GHD textual Analysis

This advertisement has used many techniques in order to persuade its audience to purchase the product of the "GHD" straighter. The advertisement is in black and white with a very demeaning background music. from this we can infer that it is already trying to give a historical context to the straighter. When the voice-over begins it becomes clearer that they are attempting to bring value's of the past into the present as they use biblical references throughout. in every scene the narrator says "tho shall not" and then give a commandant which is also related to Christianity as it refers to the "7 deadly sins". the advert has used religion to persuade viewers to buy their product. Also in the advertisement they have used some amount of "sex appeal" e.g. all the women are good-looking giving the "sexy" look and are dressed in lingerie, when viewers view this they will be tempted to buy the product as it will make think they will be "sexy". This advertisement has used Maslow's hierarchy of needs the safety, love and belonging and esteem needs.


In this advertisement Females are presented as sexually appealing, jealous, violent, girls who commit adultery and have pride. However throughout all this they continue to say these are the things you should not have or "thou shall not". They are all presented as beautiful girls who have clearly used the "GHD" on their hair. Men are presented as "weak hearted" or who give into the sex appeal presented by women. As one man cheats on his girlfriend/wife and another is seen as dead as a women has taken his money and used him to her advantage. The advert presents women as more dominating then men which is very important as a selling technique as women who will buy this product are more likely to thing they have gains some amount of "male dominating" power.

The advert creates a controversy among Christians, as the advert has used biblical references and taken the gospel which is a very holy book in Christianity and turned it into a selling method for GHD consumers. therefore decreasing the value of such a holy book which is respected by so many millions throughout the world into a technique to sell a hair product. the advert is shown on e4 and e4+1 after 9pm so they have censored this advert from children as they are aware it would increase complaints that children are viewing things that are too sexual for T.V. The channel obviously values children as too not show it to them, however it has not valued Christians as it takes their theory of life and turns it into a method to sell their product, many people would be strongly offended by this.

On the basis of this ad the advert appeals to females from a B, C1 socio economic group. As the product is expensive naturally only people with more money would buy this. The product is for all females with mid-length to long hair as these are the only lengths shown in the advert, curly straight or wavy haired girls can all use this product. it is also for people who want quick stylish looks This advert can also appeal to men who have long hair.