GHD Textual Analysis

GHD Textual Analysis

Codes & Conventions of advertising: What techniques does the ad use to persuade the audience to purchase GHD straighteners?

Techniques such as showing a variety of different styles of the hair dos which one can create is one of the ways in which the audience are persuaded to purchase GHD straighter. All of the women are shown to be beautiful and as well as have different hair styles such as, curly, straight and flicked out. This helps to broaden the audience as it demonstrates the type of hairstyles which are one can create using the product, as well as it engages other audiences who may have different natural hair, like curly hair. Another technique used is the use of imperative language such as,”thou shalt”, this is a relation to the Holy Bible, in reference to the offence of The 10 Commandments as well as gripping the audience with the use of  effective imperative words such as “shalt”. Moreover the use of specific music helps to convey the emotional value to the GHD straighteners have, and how they can change one’s life, just by using it. The surroundings of the advert, shows a wealthy background which can persuade audiences to purchase it as they may assume with the use of the product, they may get wealthier perhaps. The advert is shown to very empowering to women as they are seen to be in control, instead of society being seen as a patriarchal based, it had developed into a woman’s world, hence persuading audiences (females mostly ) to purchase the product. The use of the voiceover with its echoing speech helps to create a bellowing effect of the audience, as the echoing emphasises the words “thou shalt not” more, which grabs the audience’s attention into thinking this may be something important.

Representation: How is gender represented in the ad?

In this advert, women are represented to be the dominating, even slightly more seducing than men are shown to be. The phrase “femme fatale” comes into mind in relation to this GHD advert, as all of the women are shown in a negative, sexual manner with the use of their scantily clad clothes, almost orgasmic expression, as well their overt positions. Women are represented as being seductresses who “steal their best friend’s man”, this negative impression of women may offend some feminists who are against this form of sexual nature in reference to women. The women in this advert are seen as powerful and in control, with the use of wealth and their intense sexuality getting them where they want in life. The use of men are shown to be weak, which gains the females interest more ,making them the primary audience, as it is empowering to women.

Media Institution: 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?

Issues of regulation and censorship would have been summoned.  As it caused controversy as the advert is very offensive to devoted Catholics or Catholics in general. In terms of Christianity, the advert was banned due to its blasphemy and mockery in some people’s eyes, with the use of “thou shalt not” from the Holy Bible (10 Commandments)/Gospel. This would have caused many people alarm as it would have offended many people, as it takes the offence out of the Lords Bible. This gives audiences an insight that the channels values aren’t really strong, at the fact that they didn’t consider something as obviously offence as this, however they still broadcasted it on television.

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

On the basis of this advert, the primary audience are obviously females, of a high soci- economic class B or above, who may vain /want to look good or their best, materialistic as well as superior in society perhaps. They may be busy women, and need something quick to work as a product on their hair, which can create a variety of hair dos in a matter of minutes as well.