Pantene's Beautiful Lengths Commercial Analysis Essay

What line of shampoo and conditioner helps raise awareness for the National Cancer Society and donate hair to make wigs for cancer patients? The answer is Pantene’s Beautiful Lengths line of shampoo and conditioner. The celebrity endorsing this advertisement is Zooey Deschanel, an American actress, model, and musician. Zooey Deschanel is known for comedy movies and television shows. Zooey is in many romantic-comedy-based media. Pantene is advertising their Beautiful Lengths program and products by trying to get women to buy Pantene’s Beautiful Lengths Shampoo and Conditioner by expressing the strengthening and smoothing properties of the products, using celebrity actress Zooey Deschanel, and appealing to your humanity by stating their program donates hair to make wigs to the American Cancer Society. Pantene is helping sell their product Beautiful Lengths Shampoo and Conditioner by using quotes from Zooey Deschanel has long shiny hair, telling women how important it is to have shiny, healthy hair. Furthermore, putting the words: longer, stronger, smooth, and strengthened in bold and larger fonts in Pantene’s Marie Claire’s magazine advertisement emphasizes the benefits of the products. Pantene uses many advertising techniques to persuade Marie Claire’s magazine readers to buy their Beautiful Length products and donate their hair to the American Cancer Society.

Who is the target audience for this Pantene Beautiful Lengths Collection advertisement from Marie Claire magazine? Well, let's start with the target audience for Marie Claire magazine. Brent Allen, an associate publisher at Marie Claire, New York, said in an interview with Retail Dive “The target demographic is Marie Claire's core readership, women ages 18-44 with a median household income of $85,00,”(Allen). This quote sets what demographic Marie Claire’s publishers are trying to reach. Furthermore, let's go over the target audience for the advertisement itself: middle-aged women and teenage girls who have watched Zooey’s comedy shows and movies such as Elf, New Girl, Yes Man, The New Guy, and Almost Famous. In addition, Zooey Deschanel’s other viewers’ for her roles outside of comedy for Zooey’s role in Bridge to Terabithia. Additionally, in the advertisement, the use of “Everywoman” stated in the ad by using generalizing statements, they reach a larger audience. Making every woman the audience, they broaden the demographic.

Pantene’s Beautiful Lengths advertisement uses Zooey Deschanel's and Pantene's popularity to get people to know that their Beautiful Lengths products and program are credible. Zooey Deschanel has great hair and has a media presence, so using her as the face of Pantene’s Beautiful Lengths Program was a great idea. Zooey Deschanel herself even said while talking in an interview with Allure about Pantene’s Beautiful Lengths Program"I can't chop my hair because of my acting roles, but what I can do is encourage others who can to do it" (Deschanel) Zooey herself even knows that she is Pantene’s Beautiful Lengths celebrity endorser so she can bring viewers to the program and consumers to the products. Many women want shiny hair that’s healthy even with length. If they can achieve that look with this product, they might buy it. Pantene is a well-known brand. Pantene is in many supermarkets, drugstores, and convenience stores across America.

How can the Pantene Beautiful Lengths products help women with their hair? Well, the advertisement says “With Pantene Beautiful Lengths products, women achieve longer and stronger hair by preventing breakage and split ends.” With Pantene’s collection, women can have better-looking and feeling hair. Additionally, on the topic of hair health, Pantene Beautiful Lengths also claims in their advertisement that “Strengthen hair and its protective layers against damage that leads to breakage by adding Pantene Beautiful Lengths Strengthening Shampoo and Conditioner.” Pantene Beautiful Lengths claims that this product will protect and strengthen hair and many women want healthy hair. Pantene Beautiful Lengths claims women can achieve this look with their products. People grow their hair longer, then women can donate their hair to the American Cancer Society. So with the Pantene Beautiful Lengths products, women can have their dream hair as soon as they are satisfied with the length of their hair. Women can grow their hair out more and donate the extra hair length to the American Cancer Foundation.

How does the advertisement appeal to people’s humanity? First, this advertisement has a few symbols. The Pantene Beautiful Length advertisement and products both feature a pink cancer ribbon and, in the Pantene Beautiful Lengths advertisement the bold font at the bottom of the page says “SHOW YOUR SUPPORT!” Then a paragraph explaining how the hair products from this Pantene line donate wigs to the American Cancer Society. Most people who know or have known someone who has had or has cancer know that cancer is a harmful disease. These people might want to buy the product to grow their hair and donate their hair to Pantene’s Beautiful Lengths Program. In addition, the magazine advertisement also makes it seem like getting someone's hair healthy enough to donate. They will need to use Pantene’s Beautiful Lengths Products. The Pantene Beautiful Lengths also states that Zooey Deschanel believes that healthy and shiny hair makes women more confident. “I’m honored to be involved in Pantene’s Beautiful Lengths Program. It helps to provide confidence- you can't put a price on that.” Overall states that women would feel more confident if they used this product.  This quote could also mean that if women use these products and donate their hair to the American Cancer Society, they might help someone else feel confident in themselves. Lastly, in appealing to people's emotions, Pantene Beautiful Lengths “Every Woman wants strong and healthy hair with their product.” Using words like “every woman” puts women in a generalizing category women want to be in because most women want to be like everyone else, and most girls want to be like most women. Making people feel like they need the Beautiful Lengths products to receive a sense of belonging to a category in which they place themselves.

So there are many ways the magazine advertisement for Pantene Beautiful Lengths products and use the program to donate their hair to the American Cancer Society. Pantene Beautiful Lengths Collection celebrity endorsed by Zooey Deschanel actress, musician, and model. This product is for women who want long healthy hair and might have the idea of donating some of their lengths to the American Cancer Society to make wigs for cancer patients. With Pantene’s Beautiful Lengths Program, Pantene has already donated 26,000 real hair wigs to the American Cancer Society. How many more wigs could the Pantene Beautiful Lengths Program donate with the help of women growing their hair out with the Pantene Beautiful Lengths Collection?