Environmentally friendly hair products from Garnier Fructis? Sounds questionable...

Check this ad out!

IYOW Thesis: Garnier Fructis’ Pure Clean hair products are the best option for both your hair and the environment.

Triune Brain (Toolset #1):

• The Neocortex is engaged through quick snippets of text—“residue,” “pure clean,” etc.
• The Limbic System is engaged through colors that evoke emotion—grey/drab colors signify frustration due to residue, and green signifies happiness and health.
• The frames in this commercial are moving at a fast rate, making it hard to process.

21^st Century Media Culture Shifts (Toolset #3):

• Discursive shift—The advertisement makes it hard to now whether or not it’s really biodegradable, there is no scientific background shown to support claims.
• Cultural Shift—Surveillance on the Web determines whether or not the ad is relevant to a specific person on websites like Hulu, etc.
• Technological Shift—Advertisements like this one used to only be available on television, now they can be seen or watched on many different media devices (smart phones, computers, etc.)

Five Facts or Claims:

1. Pure Clean uses 92% biodegradable formulas.
2. Pure Clean will not leave “dulling residue” in your hair.
3. Pure Clean does not include any heavy silicones.
4. Pure Clean includes antioxidants and fruit extracts.
5. Pure clean is four times healthier (than what?).
6. Pure clean is “proven to perform.”

Seven Basic Principles of Media Eduaction (Toolset #4):

• Value Messages—This advertisement intends the viewer to value the environment and have the attitude that “green is cool.”
• Reality Construction/Trade-Offs—The viewer does not see negative aspects of the product, like harmful production practices or the waste cycle of the plastic bottles used for hair products (and other personal care products).
• Production Techniques—This advertisement useds colors, angles, lighting to give off positive feelings for the majority of the ad, in contrast to the first few seconds where negative feelings are induced to symbolize “residue.”

Persuasive Techniques (Toolset #5):

• Repetition: “Pure Clean” is repeated over and over again.
• Scientific Evidence: The ad claims that Pure Clean is “4x healthier” but does not provide actual evidence that shows what it is healthier than or in what ways.
• Beautiful People: The actors used in the advertisement are attractive men and women that have beautiful hair.

P.S. Check out my best friend's beautiful dread head in the making! Not sure how Garnier Fructis would feel about that...(photo taken by Sierra Urich).

P.P.S. Check out the Skin Deep Database if you care about safe cosmetics! And you should!