GHD Textual Analysis

GHD Textual Analysis

Codes and Convections

This ad uses many techniques to persuade the audience to purchase the GHD Straighter. The director illustrates the usefulness of this straighter by presenting what it’s capable of doing, for example curling hair as well as having it straight & silky. The imagery of beautiful hair will encourage the audience to purchase the product as they want to look good as well as meeting the “Esteem Needs” of Maslow’s Hierarchy. Straightens are portrayed as tools to attract men which is one the important factor in a women’s life. In addition the director shows the sexual benefit of purchasing this product, as men become easily influenced by the way girls look.

Representation

The purpose of this ad is to persuade women to purchase the product, and one of the ways in which the director targets his audience is by choosing the female gender to promote the straighter. Women are presented with negativity which gives an oppositional reading to the audience, due to the jealously, bitchy, and biblical references which is proven to be discriminative. Furthermore men who use straightens aren’t targeted in this ad as their shown to be sexual rather than concerned about their hair. Again this is discriminative against those men who do use straightens and are concerned about their hair styling.

Media Institutions

The media institutions have band this d due to the negative impact and discrimination is consists of. Violence is one of the key concepts in this ad, as two sisters begin to fight due to the GHD Straightens. This makes the product seem superior than humans which in unethical.  The director uses Biblical references to promote the product however the theme of Christianity and the black and white scene (shows traditions) offends the christen majority existing in our society. Finally the sexual scenes e.g. the kissing can reflect a negative impact on the children who’re watching TV as a daily routine. This is going against the norms and values of the society as kids begin to lose their childhood.

Audience

This brand appeals to the female audience as we all would know by now. However children and elderly people aren’t targeted as much because their either too young or too old to look attractive and sexual. According to my knowledge i would assume the product is targeted at girls above the age of 13- they’re teenagers and want to look good for the school boys.