The advert is targeted at consumers in the United States market. The picture appears to be that of Sofía Margarita Vergara, and there is a message on the advert saying “Sofia Vergara Uses It, You Mean You do not?” Sofia Vergara is a well-known actress, television host, comedian and model. She is originally from Colombian but best known in the United States for her roles for the hit series including Modern Family. Effectively, this advert’s use of Sofia’s image and endorsement means that it is seeking to appeal to markets that not only know Sofia Vergara, but also adore her hair and style. The target may also be based on market needs. Even if one does did not know Sofia, the advert depicts a blonde model with long and attractive hair, with the message that the head n shoulders shampoo has a fresh scent and helps ensure one helps achieve similarly long hair. Effectively, the advert could be aimed at consumers that simply desire beautiful, long and thick hair that smells equally as good.
Target GenerationOn face value, Sofia Vergara is 41 years, but even without this information, she appears to be a middle aged woman. Effectively, this advert is targeted to Generation X and possibly Y. Generation X comprises about 4 to 50 million people in the United States, born between1965 and 1980. They are ethnically diverse and relatively more educated compared to the preceding generations, which translated to relatively more incomes. Effectively, the vast majority of members of this generation belong to the middle or upper middle class, but are known to be individualistic, having grown up during the period of when both parents worked. This generation values freedom and quality, besides being resourceful and flexible. They are also technologically adept, not least been at the centre of the information technology revolution (and globalization), and perhaps most importantly, have a relatively high purchasing power because of the fact that most of them are active members of the labour market. Further, this generation id thought to be both pragmatic and adventurous, concerned about beauty, aging and striking a proper balance between family and work.
Advertising Strategy This generation is bang in the middle of the most powerful target markets because of its purchasing power. They have a huge number of needs that are only limited by financial constraints. They are often and unsure of themselves, which is why endorsements by a popular celebrity is very helpful in ensuring that the consumers are reassured. This advert taps into Maslow’s hierarchy of needs’ love and belonging, by appealing to the desire by the targeted consumers to belong with trendy women such as Sofia Vergara, especially by having hair that is just as glamorous as hers. The need for esteem is also exploited here (competence, freedom, self-confidence and strength) are alluded to in the message that this shampoo gives one feisty , long hair that has a beautiful scent and besides “Sofia Vergara uses it, you mean you don’t?” Having beautiful hair and generally being beautiful is taps into generation X’s pre-occupation with beauty, independence, aging, adventure and need to belong.
Current Situation
Sofia Vergara is a popular and well-known celebrity, mostly known for her beautiful body and hair. Presently, a television series in which she stars is enjoying massive success in the United States and elsewhere in the world. She is a perfect embodiment of a Generation X women, who has attained considerable success, looks good, has struck a great balance between life and work, and is adventurous. It is highly likely that this advert is seeking to capitalize on these perceptions/beliefs among the target audience. This is the very motivation behind the use of celebrity endorsements in the first place.
Attitude, Belief & Behaviour Promoted
The advert succeeds in projecting the intended message to the target market. The advert is promoting great, feisty and beautiful hair as a statement of identity for generation X women, as well as the fact that this great hair can be achieved by using Head n Shoulders shampoo. Generation X women are keen about beauty and aging, and it appears that this advert is looking to tap into this feeling, as a way for this generation of women to feel good about themselves. The role of Sofia Vergara in the advert is significant. Effectively, the advert endorses her as a symbol of beauty and an example of a beautiful generation X woman. With this, the advert is encouraging women to model themselves after Sofia Vergara. While Sofia Vergara is a powerful reference person for this generation, she is an even bigger reference person for generations Y and Z. These younger generations are not only obsession with beauty and sense of belonging, but perhaps most importantly, they also look up to reference groups such as Sofia Vergara.
Works Cited
Finn, Natalie. "Modern Family Drama". Modern Family Drama: Is Maxim Hottie Sandra Vergara Pretending to Be Sofia's Sister? October 2011. 2014. <http://fr.eonline.com/news/256897/modern-family-drama-is-maxim-hottie-sandra-vergara-pretending-to-be-sofia-vergara-s-sister>.
Williamsn, Kaylene and Robert Page. "Marketing to the Generations." Journal of Behavioral Studies in Business 21 (2) (2005): 1-8.
