I first saw this commercial not too long after it came out.
The video came to me again after learning about Attitude in class. The video is
a great example of influencing affectively based attitudes under
high effort processing. This high affective processing encourages the consumer to
process the message holistically rather than analytically. Specifically, in this ad, the consumers don’t
analyze how good the quality of Pantene shampoo is, but the sense of confidence
and the positive feelings associated with the shampoo that the viewers get from the ad. The message shows the issue of double standard and inequality in the society. The positive message that Pantene gives the
female audience makes the brand becomes more likable. The message is effective
by forming strong attitudes because the argument is personally relevant, and
about important attributes.
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