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Essay example - AN ANALYSIS OF THE PERSUASIVE TECHNIQUES USED IN DOVE REAL BEAUTY SKETCHES

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Masters
Essay
Marketing
Pages 6 (1506 words)
The Stance of the Fatimids towards the Crusades Name: Course: Professor: Institution: City and State: Date: Analysis of Persuasion in Dove Real Beauty Sketches Introduction The Dove Real Beauty Sketches is an advertisement that the Unilever Company produced with the objective of describing to women that they are beautiful naturally…

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The film, which compares, the images of women and strangers about various women uses numerous persuasion techniques to capture the attention of the viewers. An analysis of the persuasion techniques that the film uses is essential in understanding the reason why the video captured a market of fifteen million viewers within one month. Cialdini’s Weapons of Persuasion Cialdini describes successful marketing as a science rather than magic or luck. The author argues that public proof is one of the principles of successful persuasion, and marketers should make use of it by proving to their customers that other people have also tried their products or services (Cialdini, 1993). The Dove film uses social proof by showing the viewer the participants of the research, and how they described themselves. A viewer sees the women who took part in the research, and how they described themselves while behind a curtain. Viewers can also see the artist who sketched the appearances of the women as well as the strangers who described them during the study. This creates an impression in the mind of the viewer that there are other people who believe that they are beautiful more than the way they think (Perloff, 2010). ...
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