Textual analysis -ghd

Codes & Conventions of advertising: What techniques does the ad use to persuade the audience to purchase GHD straighteners?
The advert uses successful techniques in order to persuade the audience to buy them . Firstly the use of 'thou' meaning you ... i.e that you must buy these straighteners , as they are the best for your hair .Furthermore the women used are very beautiful therefore are put as role models for the audience to buy the straighteners ... as they will become just as pretty . The use of sound , which is quite haunting ... therefore draws the audience in to buying the product . The ten commandments that are used can be very offensive to Catholic people , as they follow what the Holy Bible says . Therefore to portray women going against the 10 commandments may cause an up rise . The different types of hair styles, that can be done with the straighteners also entices the audience to buy the product . The company has used voice over to make the advert seem powerful and to push the narrative forward.

Representation: How is gender represented in the ad?
Women are seen to be quite powerful in this advert , they are the dominating females as opposed to the normal males that we are used to seeing dominating the t.v ads . The two women used are portrayed , to be quite strong as they fight each other in one of the scenes. The women are seen as seductive due to the clothes that they wear - which is hardly anything ! .... thus making them seem very sexual in order to grab the mans attention .

. Media Institution: What issues of regulation and censorship does this ad raise and what does it tell us about the values of the channels on which it was broadcast?
Well firstly the use of the 10 commandments will offend many strict Catholics that follows the religion , and perhaps Catholics that are not so strict . Therefore may people may have phoned in to complain about that issue , and the advert can actually be banned because of it . However the channel E4 normally broadcasts adverts like this after 9pm watershed, when the younger children are not watching t.v anymore .But E4 could have easily kept the advert on before that time , as the company is private and not regulated by the government .
The fact that the advert was still broadcast, even though many Catholics will have found it offensive shows how weak people are .

4. Audience: On the basis of this ad, who does the GHD brand appeal to?

This advert obviously targets women , who are in the class B or above band . The straighteners themselves are expensive ,therefore women from a lower social class may not be able to afford the cost price .The straighteners themselves, can create different styles of hair do's in a very short space of time .