Content Analysis Hair Shampoo Advertisements COMM 420 901093030

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Goals of Research: The goal of my research was to take a look at 20 advertisements for two hair shampoo/product brands for women. I wanted to compare how Herbal Essences and Tresemme advertise. I wanted to focus on how they presented their products and take notice of any similarities and differences between the brands. I hope to find out any trends and what type of consumers they tend to attract.

System: I gathered print advertisements for Herbal Essences and Tresemme from 2000 to present. (Most of them are ones that were advertised in English the United States.)

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product(s) C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

1.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product(s) C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

2.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product(s) C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

3.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

4.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

5.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specific for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

6.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

7.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

8.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

9.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

10.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

11.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

12.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

13.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

14.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

15.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

16.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specific for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

17.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specific for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

18.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specific for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

19.

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A. Colors within ad 1. Vibrant colors 2. Subdued colors 3. Both B. Logo/Brand Name 1.Large 2. Small 3. Just on product C. Product 1. Small 2. Medium 3. Large D. What occupies the most space? 1. Product 2. Model 3. Background E. Main benefit 1. Standard clean 2. + Volume 3. + Hydration 4. + Strength 5. Specified for particular style F. Age of model 1. Teens (15-17) 2. Young Adult (18-24) 3. Adult (25+) 4. Not applicable G. Hair color of model 1. Brunette 2. Blonde 3. Red 4. Not applicable H. Hair style of model 1. Straight 2. Curly 3. Up-do 4. Not applicable I. Size of ad 1. 1 page spread 2. 2 page spread J. Is model a well-known individual? 1. Yes 2. No 3. Not applicable

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23 blonde haired models, all but one ad was a one page spread and two of the ads contained a well known figure. H 4 1 1 2 1 2 2 1 2 3 2 1 1 1 1 1 3 2 1 4 I 1 1 1 1 1 1 1 2 1 1 1 1 1 1 2 2 2 2 2 1 J 3 2 1 2 1 2 2 3 3 1 2 2 2 2 2 2 2 2 2 3 For the ten Tresemme advertisements I found the following trends: all ads contained black, almost all ads contained a small logo somewhere, most of the models appeared older than 25, brunette colored hair was the most popular in the ads, straight hair was the popular hair style and none of the ads contained a famous female figure. All advertisements contained the shampoo products. Most advertisements contained a female model with voluminous shiny looking hair. I chose two ads one for each brand that did not contain a modelthe Herbal Essences ad showed a shower/bath (where you use the products) focusing on cleanliness and the Tresemme ad contained a hair brush (what you use after the products) focusing on strength. The Herbal Essences advertisements seems to focus on attracting younger females with the use of younger models and vibrant colors while Tresemme seems to focus on attracting older females with the use of their models and mature simple colors. Also took notice that Herbal Essences went through a massive brand image change and Tresemme has always focused on professional salon quality product. Tresemme is popular for all their other products like hairsprays and serums.

Content Analysis Herbel Essences & Tresemme Hair Shampoo Ads Ads vs. Variables: A B C D E F G 1 3 3 2 3 1 4 4 2 1 3 2 2 1 2 2 3 3 3 1 2 1 1 2 4 1 3 1 2 2 2 2 5 1 3 2 2 3 2 2 6 3 1 2 2 5 2 1 7 3 3 1 2 2 2 4 8 1 2 2 2 3 2 1 9 1 1 2 3 2 2 2 10 1 1 2 2 4 3 1 11 2 2 2 2 1 3 1 12 2 2 1 2 1 3 1 13 2 2 1 2 4 2 1 14 3 2 2 1 3 3 1 15 3 2 3 3 3 3 1 16 3 1 3 2 2 2 1 17 2 1 3 1 5 2 2 18 2 1 3 2 5 3 1 19 3 2 1 3 5 3 3 20 2 2 1 3 4 4 4

Interpretation & Analysis: After coding the advertisements I took notice to some trends among each brand. I found the following trends for the ten Herbal Essences advertisements: they were either contained vibrant colors or both vibrant and subdued colors, most of the logos were only found on the product(s), the product(s) were only of small or medium sized on the ads, in almost all the ads the model took up the majority of space, there was a variety of different kinds of shampoos/conditioners, almost all of them contained a model that appeared between the age of 18-24, there were