I have two things to say here on the subject of shampoo advertising.
Thing the first:
Okay, you have some big CG visualization. Why is there a “dramatization” disclaimer in the bottom right hand corner of the screen? Please, I don’t get it. If it was an actual dramatization, like say the Herbal Essences orgasm ads, I could take that – but CG visualizations? Seriously dudes!
Thing the second:
head & Shoulders ads. Okay, you know, it’s shampoo to get rid of dandruff. Excellent. Nobody seriously doubts that it doesn’t work – it’s perceived as a pretty trustworthy brand. *But*, it has one of the most vacuous claims I’ve ever seen. I’ll quote it from boots.com, but it’s on the TV ad as well:
New head & shoulders shampoo range, with new HydraZinc formula, is now better than ever! Its formula, containing zinc, not only helps keep your scalp healthy and up to 100% flake-free but also combats itchiness and tightness as well.
Up to 100% flake free? What the fuck is that supposed to mean? Well, it’s *supposed* to mean that it’s somehow effective. *But*: what does it actually mean? NOTHING! NADA! NILL! Who gives a fuck about nonsensical upper bounds on a product’s effectiveness – we want averages, lower-bounds, graphs! Don’t give us no stinking upper bounds!