History and Analysis of the Schwarzkopf Advertising Campaign Essay

The media control all mass communication all over the world, its existence is integral to todays twenty-four hr society. All media is highly influential, from on television to radio, newspapers to magazines, but especially the 19billion advertising industry. Although many people refuse to admit it we are easily manipulated into buying feature products subconsciously, a well-produced and marketed advert can increase sales revenue for any product. Schwarzkopf hair care & dyes is well known as an alternative to the mainstream hair companies. Hans Schwarzkopf whose beginning(a) formula in 1903 was an instant hit with his female customers established Schwarzkopf in 1868. The water-soluble powder shampoo, The Shampoo with the Black Head, offered an easy-to-use and value-for-money alternative to the expensive oils and approximative soaps of the time. Since then the brand has continued to grow and is famous for providing striking colours for women with a more adventurous style at an affo rdable price. Their latest publicise product Live countless Gloss hair colour was featured on the back page of Heat magazine issue 533. Heat is the UKs leading womens celebrity weekly costing 1.65 and a target audience of young celebrity conscious women. The target audience for Live Unlimited Gloss hair colour is young women aged 18-25 who want to make a statement with their hair colour and fashions, on a low budget. In the top-right corner of the advert there is the Schwarzkopf logo in silver, set in a black background. To the left of this it says 111 YEARS Schwarzkopf in a clear font. This instils sureness in the viewer that the product is of good quality and they will receive the benefits of the companys long experience. Underneath this, th... ...hine, but also cares for your hair as in the companys slogan.The third and final bullet-point uses the statistic that 9 out of 10 women are delighted by the long lasting shine. The reader is ultimately persuaded by the largely posit ive recommendation from other women. By saying the shine is long-lasting, the customer is guaranteed good value for money.In conclusion, this advert from Heat clipping is very effective in portraying the message of the advert. The advert is subtle, and presents the main feature of shiny hair well, without world too garish and shows Schwarzkopf as being of high quality and professional. Not being someone who colours my hair this product does not interest me directly but I would probably purport it to another based on this advert. In my opinion, this makes the advert successful as it reaches and is relevant to the target audience.