ˏˋ°•*⁀➷ Dove 2 //

Starter Tasks

Analysis of Dove Advert

Shot Types: Wide shot (places audience in position of mother giving an immediate emotional appeal)

Slogan : 'Real life real beauty', reinforcing campaigns focus on realism and pulls away from celebrities.

Costume & Location: In a common kitchen reinforcing idea of everyday domestic life.

Logo and Typeface: Dove logo is well recognized for its commitment to diversity - sans serif to modernize

Composition and Hashtag: 'z patterning' (dove slogan, lateral line through family to the hashtag).

Multiplatform Media: A 260-degree photo library, print ads, video etc.. - to create a consistent message through various channels.

What is being represented and how?

Motherhood: Challenges stereotypes of how to be the ' perfect mother ' by exposing the real-life.

Beauty Standards: The mother is not a supermodel nor actress, contradicting stereotypical beauty standards of society.

Gender and Social Class: Depicting a mother highlights

Ethnicity: The woman in the Ad is of Asian decent, this multicultural standpoint helps enhance the diversity among all mothers across the world.

Target Audience: Millennial mothers, all from different backgrounds and diversities. 

Feminist Angle: Challenges expectations that mothers must always be perfect and joyful.

Cultural & Social Contexts: Regardless of parenting norms, mothers are predominantly responsible for childcare, addressing the pressure and empowering women.

The Real Beauty Campaign - Case Study

The Success of the Real Beauty Dove campaign:

While beauty and body image ideals have diversified over the years, the checklist for how women perceive they should look is growing – and impossible to meet:

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1. 40% of women would give up a year of their life to achieve an ideal look or body.
2. 76% feel the need to look healthy, 68% to be slim, and 64% feel they need a small waist while also being curvy (57%).
3. 2 in 3 said they felt women today are expected to be more physically attractive than their mother’s generation was.

They looked like your aunt, your neighbor, your friend from the accounting department, the server at your favorite restaurant. They weren’t airbrushed, photoshopped, or buried under countless layers of product. None of their wrinkles or gray hairs were erased or covered up. They were just … normal women.

What came next was a slew of viral videos, each designed to showcase that women are, almost without exception, excessively critical of their own appearance, and highlight their true beauty.

The success of the campaign was most evident in Dove’s finances: The company increased revenues by 10% in a single year. And nearly 20 years later, the campaign is still running, with plans to expand to the virtual world.

Countless studies have shown that an emotional response is the single most powerful driver for brand loyalty. Old Spice earned its place as a household name by making us laugh, and Coca-Cola has long focused its ad narratives around feelings of togetherness and belonging. In other words, a brand that makes us feel something has a customer for life.

Compared to many high-end personal care brands, Dove’s entire product line is very affordable. A bar of Dove soap costs less than $2, and a 13.5-ounce bottle of intensive care body lotion is just $6.69. Dove can be purchased at Target, Walmart, and any convenience store, making it extremely easy to procure.