In order to captivate the audience to buy their products, Pantene uses several techniques in their commercial that features a bullied deaf girl who learns to play the violin. One of the techniques Pantene uses is emphasis on the sense of sight. The company constantly highlights the sense of sight throughout the commercial by consistently noting how people and objects look; one primary example of this is when the deaf girl’s mentor tells her that “music is a visible thing”, even though, in the context of the story of the commercial, that makes absolutely no sense. Despite this logical error, this very statement becomes the basis for the rest of the commercial; the viewer is even led to believe that the main reason the protagonist won the judges’ affection is because of her appearance as she was performing. While there was no scene showing the deaf girl using Pantene products, the fact that she used them is heavily implied. Throughout her performance, there was less focus on her playing the violin and more on her hair; she didn’t even look human because her hair was being focused on so much; at best, she looked like a moving mannequin.
Pantene also has the two girls – the main character and the 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, and in the end, it is implied she won the music competition. In contrast, the bully had her hair styled in a tight ponytail, and while she performed well, she didn’t win the competition. Pantene’s message to the viewers, through this technique, 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.