture of the 21st century. The rhythmic, concise nature of the slogan
ensures it is memorable. The mention of "argan oil from Morocco" adds a layer of intrigue, positioning
the product as luxurious and sophisticated. This phrasing is designed to entice customers by highlighting
the global, premium nature of the ingredients.
The advertisement uses various symbolic elements to convey deeper meanings such as, The umbrella, As
a symbol of protection, the umbrella aligns with the product's promise of shielding hair from
environmental damage. Its orange hue also ties into the color scheme, creating a cohesive visual narrative.
A drop of oil, the visual depiction of argan oil highlights its nourishing properties, suggesting that the
product penetrates deeply into the hair to provide lasting benefits.

The advertisement taps into broader cultural trends, such as the increasing focus on self-care and the
growing demand for products with natural ingredients. In the 21st century, consumers are more informed
and seek transparency in the products they use. By emphasizing its natural components and proven
results, the advertisement caters to these expectations.

Additionally, the portrayal of hair as a symbol of beauty and empowerment reflects societal norms that
equate appearance with success and confidence. The ad leverages these cultural ideals to create a strong
emotional connection with the audience.

The inclusion of the Garnier website at the bottom of the ad provides a secondary call to action,
encouraging consumers to learn more about the product or make a purchase. This digital integration
acknowledges the modern consumer's tendency to research products online before buying.

The emphasis on "proven results" and scientific testing adds another layer of trustworthiness. By
suggesting that the product has been tested on various hair types, the ad reassures a diverse audience of its
effectiveness.

The Garnier Fructis Sleek & Shine advertisement is a masterclass in combining visual design, linguistic
precision, and cultural relevance to create a compelling message. From its strategic use of colors to its
emphasis on natural ingredients and scientific validation, every element works in harmony to attract,
persuade, and reassure the consumer.

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