26 October 2015
To Hair Or Knot To Hair
Suave was started with the Natural Mineral Company in the United States in 1937 as a hair tonic. The brand acquired by Helene Curtis Industries, Inc., which in the 1970’s, started expanding the Suave name. Suave based in Chicago, IL. by the Unilever company. Soon after that United States, Argentina, Mexico, and Canada began selling in discount stores. Suave has more than 100 products, including shampoo, lotions, soaps, and deodorant. The fame of Suave lies partly in the company’s ability to spot the competition’s new products like baby shampoo or herbal shampoo. They then make cheap copies and market them under the Suave name. Suave was also the first company to bring shampoos out of salons, and also to market the first type of curlers, which then was a pad that was used to make wavy hair. The company uses emotion, credibility, and logic to advertise in the print ads to sell their product to the consumer. Their ads play on the emotions of the average woman by exploiting their ideas of self-esteem and their beauty rituals they may or may not apply.
Both ads contain forms of credibility in different ways. In the ad from 1949, Suave portrays that by using this hair tonic you will instantly become beautiful. In the older ad, it also implies that as long as you use Suave Hair Tonic that it will make you beautiful. It states in the ad that if you use this special hair tonic that it will make your hair miraculously obedient and keep every tress perfectly in place. In the ad from 2007, the ad implies that moms do not have any time for fixing her hair because of chores around the house. Similar to the other ad, it also claims to make you beautiful by using their product. Both of these ads are more geared toward the average woman or homemaker. The Suave advertisements also both have things that are intended to catch the consumer’s attention. The first ad...