Research Paper
My research paper is going to be on Clairol Herbal Essences. I’m going to focus on the sexual campaign whose slogans include “A totally organic experience” and “I’ve got the urge to Herbal”.
My argument: Clairol Herbal Essences’s advertising strategies include exploiting women as sexual beings and using sexual appeal to gain marketing attention. When compared to advertising strategies of the past, the basic function of what is advertised is lost and sexual appeal is the main component of marketing. This technique demonstrates how society has changed to an appearance dominated society in which the focus rests in the appearance and appeal of the advertisement rather than the actual product being sold.
So far, I expect to find more advertisements and campaigns that exloit sexuality as a way to gain attention. One of the sources I found discuessed the campaign that uses pop icon, Britney Spears, singing the tune “I’ve got the urge to Herbal”. This advertisements focuses in on the sexual appeal that women can relate to, and after the connection is made they are more inclined to purchase the product. Another source that I found, discussed the sexuality of the commericials involving fake orgasms in which women would proclaim “Yes! Yes! Yes!”. This is yet another way sexaulity is incorporated to a product as unsexual as shampoo and conditioner.
I still need to do more research on the appearance of the ads. So far I have found ads that state “I don’t need your attention…but, then again, it never hurts to get it” and “Until now you’ve only fantasized about it being this intense”. A lot of opinions of mine are generated from the slogans and presentations of the ads. However, back up support to these opinions is my next step in research for my paper.
I think that you’ve done a very good job in specifically framing your argument for your paper. It seems that you’ve found a few very good sources by going to the source and using actual advertisements. However, you may benefit from finding an article that deals with a similar topic. Your paper seems to be very well thought out so far, and will probably be a very entertaining paper.
| Posted 2 years, 11 months agoJust to let you know, I watched a VH1 on commercials and this one marketer said that she made the new “organic/orgasmic” commercials. And she said that the brand was dying and the only thing that would save it was an orgasm. She literally put it in the ads and it flew. This commerical appealed to the sexual side to things. Your research project sounds like it’s pretty well-grounded. Apparently the product used to have a more conservative look to it.
| Posted 2 years, 11 months agoIt is clear that your arguement is how this product objectifies women. This isn’t broad at all. It seems that you have viewed some of these ads and have researched a good amount.
| Posted 2 years, 11 months agoI love the idea. This is a good topic and is very interesting and creative. I will always remember the popular commercials for herbal essence.. “YES YES YES!” Its a great topic. Maybe site more sources and do a little more research. Other than that its a great topic and should be a great paper. Id love to read it!
| Posted 2 years, 11 months ago