Kaitlin Gomez_Shampoo Ad

Schemes
(6) emphatics	Diacope	Emphatic repetition after an intervening phrase	This can be a representation of a diacope because we have the repletion as well as the intervening phrase ‘to them can’. It can be argued that by repeating the use of happened and happen it implies a change, and a constant change because we have reference of past and future. The whole idea you can be a Before too.
(7) arrangement	Climax	Ending a climatic structure with something of less importance	In the order of increasing Importance, the ad is trying to establish that there is a noticeable benefit towards using Great Body. It does more than any conditioning shampoo ever dreamed of. The ad is arguing that by being a better product than its competition, it can fulfill any and all hair dreams that you have ever had. It is reaffirming that it is the better product.
(8) repetition	Polysyndeton	Liberal use of a conjunction	“even if your hair is thin and limp and lank, and just hangs there looking blah.”
Tropes
(1) comparison	metaphor	An implied comparison	The ad is arguing that the buyer has an implied comparison of a Before. Gives it a negative feeling that if you were a Before you were less than.
	metonymy	An implied comparison	“yummies” could be an implied comparison that their products are made with all natural ingredients if you find it yummy.
Visual
(1)  Color
	Value	The lightness or darkness of a color	Model’s hair is high in value which makes sense because this is a shampoo advertisement.
	Saturation	The purity or vividness or depth of a color	While the background of the models is un-saturated the models are very saturated.
(2) Light	High Contrast	Bright lights and Dark shadow	High contrast plays off the models and displays the highlights of some well shampooed hair.
(3) Perspective	Flat	No illusion of depth and space	The ad is very simple and only keeps to the models as being the main theme.
(7) Angle	Eye-level	Are we even with them?	All the models are looking at around eye-level.
(8) Implied Distance	Close ups	Is the subject one person’s face?	We are looking at close ups of the models who have used the shampoo. We can clearly see their pleased emotions.
Type
(3) Style	Bold		While the header of the add might be bold, the type is the same as the body of the message. It could be argued that they are not trying to detract from the images that make up the body of the ad.
(7) Family	Serif		Font family has feet (or tails) and imply a seriousness or authenticity to the product. Sans Serif has an effect of feeling to comic like.

This Shampoo Ad had a body of text that helped to sell their product with words that repeated their message, and I would argue that their were two specific pieces that helped the ad. Their constant repetion of Great Body, and the three images of their models that displayed hair that had that "Great Body" that they were describing in that short amount of text placed in the ad like "stronger and healtheir" and "fuller and thicker". While this ad also displayed only white woman, they are also paying attention to different hair types, style, or color. There is an implied message in the ad that sexualizes the woman, because they are shown to be at least naked since we see bare shoulders and a semi-bare chest. An action I noted that didn't seem to be repeated when I was choosing my ad as the women had clothes on in the ads I was looking at.


By Kaitlin Gomez