ipl-logo

The Dove Campaign

1820 Words8 Pages

As Kate Cox (2011) states, “It is a truth universally acknowledged that integrated campaigns are more effective.” This essay aims to critically analyse the aims, strategies and effects of the Dove Campaign for Real Beauty, conceived and launched by Unilever in 2004. In particular, it focuses on the worldwide recognition of the campaign, as well as justifying the latter not being a huge success as claimed.

The essay will begin with an overview of the setting up of Dove’s advertising campaign. It aims to outline the development of the market research undertaken and different phases of the campaign along with its main forms of advertisements in order to provide a suitable context for its overall evaluation. The review will start with the main …show more content…

The results revealed that only 2% of women around the world would describe themselves as beautiful (Etcoff et al., 2004). According to Dove’s website, the Dove Campaign for Real Beauty is “a marketing campaign established in order to widen the definition of beauty as well as provoke discussion on what our society deems beautiful.” The main message of the Dove campaign was that women’s unique differences should be celebrated, rather than ignored, and that physical appearance should be transformed from a source of anxiety to a source of confidence. This message was delivered through a variety of communication means, including TV commercials, magazine ads, and a worldwide conversation via the …show more content…

“The Creative Destruction of Decision Research” demonstrated how Coca-Cola advertisements elicit emotional responses in their consumers, therefore creating brand loyalty and similarly, Dove uses this idea for consumers to purchase Dove’s products (Loewenstein, 2001). But as a matter of fact, the products Dove sells with the Campaign for Real beauty aren’t good for the skin in general. With more than 7,000 ingredients available to manufacturers, it is even more disturbing that Dove still adds a multitude of the 1,000 known harmful chemicals (Antczak and Antczak, 2001). Not only are the chemicals, synthetic lathering agents and dyes, that are damaging to our absorbent skin, the chemicals are also getting washed down in our drains and harming our environment, sometimes having lasting and even deadly, side effects (McCoy, 2009). Finally, Heiss (2011) argues that the campaign, whose aim is to promote positive body image, in fact represents an ideology of “naïve integration”, and Dove fails to ascribe a real meaning to beauty as its objective intend

Show More
Related
183 Words | 1 Pages

It’s an argument we’ve all heard before and there are more than a few books that have tackled the subject. But what’s different from even the last three years is just how widespread the media has become. Today’s teens spend an average of 10 hours and 45 minutes absorbing media in just one day, which includes the amount of time spent watching TV, listening to music, watching movies, reading magazines and using the internet. This is a generation that’s been raised watching reality TV – observing bodies transformed on Extreme Makeover; faces taken apart and pieced back together on I Want a Famous Face. They are, as Tina Fey puts it, bombarded by "a laundry list of attributes women must have to qualify as beautiful.”

Read More
186 Words | 1 Pages

Marketing Campaign -The marketing campaign will be targeted to mainly younger audiences but other people could also be targeted depending on what they desire. -The method of marketing will include billboards, radio and television commercials, since these are what younger and older audiences listens/watches everyday. -The radio advertisement will be played on 97.3FM, as it is currently the most popular radio channel at the moment and the advertisement will be played at around 3 pm, as during this time is when usually students get picked up their parents or on the bus home. The ad can also be played at around 5 pm, as this is the main time where adults usually finish work.

Read More
763 Words | 4 Pages

Essentially, industries decrease people self-esteem in order to make money and sell their advertised products. Companies advertise the “perfect” body that even the models do not have because of edited images, all the while contradicting themselves saying “be yourself”, then promoting unrealistic standards. Roberts inductive thesis fell at the end of the film, stating that the promise of being beautiful leading to a better life, is propaganda and that women’s health is not as important as corporate profit. The primary appeal in this documentary is the appeal to authority.

Read More
1133 Words | 5 Pages

The environment is pledging an elitist appeal but the warm colors found in the image attract the populist group. In Jack Solomon’s “Masters of Desire the Culture of American Advertising” he explains a paradox in the American psyche. He argues that Americans simultaneously desire superiority and equality, as a result, advertisers create images that exploit those opposing conditions. He emphasizes that America is a nation of fantasizers. He sums up that advertisers create consumer hunger by working with our subconscious dreams and desires in the marketplace.

Read More
1383 Words | 6 Pages

M3 In this task am going to justify the decision, in our business we decide to hire an advertising agent that could help us promote our product, also we decide to use different media that could help us to find our target and to increase more customers in our brand, also through marketing mix this could also help us to maintain our campaign so that we could be able to manage and conduct our campaign effectively. The following are some ways that could help us to improve our campaign. Budget Through increase our budget this will help us to conduct our campaign more effectively such we could be able to improve our advertisement so that we could attract more customers in our company, also through budget we could be able to hire advertising agencies that could help us to promote our business and through budget we could be able to conduct different events that could help us to promote our product to our target

Read More
805 Words | 4 Pages

This constant fixation on physical perfection has created unreasonable beauty standards for women, ones we cannot possibly achieve on our own. Such standards permeate all forms of popular media, particularly fashion magazines and advertisements. Women are bombarded with the notion that we must be thin in order to be desirable. These images project an

Read More
407 Words | 2 Pages

Emotions and insecurities of women are played with in cosmetic commercials. By the end of the commercial, many women’s only hope is to look as perfect as the beautiful women in the

Read More
994 Words | 4 Pages

Stress Test #64267 For many years now, advertising has managed to have an effect of everything around us. Good or bad, the true purpose is to clearly convey their message to the targeted audience. To achieve this, advertisers will commonly use rhetorical appeals to successfully persuade their desired audience. Secret Deodorant’s “Stress Test” ad utilizes various colors, and ethical and emotional appeals to effectively grab the audience’s attention.

Read More
664 Words | 3 Pages

Death is something everyone fears, everyone ignores the topic until the time comes. Although, when the time does come, everyone feels as if they need to mope around and be upset. In Tuesdays with Morrie, Morrie’s time has come due to ALS, and there’s no ignoring that. With Mitch visiting Morrie each Tuesday, Morrie is able to discuss numerous of topics, such as aging, and dying. In Mitch Albom’s Tuesdays with Morrie, the feelings of aging and death changes.

Read More
1144 Words | 5 Pages

Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence

Read More
1385 Words | 6 Pages

One of the categories in being the ideal woman is being conventionally beautiful because, according to the media, a significant portion of a woman’s self-worth rests in appearance. This can be seen through women’s magazines in particular, which promote altering one’s appearance leads to the significant improvement of one’s “love life and relationships, and ultimately, life in general” (Bazzini 199). Therefore, the media presents a direct relationship with beauty and success: the more attractive a woman is, the better her life will be. Thus, a woman must the take initiative to look beautiful in order to be successful. Through the repetitive exposure of the same type of image in the media, what society considers beautiful often resembles a definitive checklist.

Read More
1126 Words | 5 Pages

Its aim is to delivering some value to the customers so they purchase or sell goods and/or services. Advertising, however is one of many tools used in marketing to reach and inform consumers. Of the four P’s in the marketing mix, advertising falls under ‘promotion’. Some other marketing tools are public relations, sales promotions, directing marketing and personal selling. There are various types of advertisements, among them political, public service, retail and directory.

Read More
1108 Words | 5 Pages

Your decisions to comply with society’s view of “beauty” are no longer subconscious, but rather are more conscious-driven decisions. Barbie’s slender figure remains idolized; however, it has evolved from a plastic doll to a self-starving model that is photo-shopped on the pages of glossy magazines. You spend hours in front of a mirror adjusting and perfecting your robotic look while demanding your parents to spend an endless amount of money on cosmetics and harmful skin products to acquire a temporary version of beauty. Consider companies such as Maybelline, which have throughout the ages created problematic and infantilizing campaigns and products for women. More specifically consider the “Baby Lips” product as well as the company slogan, “maybe she’s born with it, maybe it’s Maybelline,” that reiterates the male notions of beauty to which women are subjected.

Read More
2200 Words | 9 Pages

1 Introduction Advertisements have a great impact on people but they are not representing reality. Companies try to promote their product the best they can in order to increase revenue. To do so, they and appeal to and satisfy the needs and longings of potential customers. Dove® , being a Unilever brand, tried a considerably different approach to draw attention to itself.

Read More
1139 Words | 5 Pages

According to Britton (2012), last 2008, YWCA USA developed a report Beauty at Any Cost wherein they discuss the consequences of beauty obsession of every woman in America. It shows that beauty obsession results from a decrease in the level of self-esteem. It also gives a problem to the Americans because it’s also putting a dent in their pockets. It states that because of those cosmetics many people have decreased the level of self-esteem because of those cosmetics.

Read More

More about The Dove Campaign

Related Topics

Open Document