Here is the Original Source of the video.
Here is a Head and Shoulder commercial that features Troy Polamalu. The dialog is comical as is much of the advertisement. These commercials debuted on a Superbowl Sunday a few years back. It is currently broadcasted on Youtube.com, other internet sites, and typically on sporting channels such as ESPN or the NFL Network. The time duration is only about 30 seconds, which is a common amount of time usage for a television commercial. They use this time frame due to costs for production and running time.
Some common persuasive techniques are being used in this advertisement. We have a famous-person testimonial with Troy Polamalu, who is a Pro-Bowl Safety for the Pittsburg Steelers. Additionally, the National Football League viewers recognize him by his hair and for the fact that he went to high school in Oregon. The advertisement incorporates myth as this ad works as a narrative. The conflict is presented here by another athlete, portrayed by an actor, who is asking Troy if Head and Shoulders will work for him. Troy, with his luscious locks, informs that the product will give thicker hair in a week. Thus, resolving the problem that arises from the actor’s question. Along the way, it adds comical value with Polamalules and a computer enhanced “close-up” view of them. The advertiser’s choice of medium is effective as many people that watch the NFL recognize Polamalu and as mentioned, most of the commercials occur on Sundays or sports networks.
This is just one of the many Head and Shoulder commercial that feature Troy Polamalu. The message is always that same, that their product with add volume to hair. Here is another example:
Here is the original source for this video.
The target audience the ad is trying to reach is men who fear they are having thinning hair. This illustrates another persuasive technique. This is the persuasive technique of hidden fear. The ad depicts this by the fear of the actor who desires thicker hair. Although, there are no stereotypes in the ad, one could stretch that the marketers are selling to the stereotype of overweight, balding, middle-aged men that sit around and watch sports. Such as this guy:
Originally located Here
Head and Shoulders have a good thing going with these advertisements. They are memorable because of comedic value and Polamalu’s hair. Personally, their product has not found their way in our showers due to our non-existent need for the product, as we do not seek the benefits that this advertisement is showcasing.
This was an interesting assignment as typically we just look at an advertisement for their face value. The different type of advertising strategies and capital that surrounds this subject is incredible. It is so complex and marketers try to find a niche to maximize profit. Additionally, the growth of advertising is fascinating. I look forward to the discussions we will have in class and looking on the blogs at other classmates advertising.
