Olaplex ad

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School

Lone Star College System, North Harris *

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Course

1301

Subject

Communications

Date

Jan 9, 2024

Type

docx

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Uploaded by DukeArtNightingale37

Olaplex 1. Describe the advertisement. Include the following:  the ad's title (if applicable) *This is OLAPLEX*  what company or advertiser is responsible for the ad *Olapex*  any relevant context for the ad--date or era in which the ad was created and any background that might be relevant. *The date is February 5 th , 2021.*  the ad's purpose--the product/service the ad is trying to sell and/or the action the ad is trying to promote. (While non-profit organizations will sometimes be promoting beneficial actions, assume that for-profit companies are motivated by sales.) *The purpose of this ad is to sell this hair product to people who desire stronger, healthier, and/or longer hair.*  a basic description of the ad *This ad talks about how the product can strengthen the viewer’s hair no matter what type of hair they have.*  Include a link or attach a picture of the ad you've chosen. https://www.youtube.com/watch? v=gVNU2pbqpi4&ab_channel=OLAPLEX 2. Describe what you believe to be the ad's target audience--whom the ad is meant to reach. *I believe the target audience is people who like to prioritize their hair and make it the best they can. Another audience it targets are people who struggle with hair issues, hair loss, hair damage, thin hair, etc.* 3. Discuss some strengths and/or weaknesses in the ad's ethical appeal. To help with this, address these questions:

🖋 Does the advertiser's tone/approach establish a good relationship with the audience? *Yes. During the ad, its diverse in the way of letting everyone know that the product works, no matter what their hair is like. Nearing the end of the ad it also says, “You inspire us. We want to empower you.” * 🖋 What assumptions does the advertiser make about the audience, and are these assumptions accurate and respectful? Are the ad's values likely to be in line with those of the target audience? *The assumptions the ad makes are very inclusive. It doesn’t say the product is just for damaged hair. They specifically say, “It doesn’t matter if your hair has color or if it has chemicals, its going to enhance what you have.” I feel like these assumptions are accurate since the viewer is most likely viewing it since they want to work on their hair. I believe this is definitely in line with the viewer’s values.* 🖋 In general, what is the advertiser's reputation, and to what degree does the advertisement present the advertiser as credible and trustworthy? *This advertiser’s reputation is great. Even professionals use and vouch for this product. During the ad, many great reviews are also shown. The ad also says, “Professionals reached new heights in color and care.”* 4. Discuss some strengths and/or weaknesses in the ad's logic. To help with this, address these questions: 🖋 What reasons and evidence does the advertiser provide or imply to convince the audience logically ? Reasons and evidence might be stated directly or implied indirectly through imagery. (For example, the advertiser will be stating and/or implying buy this product because... The because represents the reasons, and any

details offered to support the reasons would be considered evidence . Keep in mind that the reasons might be good or bad; here, you just want to state what they are . ) *The ad provides customer reviews and provides the name of one of the vital chemicals in the product. It also explains that professionals use the product as well.* 🖋 To what extent are the reasons/evidence relevant and logical? If the reasons are weak, consider why. If there is a lack of evidence, consider what kind of evidence is missing. If the logic is weak, you might consider if there are specific fallacies, as covered in this reading from earlier in the semester: "Logical Fallacies" . *The ad doesn’t actually give any evidence besides some reviews that could easily be faked (especially since none of them had a source). There is also no evidence showing that professionals use the product too. At one point during the ad, they show a specific type of chemical, but they don’t explain what the chemical is to the viewer, nor what it does.* 5. Discuss some strengths and/or weaknesses in the ad's emotional appeal. To help with this, address these questions: 🖋 What emotions does the advertisement evoke? There are lots of possibilities--sympathy, anger, desire, fear, empowerment, humor, excitement, inspiration, etc. *The advertisement seems to evoke feeling of desire, empowerment, and excitement.* 🖋 How are these emotions evoked? Elements such as color, facial expressions, music, words, text size/style, symbolism, and juxtaposition of images can evoke emotions. *Desire and excitement are both caused by the thought of starting a new hair journey. The feeling of empowerment is caused when it says, “You inspire us. We want to empower you.”*

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🖋 Does the advertisement use emotion fairly, or does it resort to unfair emotional manipulation? *The ad does not resort to unfair emotional manipulation.* Ethos (ethic): Pathos (emotion): Logos (logic):

Olaplex ad

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