Analysis of an Advertisement

Analysis of an Advertisement

By: Shanae Santiago

February 22, 2011

Meredith Tweed

WST 3015-002

            The advertisement that I chose is in the June 2010 Fitness: Mind, Body & Spirit magazine. The advertisement is for John Frieda “Frizz-Ease” hair products.  In the pictures there is a tan, blue eyed woman with long straight brown hair holding a picture of herself with “frizzy” hair and the picture has been lit on fire. At the bottom of the advertisement it says “YOUR FRIZZ REVOLUTION STARTS NOW.”  There is also smaller print talking about the products and a picture of them.

            The first thing that appeals to me is the picture that is lit on fire. In the picture the model’s hair is curly and natural but they are trying to portray that curly hair is not a desired look for women and that straight hair is more attractive. What I feel the advertisement is implying is that women who do not have smooth straight hair do not fit the stereotypical image of beauty and attractiveness in our society (Kirk 208). It also seems that this advertisement is meant to target Hispanic women, since the woman is tan and has rather large lips, yet she has blue eyes which continues to fit the stereotype that having blue eyes is the beauty ideal.

In the smaller print at the bottom it says, “..with Frizz Mending Complex.. It transforms frizz by repairing it, restoring hairs natural defense against frizz.” It seems that the meaning behind this is that your hair is damaged if you allow it to be natural and curly. It is not something that your hair should do naturally, that it is not normal and that this “complex” needs to be fixed.  It then continues to say, “For 100% flawless, frizz-free style.” I feel this is implying that if your hair is not straight then it is not perfect and it is flawed.  By burning the picture with curly natural hair they are sending a message that you should revolt and throw away, forget and burn your idea that to have naturally curly hair is not beautiful and if you want to be flawless you must have long, shiny, beautiful and straight hair.

Word Count: 369

Works Cited

Fitness: Mind, Body & Spirit June 2010: pg. 16. Print.

Kirk, Gwyn and Margo Okazawa-Rey.  Women’s Lives Multicultural Perspectives.  5^th Edition.  Boston.