[REVIEW] Sunsilk Hijab Advertisements

Sunsilk ‘Lively Clean and Fresh’

Question: How such ads is effective to be presented in such a way?

Video

The ad is attractive enough for viewers to buy the item, especially for women who wear hijab. the ad
shows a Taekwondo athlete, practicing under the sun light. despite bright weather and her hijab, she still portrays to be comfortable, joyful, and powerful doing the activity. Physical activities in bright days makes us sweat a lot and then our scalp will feel itchy and smell bad. it brings an inconvenience and totally ruins our moods. so my conclusion is this ad tries to persuade us that if we use their product, we can no longer worry about such experiences. we can do an outdoor activity wearing hijab anytime if we wash our hair with Sunsilk shampoo.

the second highlight is about the product itself. it claims that the shampoo is formulated by an expert as a photo of Jamal Hammadi - Pakar Bahan Alami showed. Some viewers probably will believe it, whilst another ones probably do not really care about this expert’s name’s appearance. End the end, no one probably will examine whether Jamal is really an expert, or the ingredients are matched with Jamal’s expertise, etc. This part is called "glittering generalities", one of persuasion techniques.

After that, some animations illustrate natural ingredients contained along with the voiced narration. it kind of clears up about how "Fragrance Release Sponge" (mentioned by the voiceman) actually looks like and that will also impress the audience.

In addition, a light green color –in hijab and one of this shampoo series represents the naturalism and brings the feel/mood/atmosphere of freshness and coolness.

Audio

“Aku butuh kepala yang segar saat aku harus tampil sempurna, hadapi panasnya udara, melawan keringat yang berjatuhan, serta kalahkan debu yang berterbangan.”

“Untuk perempuan yang aktif sepanjang hari kami ciptakan shampoo Sunsilk pertama dengan Fragrance Release Pearl yang terbarkan keharuman disetiap sentuhan untuk rambut berhijabnya sepanjang hari.”

The essentials from Sunsilk Hijab Shampoo audio ad are:

1. the opening is strong enough to perk the listener’s ears up. It starts with loud and friendly music and immediately followed by a girl’s voice (voiceover) with a powerful tone. It brings the good mood as soon as the advertisement starts.

2. an awesome voiceover, she simply explains that she needs to bear the struggles of doing outdoor activity by wearing hijab with good intonation, expressive, and bright tone.

3. The second narrator that is a man, follows the girl’s voice as if he was answering her problems by introducing the product to the listeners. The man roughly sounds “For those active women like Carla, we invented this shampoo which has a special formula that will keep your hair fragrant all day.”

Contrast with the girl’s voice, he sounds softer because it’s kind of the explanation of the product. But the music keeps playing in the background to keep the atmosphere till the end.

4. The man mentions the product’s line clearly for the closing.

Printed

     Why the headline and its explanation can persuade public to use the product

l  The headline part is:

SUNSILK LIVELY CLEAN & FRESH

CREATED FOR

COVERED HAIR

It shows that the product is particularly directed for the women who wear hijab. The company expects hijabers women to use their shampoo because it claimed to be specially created just for them.

l  The description of product

“When your hair is covered with hijab all day, it becomes prone to sweat and sebum build-up that damages your scalp and creates itchiness and dandruff. World class dermatologist and scalp care expert, Dr. Francesca Fusco has collaborated with Sunsilk to formulate Sunsilk Lively Clean & Fresh shampoo. Its lime enriched extract deeply removes sweat and sebum, and restores a clean and healthy scalp, giving you beautiful hair.

Now you can also stay Sunsilk Lively Clean & Fresh.”

Their main formula of the product is lime extract which has been clinically researched by an expert to be an effective solution for dandruff and itchy scalp. So because of it is mainly created by natural ingredient and formulated by an expert, it’s safe to be consumed. There’s no worry needed for using this product. The bottom line persuade us to use this product.

               Headline written in the ad gives the meaning that Sunsilk lively clean and fresh gives freshness and fragrant to your hair all day, makes hair healthier and for women who wear the hijab are becoming more comfortable and scalp becomes always fresh, so we are more confident in appearance and that would motivate us to achieve a dream.

            The model who is wearing hijab emphasizes this ad’s target the most. It clearly persuades certain audience, those women who wear hijab. So they will pay attention to this ad and have some impression about the product.

This ad uses some shade of green to represent the product. It makes the ad outstanding and all audience would interpret the feel same each other, cool and fresh just like lemon citruses.

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Copywriting Assignment