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Comparing Two Advertisements Of Fight Club And The Man Manual

518 Words3 Pages

I was shocked when I watched the two advertisements for the same Dove product. The brand approach and message was changed drastically. The first advertisement “the man manual” was a very standard approach to the product and the brand. It used the instruction manual layout to target masculinity similar to how Fight Club was written. The idea that the man becomes involved with the ‘manual” and should take an active role and be a producer, rather than a passive individual. The manual immediately selects a male target audience and is followed by simple diagrams and steps on how to use the body wash. This advertisement was not emotional or very relatable as the main character was a drawing of a man. I felt there was no connection between the man …show more content…

The ad slogan is “care makes a man stronger” and throughout the advertisement it shows the many different relationships that children have with their father. This advertisement plays on the idea that we read in fight club and Iron John, that is your father is your figure of god. Dove is not focusing on selling the product rather the lifestyle and importance of a dad. In this advertisement Dove uses real people and this creates a real connection to the characters. The only narrative in the advertisement is the depiction of the word dad. This targets anyone who is a father but also makes the audience watching think of their father or male authority figure. The commercial is very emotionally intriguing as it shows big moments in their child’s life such as the first dance at their daughters wedding, learning to swim, sending their son to formal and first breakup. In all of these situations the dad is there to support and care for their child. This ad is especially different to the “man manual” as this ad does not mention or show the product until the very end. This puts more meaning into the message of the ad over the product and makes it more

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464 Words | 2 Pages

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975 Words | 4 Pages

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1054 Words | 5 Pages

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1155 Words | 5 Pages

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503 Words | 3 Pages

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1045 Words | 5 Pages

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