Sun-Silk Consumer Ads

While both women and men care about their appearances, women seem to be more concerned about the way they look. Women seem more concerned because a huge number of beauty and personal products are marketed directly towards women specifically. The Sun-Silk hair care advertisements target women by exploiting hair flaws of women, then offering a solution by using their product. However, the Sun-Silk advertisements manipulate women into using their product by basically stating that there is a problem with the women. The Sun-Silk Shampoo commercial taps into the esteem of women in several ways. The setting of the commercial is in a busy, public, city setting. The voice of a loud, boisterous female narrates the commercial by insulting the hair of a variety of women. Insults include, “Honey, your hair is flatter than a training bra…” or “You have more split ends than a Vegas divorce court.” While this voice is being heard, shots of frustrated women are shown as they frantically try to fix their