Multimodal Analysis Of Schwarzkopf Hair Treatment Product Advertisement

This is the multimodal analysis of the Schwarzkopf Hair Treatment product advertisement. This advertisement is made to target female audience by addressing their beauty concerns, especially concerns related to their hair. The appearance of a girl’s hair is of great concern in the American society, and worldwide, which is why women seek products and services that follow the norms of the latest trends, and would help them style their hair accordingly. This print advertisement, like all the other ads of its kind, works on exploiting women’s insecurities that they might experience/feel about their hair. Thus, this product conveys the message of promising a woman beauty, confidence, and strength.

The graphics, and visual content in this print
The other visuals in this advertisement build a strong pathos, too. The images of fresh, shiny drops of omega oil in the right section of the ad appeal to the target audience. The target audience tends to connect these drops of oil to health and beauty, as the society tends to endorse vitamins, and omega oil supplements as an advantageous way to maintain a beautiful, healthy skin, and attractive, shiny hair. These drops of omega oil connect to the name of the product “Essence ULTÎME”, which implies that the hair product contains ingredients that would ultimately repair damaged, dry hair. Even the text on the bottle indicates that the product contains “OMEGA REPAIR” technology, a trademarked line that furthers the idea that omega oils can help a woman repair damaged hair, and gain beautiful long hair. The colours in this ad also reinforce the shiny theme apparent in the ad. The black background with gold, and white colours in the ad match the model’s hair colour. The gold theme gives the readers a sense of grandeur when using the hair product,