Pantene’s latest advertisement is presented as an inspirational story that promotes to the public that they can shine from within just as disadvantaged people can overcome physical handicap and achieve success. The ad shows a disadvantaged girl playing the violin on stage, while playing she remembers the past and how she used to get bullied. This demonstrates her ambitions to rival those who discriminate her; the scene tries to make contact with the public’s need to excel and stand out. Towards the end, the girl wins recognition thanks to her shiny hair. Her shiny and smooth hair shows that the girl finally proved herself and outshined others even though she is disadvantaged. The ad draws an equivalence between the disadvantaged girl’s inspirational story and the effect of Pantene shampoo. Just as the disadvantage girl shines in other people’s eyes, damaged hair can transform into shiny hair. By increasing awareness of the disabled and showing people that they can overcome difficulties, Pantene’s builds up a positive brand image that is essential to the company’s success. Although promoting positive social values won’t really benefit Pantene directly, but because of its support it has had a high correlation with its returns on sales ratio. Pantene’s focus on corporate social responsibility promotes its social image as well as its sales. Pantene's mission promotes awareness and inspires people with their slogan “ You can shine”.
http://news.eastvillagers.org/2010/12/03/shine-with-pantene-2/
I am aware that it is very common for companies to use personal stories in commercials in order to help the audience relate, and make them want to buy the company's product. Even so, I have never been a big fan of this kind of advertisement. I feel like it is misleading to the public, and somewhere, someone is actually going to believe that they will succeed in life if they buy this product. Sometimes companies who take this approach are accused of False Advertising, which is a federal offense. I prefer the truth when I am buying a product, and advertising like this usually puts me off because it is manipulative and decieving.
ReplyDelete