Reading an Advert: Detailed Analysis

Head and Shoulders - Yearbook

The main image is a 1960s yearbook or school photo, tied in with the ‘since 1961’
slogan displayed with the product [Head and Shoulders shampoo]

The image is distressed, possibly using image editing software, and looks old, with white flecks over the central image of the young man. The fact there is a strong possibility that this is a modern image created especially for this advert means that the distressed effect is significant here, and is important for the overall message of this advertisement.

These white flecks are quite cleverly used to represent dandruff – important for an anti-dandruff shampoo, although their original reading would be as signs of photo age.

His hair, however, is glossy, shiny, healthy looking and free of white flakes, showing how effective the product is at clearing dandruff.

This advert suggests that Head and Shoulders has been clearing dandruff since 1961, and is still doing so effectively now, so the product has the benefit of being proved to work historically.

The lighting is subdued and represents studio lighting as it would appear at the time – the light is coming from the left, and the subject is clearly lit.

The colours are given a washed out, aged effect, to make the ad seem as if it is using an authentic 1960s picture. There is no way of knowing if this is the case, but it what they want us to believe.

The subject is dressed in 1960s school or college uniform: navy blazer, light blue shirt (with massive collars!) and dark blue tie, making it feel authentic.

In terms of mise-en-scene, there is nothing added to the picture apart from the studio backdrop to make it clear that this is a studio portrait.

The representation here is of someone who has dandruff/flake free hair. Whether this is actually true or not is open to interpretation, but that is what the advertisers want us to believe, and this is due to using ‘Head and Shoulders’(although it doesn’t actually say it - we have to read the connotations of the advert to work this out)

The USP (unique selling point) is obviously that Head and Shoulders keeps your hair flake-free, and has been doing so since 1961, meaning that it is a tried and tested product, and one that you can believe in and trust in to do the same for your hair.

Task - Apply the same techniques of analysis to your own print advertisement. Use the guidelines (available on this blog) to annotate your own advert, then turn your findings into a 500 word written analysis of your advertisement.