We've talked about how the use of real people in advertisements creates a sense of identification with the product. Dove does a good job by not using models but incorporating regular looking people to get the message out. The company has created campaigns for self esteem and has contributed financially to promote a healthy self image.
The first video is sponsored by Dove but does not at all talk about the product. The advertisement makes it easier for consumers to relate to the product by showing the effects of media on young girls. I think people are able to identify with how women are portrayed in the media by the images they use throughout the video.
The second video concentrates on the distorted and false truths of beauty in magazines, television, and etc. Many of the comments I read in response to the video agreed on the negative image the media displays. Dove's use of video and real life people has been an effective way to advertise their brand. Even without reminding the audience they sell soap and other products, their emphasis on inner beauty through their advertisements via youtube, and videos has left buyers with a memorable impression.
I love that you highlighted Dove as a brand that truly has a handle on its image and goals. I personally love Dove and will choose it over any other brand simply on the basis of what it stands for. Dove has always remained true to their promotion of real beauty as opposed to some artificial, airbrushed, and impossible-to-attain look. Of course, at the end of the day, they too have motives and function for the sake of sales and money but hey, that's America for you. I still love them and how they have acknowledged the power of a strong brand identity and trust from the consumer.
ReplyDeleteI agree with both of you. Dove seems like it does focus on the care of real women and their self esteem. My favorite advertisement they ever released was the dove evolution.
ReplyDeletehttp://www.youtube.com/watch?v=iYhCn0jf46U
I buy Dove products. I love the Real Beauty campaign and often use their videos (like Evolution) in other classes I teach.
ReplyDeleteQuestion: Does hearing that the same company who sells Dove also is responsible for the sexist Axe advertisements change your mind about them?
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ReplyDeleteNo, because I think Dove tends to cater to women and less to men. I know Axe uses a lot of sex appeal to draw in men to buy their products, but I think that's all apart of the business. I think Dove does a great job promoting their brand without making it obvious that they want to sell you their product. But nonetheless, Dove is trying to get you to buy their stuff even while they promote Real Beauty.
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