ˏˋ°•*⁀➷ Exam Question //
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Q. Explain the significance of challenging and/ or subverting genre conventions. Refer to the Dove 'Real life. Real Beauty' set product advert you have studied (10 Marks)
Generally, the ad Industry as a whole in media is often times portrayed to make their products stand out in comparison to others (especially in the beauty market of a $600M industry and growing) to suggest their product can make you your best self, saturated by products to make you 'look better'. Unfortunately, in most of these cases, the ad's are airbrushed, photoshopped and finetuned in order to give an unrealistic representation on the "perfect" person and highlights the hyper-reality of these companies and their blatant disregard for their customers.
On the other hand, Dove's 'Real life, real beauty' campaign promotes their viewpoints and ideologies of natural beauty, persuading their customers to feel better in their own skin, to love who they are and to accept that they are already perfect. They have kept this belief since 1957 and make over $7Bn a year as a company. This could have been from result of them focusing on making consumers 'feel better'. During these adverts, we are shown close up camera shots, often times of women who have what society would perceive as 'imperfections' being portrayed as beautiful. This would most likely allow the company to sway consumers towards more dominant heteromonic / negotiated decision making about their products. This further enhances their viewpoints and reinforces their outlook on natural beauty. Often in these adverts, their is usually a theme of white which has connotations of purity and innocence - allowing us to see that our bodies should be loved, we are normal and perfect the way we are. Another thing to notice in these adverts would be the subtle title, this allows the focus of the audiences eyes to be drawn directly to the person in the advert so we can focus on the statement that Dove is attempting to say.
As for the audience; these associative adverts are catering more towards woman in all a-e categories however, mostly mainstreamers. Mainstreamers are 40% of society and rather seek security than taking risks, for this reason I believe that they would appreciate Dove's campaign and most likely be inspired to use their products more often. This is because they are suggesting that anyone and everyone are able and should feel beautiful in their own bodies, regardless of weight, sexuality, age or anything else. The most common audience for Dove however would probably be
To conclude, from the consumers perspective, Dove's attempt of challenging stereotypical ideologies and subverting the toxic genre of the beauty industry, can be perceived as successful and almost nurturing to have a brand care for the consumers in the way that Dove does. Their adverts, constantly consisting of realistic beauty with plus sized women and people of different ethnicities, they truly go far and beyond to support their ideas on true beauty in that genre and shining a light on the things that had been shunned in the $600M industry.
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