ˏˋ°•*⁀➷ Dove //

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Dove makes $7Bn a year as a brand

Dove is owned by Unilever

Doves USP is 'real beauty and self-confidence'

Dove originated in 1957

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Macro is the industry as a whole.

About the skincare industry:

• The personal hygiene industry market size was valued at 64.4 bn in 2021 and is expected to grow at a CAGR of more than 5%.
• Revenue in the Beauty & Personal Care market amounts to $571.1bn in 2023. This is expected to grow annually by 3.8%
• Over 40% of total revenue will be generated through online sales since 2024. 
  

  

  
  

  
  

All stereotypically "perfect" women - illustrates the idea that this beauty will be placed onto you by using the product. No hyperrealism highlights the fact that this is all 'real' and works. The dialogue in the text of most of these adverts seem conversational as if you're being talked at as a review which may persuade consumers to purchase the product. Smooth perfect unrealistic skin with the adjective "creamy" being repeated lots of times to get that point across. The women all have the same smiles and in all adverts, there only appears to be their face and hands with the exception of one. This advert may be appealing towards younger women in the 70's/80's, however, as the 20th century approached, they had to change their target audience to an older audience around 60's - 70's.

3000 women were asked to describe themselves and around 53% all viewed themselves in a natural to negative way. This is due to the unrealistic portrayal of women in their portraits in the media industry. Dove challenged this by creating a product that its purpose was to make any woman feel beautiful and confident.

The Stereotype of the 'good mother':

• A woman who cooks, cleans and cares for her child and is fullfilled in this role.
• Represented as glamourous and calm, loving, organised.
• Her children are well behaved, polite and obedient.
• Her realm is the home/kitchen.

Seeing this advert may be good for mothers to see as it shows how real and chaotic life can actually be when being a mother and allows them to realize that they arent doing anything wrong, just struggling with the same problems other mothers are too.

Critical view: Reinforcing harmful stereotypes, mum is the primary caregiver, overwhelmed, in a kitchen.

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Associative - The advert is an indirect portrayal of the product itself and is to do with how the product makes you feel.

Demonstrative - Advert which provides consumers with information on the product and what its function is.

Example of Associative;

Example of Demonstrative;

What is Intertextuality? 

Intertextuality is a 'nod' or allusion to a similar or related work that is designed to reflect and influence an audience. The hashtag feature on adverts allows the ideas of the wider campaign to be felt and share (#beautifullyrealmoms). Some examples of this include;

 - as this is referencing the Nirvana album 'Nevermind'.

#beautifullyrealmoms:

-2018, the main platforms which had used hashtags included Facebook, Instagram, Twitter etc. This is about engagement.81% of mums wondering if they're good enough, 99% pressured to be 'perfect'. In 90 days, Baby Dove won 10.3% of market share (success criteria).The website had obtained viewing of the images of up to 8mins per photo, 3x the industry norm. Personal inspiration had been obtained by the sharing of this campaign through the advert #beautifullyrealmoms.

Any website that uses data sharing cookies for advertising such as Instagram, Youtube etc where these adverts are specific to you are called "below the line campaign".

On the other hand, general and totally passive advertising i.e. a big billboard is called "above the line campaign". Generally speaking, above the line campaigns are expensive whereas below the line advertising is cheap. Adverts which are both above and below the line are called a '360 degree campaign'.

 Adverts which can be played on TV are 'above the line' campaigns.

Dove has been under review from critics due to their company, Unilever having heavy contradictions between the objectifying portrayal on conventionally attractive women in the Axe (lynx) advert in comparison to the empowering campaign on doves side. They responded to this claiming men to be "insecure" and that ad was to 'boost their ego'.

Doves campaign aims to prove appreciation for the "real beauty" and individuality. This offers their audience more authenticity and trust in their product as it also corresponds to their pledge. This is blatantly different in comparison to other beauty industries who obviously aim to obtain a profit rather than happiness in which Dove do.