Why Should Women be Insulted through Advertisement?

Pantene shampoo has always been advertised as the shampoo to use for damaged hair. A shampoo that can repair dry hair and keep it looking natural and healthy.

Their adverts normally include an attractive woman moving around so that her hair swishes and shows off how silky and shiny it is. Encouraging the notion of healthy looking hair.  It perfectly frames the face of the protagonist. They have had celebrities collaborate such as, Myleene Klass, Zooey Deschanel and Natalie Coughlin.

By watching all these advertisements nothing prepared me for their newest advert.

To include labelling on men and women was an extremely dangerous thing for Pantene to do. Insulting women and praising men was very controversial and could easily loose a large amount of their client base. I don’t believe that they should have made this advert. Pantene is supposed to be about looking healthy and looking gorgeous, this advert just threw all that away and created a negative view on women. A very sexualised piece.

I began watching it and I couldn’t stop because I wanted to know who it was advertising. I will say it is a very clever persuasive technique from the director of the advert. To grasp people’s attention by the use of negativity. The ending quote ‘Don’t let labels hold you back’ does create a positive meaning towards the audience. I personally feel that women don’t need to suffer through a minute of insulting, to then be told that we shouldn’t let labels hold us back. Most of the women’s hair looked unhealthy, messy and boring.  How this is a way to advertise a hair product I really don’t know.