Treatment

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Our advertising campaign for our product, “simply shampoo” is titled “Simply Shampoo through the Ages” because our campaign is showing three different periods of time in which the shampoo was used. Our overall message is that our shampoo has always been the same, a very simple recipe without hair-damaging chemicals like other shampoo brands on the market which “claim” to have special ingredients to help the hair.
Our target audience is women in the age range of about 15-45 with damaged hair due to dyeing and heat-styling. The part of the narration that says “Then you need to go back to basics” and “Simply what your hair needs” appeals to our target audience because it makes them think that buying our product is going to be the answer to help their hair become healthier.
Our unique selling point is that our product has always been the same which is shown by having each advertisement in a different period of time. In addition, this also reinforces the message that the shampoo has never needed to change with the discovery of new chemicals and ingredients added to shampoo nowadays that claim to be of benefit to the hair. It has always stayed the same and the simple ingredients keeps the hair healthy and does not strip away essential oils, such as modern shampoos do today. Our line of appeal also come into this because we are portraying our product to be completely different to other shampoo brands on the market and making the audience believe that their hair needs our product. This is reinforced by the part of the narration that says “No chemicals, no gimmicks, no fuss.”, and our end text that says “Simply what your hair needs”.
We are planning on creating our advertisement by filming actors doing the actions shown in our storyboards and then Rota scoping over that to create a piece of Flash Animation which is very simple to reinforce our message that our shampoo is a very simple product.
We will use the same actress throughout to link the adverts together to form a campaign as well as keeping the narration the same and the sequence of events to reinforce the fact that it is a campaign. The only thing that will change is the time period and this will be shown through the use of mise-en-scene. For example, the hair-washing and drying methods will change and for the caveman adverts, she will wash her hair in a waterfall. Whereas in the modern advert the actress will use a typical hairdryer used today which will create a sense of realism. In the modern advert the actress will have long straight hair whereas in the vintage advert hair will be curled through the use of hair curlers to reflect and establish the period of time. The music in each advert will change to further establish and fit the period of time. The caveman adverts will have a rhythmic drum beat which will be repeated throughout the whole advert. However, it will change at certain key points to emphasize how good our product is; whereas in the vintage advert, the key points will be indicted and emphasized through the use of sound. But the main music running continuously will be that of a classic radio playing classic song from that era.
The adverts will all end the same with the actress looking happy with the perfect hair she desired. This will make our target audience look and think “I want to have hair like her” and will go out and buy the product. The last shot will be a close up pf the product to familiarize the target audience with what it looks like so the know what it is. Finally at the end the line of appeal is expressed again “Simply what your hair needs” so that it is reinforced to the audience and it is the last thing they will remember about the product.