GHD Trailer

What techniques does the ad use to persuade the audience to purchase GHD straighteners?

This advertisement uses certain techniques in order to encourage audiences to purchase GHD straightener. Firstly, the advertisement shows a variety of different shots of the “result” of using the GHD brand. Females are dressed up lingerie and all have different hairstyles to show that the GHD can meet anyone’s needs. Another successful technique the advertisement uses is through the use of speech in the advertisement. The word “thou” is used frequently in every sentence symbolising that the product is simply an essential item to have. By using this imperative, the company is saying that you must have this product.

How is gender represented in the ad?

Women are portrayed as sex symbols in this advertisement which is a common stereotype. In one particular scene 2 women are supposedly fighting with each other over the product which can also symbolise that the product is a must need product.  The scene also shows another woman being thrown onto a sofa in a sexual position which men would love to see. Overall, women are represented as sex symbols and men would most certainly enjoy watching this advert. As this is hair product its targeted at women who have long hair.

What issues of regulation and censorship does this ad raise and what does it tell us about the values of the channels on which it was broadcast?

There are many issues raised in this advert. First of all, the advert was styled as the 10 commandants which catholic people may be really offended. They are basically mixing religion into a advertisement for a hair product which many people may find shocking and insulting. This advertisement was shown on E4 and E4+1 after 9pm watershed, when younger audiences are not watching TV. the channel the advertisement was shown on tells us about the audience of the channel. From this we can conduct that 16 – 40 people years of age both male and female would watch this channel.

On the basis of this ad, who does the GHD brand appeal to?

This advert obviously targets women who have long hair and who are mostly in the B, C1 social class as these products are very expensive and people would be able to afford such an item. This advertisement can also target men who have long hair or both genders who are looking for a unique look.