Celebity endorsement is a very popular and sometimes overused Advertising Technique, Using a well known celebrity can help your advert to get more recognition and more sales depending on the product and celebrity used. usually the celebrity used has a link to the product advertised and more often than not they claim that they use these products themselves, this is to boost sales of the product from people who want to use the same product as their favourite celebritys to feel good about themselves or to show off etc.
This L'oreal advert uses cheryl cole (a very popular celebrity at the time this advert was shown) I think that the marketing at the time was genius, men were obsessed with her beauty and women wanted to be her. personally i cant stand her but i think its a clever marketing option to use her for beauty products. The Shots of her hair being whipped around and ruffled show off the product and make women want beautiful hair like that. although it was probably proffesionally coloured and styled the lie is to make it look like you can obtain that hair from just using this product this can sometimes lead to controversy as it did with a few adverts starring her where they claimed that she uses extsensions and things.
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