Head & Shoulders
In this advertisement for popular hair brand, Head & Shoulders, the main copy of quotation states: "Don't believe I use head & shoulders? You're right. I use new head & shoulders". This quote clearly suggests that there has been a change in their brand as a whole. Almost as if the new product puts the old head & shoulders to shame. The emphasis on the product being 'new' could be a subtle engagement for explorers, people who want to try something new and push their own boundaries. This also meets the esteem needs of their audience who want to be using the 'best' products to protect their status and face. Supporting this idea, they have used Sofia Vergara as the face of the poster. She represents the results of the shampoo as the majority of what we see of her is her large, healthy and beautiful hair which takes up 50% of what we actually see from Sofia.
The inclusion of Sofia as the representation of their product can attract a mainstream audience who are likely to have watched Modern Family, a sitcom that Sofia starred in. Her character is someone we 'want to be'. Her character is oddly perfect. This could possibly be why head & shoulders chose Sofia to represent their new product. Almost as if to say 'you want to be her? buy our product, she uses it'. The quotation could also be placed to look like Sofia said this herself, that she is basically admitting using the product. Aspirers would be intrigued by this as an aspirer is very aware and conscious of what people think about them, hence why they would aim to use products celebrities, like Sofia, use to be certain that they will be looked at positively by others, in the same way fans of Sofia would look at her.
The list of 3 at the bottom includes 'Protects'. Quite simply, this would be appealing to mainstream as a typical mainstreamer would search for a product that can guarantee protection for their hair.
This advert also meets the audience's need for aesthetic sensation as Sofia is a beautiful woman on the cover of the advert, which does provide an aesthetic sensation as her beauty can attract the viewers attention. This is interesting to me as her beauty can attract in a negative and positive way. For example, if a heterosexual male sees this advert, he may feel attracted to her, but not necessarily the product. So he is still engaged but for the wrong reason. However, if a woman were to see this, she may feel insecure at the sight of a perfect woman, showing off a product - as if to say 'this could be you if you buy our product'. It reinforces the negative stereotype that you should be perfect aesthetically.
In conclusion, the advert attracts many different kinds of audiences in different ways, for different reasons. But it still reaches the chosen audiences successfully.
State Of The Heart (Music Video) - Patrick Droney
In this Gus Black music video for Patrick Droney's song 'State Of The Heart', it is focused on a failing heterosexual relationship that works out in the end. This would appeal to a succeeder audience as they need control, and this music video visually represents control being taken by both sides of the relationship, settling at a level ground between both.
The music video also stars Lucy Hale, who plays 'Aria' in Pretty Little Liars. The inclusion of Lucy would attract a mainstream audience, as mainstreamers are very likely to have watched Pretty Little Liars as it is a teamwork tv show, and mainstreamers core need is security and to feel included.
It is evident that the use of Lucy Hale as the love interest has had a positive impact on the music videos interpretation itself as Patrick Droney has 19k subscribers. Indicating that he is a small artist. However, this music video reached almost 200k views just by having Lucy Hale on the cover. I am confident in claiming this as the comments on the music video say 'Here for Lucy', so Lucy herself was possibly the biggest marketing success for the music video alone.
The song and video has a key theme of romance and love, and also heartbreak but redemption too. This music video taps into the desires of the audience, one being the need for successful romance and love. The relieving ending of a redeemed love can satisfy an audiences desire for success in love, relating back to how this would engage an audience of succeeders. The music video also displays a range of glamorous places across New York, which would meet aesthetic sensational needs - as well as the use of Lucy Hale pretty woman (hence why she was a main character in 'Pretty' Little Liars) and Patrick Droney who is an attractive man.
The song is called State Of The Heart, so the location being in central New York is a precise and accurate choice to reflect the song - and could also appeal to an audience of New Yorkers who want to see how their city is being portrayed.
Overall, the music video reaches the correct target audience, and I personally think the biggest, most impactful feature for reaching a large audience was the use of Lucy Hale who is a big character in the early acting industry.
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