The Pantene commercial involving the deaf girl who was bullied and who learned to play the violin uses several techniques in order to captivate the audience to buy their product. One of the ways Pantene accomplishes this goal is emphasizing the sense of sight. The commercial consistently highlights how objects and people look, with the deaf girl’s mentor even saying “music is a visible thing”. The viewer is led to believe that the main reason the protagonist won the judges’ affection was because she used Pantene hair products. While it wasn’t shown that she used the hair product, it was heavily implied. There was less focus on her playing the violin and more on her hair. At one point, she didn’t even look human, in my opinion, because her hair was being focused on so much; at best, she looked like a moving mannequin.
Additionally, Pantene also has the two girls – the main character and her bully – express their personalities not only through what they say and do but through their hairstyles. Throughout the commercial, the main character had her hair down and loose, not tied or held in any way. In contrast, the bully had her hair styled in a tight ponytail. Pantene’s message to the viewers then is that they should let their hair down (after using Pantene products of course) and they will achieve their goals. This concept is impractical, but Pantene does do a fairly good job in showing the plausibility of the thought.