By reviewing the ads by Shirley Polykoff, I've amazed by her that she knows to target at right market and the way to communicate with audiences through an advertisement.
She uses young, beautiful and confident lady as the endorsement of her ads because she knew that it will arouse the attention of the targeted market- women. Shirley Polykoff understands well that women are always concerned about the outer beauty of themselves, however hair dyeing is an "unethical" behaviour in that era so they rather stay with their original hair colour. She even know that women are more to emotional appeal, so she came out with a interesting and fascinating slogan "Does she or Doesn't she?" to persuade the targeted market that people can't differentiate after you have dyed hair by using her product. After the barrier of mind has been removed, women being more likely to change their look by dyeing hair.
Furthermore, the endorsement in the advertisement is holding a book with modern look. Shirley Polykoff is trying to educate audiences that dyeing hair is not a fault or problem, or degrading of oneself, but it is their right to look younger and attractive. Hair dyeing doesn't change one's personality or education level.
By Ng Zhee Jing (Rebecca)
0326957
First of all I would like to address the grammatical errors here. "I've" to "I'm", add the word "how" in between "knows to" and "the" in between "at right". "A" in between "uses young". "Know" to "knew".
ReplyDeleteOther than that, I do agree with most of what this post says. While it does educate the audience about the stigma behind hair coloring, I stand by my belief that the ad was meant to say "It's our little secret". The slogan gives me that impression anyway. It indicates that the hair dye will look so natural that everyone other than their hairdresser would notice, which should encourage these women that it would be fine to try it out since no one else would know about it.
It doesn't try to change societal judgement, it instead tells women that it's alright since no one will be able to tell. Hence, women who were earlier too afraid of being judged for dyeing their hair wouldn't be afraid anymore since no one will need to know.
Lim Jia Xin
Delete0325831
I do agree with some of the grammar error, whereby i'm very much attune with the declare. Shirley Polykoff actually break the stereotype of the false impression towards the hairdye. from my point of view, the slogan was more like a catechism than a statement to me. it was easy as abc and easy to catch up for the older generation as they go thru the ad.
ReplyDeleteThe model that has been put forth is a veritable idea as well, she portrait the energy and the vibes to the ad that lead to a polish upshot. MORE WOMEN USE MISS CLAIROL THAN ANY OTHER HAIR COLORING is a triumph statement thou.
Renerajs D/O Selvarajoo @ Rajoo
0327807
I do agree that the advertisement is rather educational and controversial as it challenges the conventional attitude of women not dying their hair during that era. The advertisement was brave enough to break out of the social stigma of hair dye whereby the headline together with the visual suggests that there is no harm dying your hair and defying the odds because their product is so good that it goes off unnoticeable, as if its all natural.
ReplyDelete