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Advertising Values

Ebony Magazine is a predominantly black publication. This same ad also appears in several of the black hair magazines as well. Another way I know that the targeted audience is black women is because that is what the pictures are of. .
             The values that this ad portrays are the values of beauty. Think about it, who doesn"t want beautiful hair? Everyone wants hair that is shiny, soft and touchable. No one can name one woman who is happy with limp, lifeless, dry, dull hair. This is what the ad appeals to. Profectiv Hair Products plays to every woman's need and desire for beautiful hair. As a Black woman one grows up with sort of a hair complex. From very little one is taught that if your hair isn"t done correctly, shiny and in its place then you are looking crazy. On Sundays all plats are in place and bangs are freshly curled. When Easter comes around then maybe Mom might allow the hair to worn down. That is of course only after the promise has been made not to run around and sweat all the curls out. .
             Growing up with a different hair texture than most of the people in class one is face with questions such as, "can you wash your hair to?" There's also been the question as to rather or not one hair can be touched. The one heard the most is "Your hair is beautiful is it yours?" If it's nice does it really matter? Would it look any different?.
             Proactiv Hair claims guaranteed beautiful hair. The pictures of the three women who now have more manageable and beautiful hair further back up this guarantee. The overall look of the women and their hair says that they are pleased. This implies that their satisfied so you also will be satisfied. Not to mention the big words "Guaranteed".
             This ad is effective due to their wording and the way they use the pictures. On the other hand one might disagree. Someone might feel as though this ad is ineffective. A person might think that the ad doesn"t offer enough information.


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