Pantene Shampoo Advertisement

Hello guys, this is the third assignment from our lecturer Mr. Romel Noverino. He gave us an assignment to anaylize and answer a question about  Hair in Pantene’s Shampoo Advertisement.

In the beginning of this Pantene commercial, the characters’ hair is used to show their progression of character. In the case of the protagonist, her hair’s growth and style illustrates her journey from a shy girl into a confident one, while the antagonist’s hair demonstrates her true character throughout the advertisement.

The main character, who we will refer to as “the violin girl”, is introduced as a young girl watching a street performer play the violin. Her hair is short like she is, a symbol of her youth. When we next see the violin girl, her hair is long, straight, and flowing, but tamed and pulled back. At this point in the story, the main character is held back from fulfilling her true potential as an aspiring violinist by her inability to hear and the ill treatment she receives from her opponent, the piano player. The piano player wears her hair pulled back in a tight, unyielding ponytail. The contrast between the two girls’ hairstyles shows that although the violin girl is oppressed for now, she still has the potential to be free. Her opponent the pianist, however, has her long silky locks bound securely in a ponytail, showing that she is disciplined and unable to let her go.

At the end of the commercial, the violin girl competes against her opponent in a classical music contest and as she plays her instrument (although it is unclear if she is really playing the violin or simply fantasizing), her hair is swings wildly and freely around her head and is visually compared to the flowing strands of grain in a wheat field. This is a symbol for her new found freedom and self-confidence, something that we all strive for. She is enthusiastically applauded, and we are left with the message that if we buy Pantene Shampoo, we too will achieve our greatest aspirations, the worlds approval, and flawless hair at the same time.

Mr. Romel’s question is:

Explain relationship between story line based on the ads with its product’s tag line “you can shine”! and why this product used girl as a model?

The story line about a deaf girl who wanted to play violin but she got underestimate by people around her. She felt hopeless and then she met an old-man who gave a new spirit for her.

So, the explanation between the story line and the product’s tag line is everyone can shine even though they have disabilities, so we think why this product used this story line because pantene’s tag line is “Percayalah Tak Ada Yang Tak Mungkin, Berkilaulah Pantene” so that’s why this product used the impossible thing. You will shine if you believe in yourself.

Because girls tend to be more effective in grabbing the attention and women have a more aesthetic value. And this product is for hair it means girls hair is more suitable for this product.

This is my analysis, thankyou for reading and sorry for the grammar J