The techniques used on this add is an imperative due to the use of it being a ‘gospel’ it set aside the fact that it is but a straightener but a part of life therefore it appeals to its target audience as this straightener is a necessity within life. Additionally it uses religion and repetition with the word “thou shall not”; it only draws the audience in to think that they have to use this straightener for not only their selves but for it to be a fashion necessity with life, as it reflects upon the 10 commandments. The use of it being black and white also makes it seem as if were to be set in the distant past which heightens the fact it is to do with religion. Moreover the women are set out to be slick and sexy to increase viewers. Women would aspire to have such beautiful hair and be so miraculously stunning whilst guys would be attracted by the other gender forcing them to buy it for their girlfriends or wives. In contrast to this, in Maslow theory the advert sets it out to be a physiological need and the subliminal messages conveyed through it supports this but it is only but an esteem need. The use of emotive images also supports people to buy this product as these ‘sexy’ women have achieved their goals by using the straightener.
Representation
Gender within this advert has been portrayed in various different ways. One way is which to say that women are conveyed as a violent gender, due to the violence within the advert. The advert try to use violence to show the ‘secret’ of the straightener and that no one else can use it apart from the owner herself. Furthermore the stereotype of women has been portrayed in this for women to be jealous and bitchy, as one woman stabs another by using voodoo, whilst another viciously attacks another for using her straightener. Moreover women are conveyed as sexy, slick appealing objects due to one women biting her lip whilst the another women falls back defencelessly with a seductive look upon her face to attract more people, from both genders.
Media Institution
The institutions that have been considered have created a negative impact on society itself, and have discriminated against peoples beliefs. Religion has been considered within this: “thou shall not” this goes against the Christianity religion and many may protest against such quotes as this was one of the 10 commandments that had been said, additionally it is been said as a “Gospel” therefore treating the straightener as religion and saying that you need this. This can cause controversy between Christian believers and it could be portrayed as GHD taking religion as a joke. Moreover due to the black and white colour scheme it also adds to the fact that it is to do with religion and to boost the fact about how it is one of the commandments. Violence is an attribute that has been influenced, this is negative as two females fighting over a straightener can cause other people to act like this and for people to act like these gorgeous women as many would aspire to be like some. Finally the women seem to gain a sexual appetite throughout the advert, from the women falling down, to the women deceiving her dead loved one. These scenes can portray women in a negative view which can affect other women’s views as they are conveyed as sex objects within this advert. To conclude E4 is a channel where the viewers are both gender and aged at 15-35, this is the primary target audience for GHD, this advert can show that this channel can support such behaviour due to its programmes been shown so both the advert and the channel have something in common.
Audience
The main target audience for this advert primarily targets women with all straight hair and women with other styles to show the ‘amazing’ look you can receive by using this. The target audience’s socio economic class is a B1 or a C, and the age it targets at it teenager from 15 to women aged 35. However the secondary audience is other people with long hair, this can be targeted at both genders.
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