Logical Fallacies - Cyrine Abdelnour for Garnier Color Naturals

As a start, a great question is to be asked: What are the reasons that make a consumer want to buy a certain product? Well, some may say the product itself and how famous it is, or how beautiful the visual of the ad is, and even the celebrity represented in the ad. And in the case of the Garnier Color Naturals ad, it is most probable that consumers, mostly women, would run as quick as they can to get the product just because Cyrine Abdelnour is starring it. But do they ever look at the phrase that says: 100% NATURAL OLIVE OIL? Noooooo...

They just look at the celebrity before their eyes; her beauty and the "effect" of the product on her. And in fact, this is a very wrong way of absorbing the message being sent by the ad. It is influencial indeed as well as successful, but READ! Please people, and not just women, read the ad carefully and understand the real message behind. Read the writings on the back of the product. Check what's in it and open your eyes wider concerning such issues. Products aren't a joke or a toy to play with, and they definitely shouldn't become a way of showing love for some celebrity icon. For instance, in the Garnier Color Naturals ad, people become blinded by two silly things: Cyrine Abdelnour's presence and the phrase that says "100% Natural Olive Oil." And again I say READ! Do you know what the ingredients of this product are, ladies?

My point behind this is that all Lebanese people have to stop the bad habit of not reading at all and counting on visuals. It's like we're falling for the saying: "What you see is what you get." What you see isn't what you get. What you see is the first thing you notice in what you may get. But there's a lot more than images and figures while advertising a product.

In general, the ad is successful and effective, but reading makes the consumption of products be more clever and precise. So in the end, one advice is to be given: Use your eyes not only to look, but to see everything in a deeper way.

Posted by (E.M.)

Logos, Ethos, and Pathos

An advertising technique is used in order to persuade the audience that the message of the ad is right. Logos, Ethos, and pathos are three techniques used to accomplish the goal of the ad. How are the Logos, Ethos, and Pathos techniques used in Cyrine Abdelnour's ad for "Garnier Color Naturals" dye product?

-Ethos: Ethos is apparent with the use of the celebrity "Cyrine Abdelnour" as a model for the ad. Cyrine is a very famous and beautiful star and uses "Garnier Color Naturals" as a dye product. The advertisers are telling women that if they use this product, they will become good-looking with great hair just like Cyrine's. Not to forget that they might feel famous too. The use of this celebrity will increase the demand on this product, which is the goal of the advertising campaigns.

-Pathos: Pathos appeals to the emotions and feelings. The use of Cyrine with smooth and nice hair color will increase the jealousy in most of the women. That is why they will tend to buy this dye product to be even better-looking than Cyrine. Moreover, Cyrine is young, fresh, and amazing. Women who started having grey hair are the best consumers for dye products. When they see this ad, a sensation of "growing-up" will arouse in them. They'd feel that they are getting older and older. This feeling is the worst feeling for a woman. That is why, they think that by using this product, they will become young again, fresh, and amazing like Cyrine.

In addition to that, this ad is also addressed to men. Men who like Cyrine will feel that they want her to be their girlfriend or wife. So, they will encourage their wives and partners to buy this product in the intention of becoming amazing and having great hair color and brightness.

-Logos: In the background of the picture, we realize that there is a picture of an olive branch. It is very intelligent to put this picture as a background. The dye product says that it is made of 100% olive oil. This means that it is a 100% natural and not synthetic product. For this reason, women will be encouraged more to buy this product because natural and organic products are few in our country these days. Beauty is obtained through nature.

Ethos, Logos, and Pathos are united in this ad to persuade the audience targeted that this product is the best. These three techniques complete each other. If they are not used in a balanced way, the ad will fail to be a convincing and attractive one which is not the case in Cyrine Abdelnour's ad for "Garnier Color Naturals."

Posted by (S.S)