Research Paper Outline

I. Opening

*a. Discuss advertisements in general as targetting women & sexuality

*b. Focus in on Clairol Herbal Essences

*c. Thesis: Clairol Herbal Essences advertising strategies use sexual appeal to gain marketing attention, meanwhile taking the focus off of the actual product being sold.

II. History of Clairol (Reference #1)

*a. First only produced hair die

*b. The name Herbal Essences- focuses in on the organic basis of the product.

III. Ads (within Clairol) that appeal to sexuality

*a. The commercials with the orgasmic sounds (Reference #2)

III. Ads play on sexual emotions…response to paragraph II

*a. Explain why this works (Reference #3)

*b. Explain how this works

*c. subliminal messaging in advertisements (may expand into two paragraphs)

IV. Ads target women to attract men’s attention

*a. Describe ads

*1. physical appearance

*2. similarities

*3. differences from other ads

V. Sex Roles in ads

*a. Social Learning Theory (Reference #5)

*1. Mostly focus on women, but also compare men

*2. Show how this relates to Clairol Products

VI. Ads target younger girls

*a. Britney Spears as spokewoman for campaign (Reference #4)

*b. Sexuality incorporated

VII. The loss of the product being sold

*a. Product is dramatized

*b. Describe other types of ads that dramatize products

*1. Differences

*2. Similarities

VIII. Clairol Products differences in marketing

*a. The actual product being sold

*b. “Organic Experience”

*c. Differences in the presentation of ads

*c. Differences in the target group of ads

IX. Conclusion

*a. Summarize key points in thesis

*1. The sexuality of Clairol Ads

*2. Loss of product being sold

*b. Reiterate other key points

*1. Women as target groups

*1. How Clairol ads and ads as a whole have changed over time

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