StudentShare solutions
Triangle menu

Dove's Campaign for 'Real Beauty': An Analysis - Essay Example

Not dowloaded yet

Extract of sample
Dove's Campaign for 'Real Beauty': An Analysis

up with the entertainment industry to show that what girls see in movies and magazines represents an unrealistic standard of beauty” (Unilever par. 8). Thus, there is a need that could be capitalized which focuses on real women and catering the product to these target market. As intended, the message evidently indicates that the target audience is “all women, all ages and of all sizes” (Brodbeck and Evans: Audience par. 1). The advertisers veered away from featuring stereotyped models showcasing perfectly thin and slim curves and boasting of clear skins and hair which do not apparently need the use of beauty products. Therefore, as intended, the message elicited vast responses and reactions from all walks of life and proved to be successful in its provocation for debate and discussion. The strategy was therefore considered effective and successful since stirring considerable audience impact (whether through positive or negative reaction) means that awareness to the product is enhanced. Impact on Consumers From the study made by Brodbeck and Evans, it was disclosed that: “overwhelmingly, the response of the media applauded the campaign, however CFRB was also criticized. In national and local newspapers and journals, CFRB was written about, debated and the press received responses from the public in the form of letters, online voting, and message boards. Of the 22 articles we found over a time period of 4 years (2004-2007), 17 articles covered CFRB positively, praising the campaign. Only five articles criticized the campaign” (Brodbeck and Evans: In the News par. 1). The information provided in the study could just be limited given the number of articles published relaying reactions towards the CFRB (where 77% reacted positively, and only 23% criticized the...
This "Dove's Campaign for 'Real Beauty': An Analysis" outlines the advertisement campaign of Dove and its effect. From the study made by Brodbeck and Evans, it was disclosed that: “overwhelmingly, the response of the media applauded the campaign, however CFRB was also criticized. In national and local newspapers and journals, CFRB was written about, debated and the press received responses from the public in the form of letters, online voting, and message boards. Of the 22 articles we found over a time period of 4 years (2004-2007), 17 articles covered CFRB positively, praising the campaign. Only five articles criticized the campaign” (Brodbeck and Evans: In the News par. 1). The information provided in the study could just be limited given the number of articles published relaying reactions towards the CFRB (where 77% reacted positively, and only 23% criticized the ad). However, other variables that signified the campaign’s success included the following: (1) “the campaign generated more than 650 million impressions during the summer of 2005; (2) according to Dove, sales for the products featured in the ads increased 600 percent in the first two months of the campaign; and (3) as of June 2005, more than 1 million visitors had logged onto www.campaignforrealbeauty.com and shared their thoughts about the campaign”. These facts indicate an overwhelming success for Unilever and for promoting Dove using the CFRB. One found the CFRB effective since women have acknowledged that beauty actually lies within. ...Show more

Summary

This essay describes and evaluates the Dove's advertisement in terms of the type of communication used and relayed, the message, the target audience and determine its impact on consumers. Dove manufactured by Unilever is known for focusing on product features such as gentleness and safe to use…
Author : boreilly
Doves Campaign for Real Beauty: An Analysis essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Dove's Campaign for 'Real Beauty': An Analysis"
with a personal 20% discount.
Grab the best paper

Related Essays

Real fashion marketing campaign
Nike is arguably the most popular brand in the world, Nike’s success in the recent past has been nothing short of incredible. Their fashion marketing concept has been very successful, several important factors have contributed to its success and this paper will shed light upon those important factors which have been crucial to its success.
2 pages (500 words) Essay
Advertising campaign analysis: BMW
Unlike other automakers that often focus on product and pricing, BMW establishes a brand personality that is consistently aligned with target customer standard of living. “The Ultimate Attraction” ad campaign establishes BMW as an important construct and facilitator in the lives of target consumers who maintain high economic resources.
9 pages (2250 words) Essay
Strategic Brand Management REPORT on Dove in the UK
Because brands are now acknowledged as part of a business capital, they must be exploited. This is the province of strategic brand management: that is how to generate value through proper brand management (Keller 1992, pp. 20). Building a strong brand can lead to the generation of numerous financial returns to firms, and has thus become a top concern for many businesses.
10 pages (2500 words) Essay
Serving Customers in Global Markets (Report)
This advert was chosen as the focus of this report because upon its release, the television campaign attracted a range of opinions and comments which either praised it for adopting a pure, realistic and simple approach to advertising or criticized it for promoting a superficial stance of beauty that is only based on the physical appearance of women rather than their personalities.
5 pages (1250 words) Essay
AN ANALYSIS OF THE PERSUASIVE TECHNIQUES USED IN DOVE REAL BEAUTY SKETCHES
This is because women think that they are less beautiful than they should be, therefore, they search for artificial beauty in the world. The company created the film while conducting a research that indicated that only 4 % of the women in the globe describe themselves as being beautiful (Dove, 2013).
6 pages (1500 words) Essay
Analysis of Doves Real Beauty Sketches campaign
This level of reach is a testament to the growth of online and social media marketing. Social media marketing through platforms such as Facebook, Twitter and YouTube empowers consumers by allowing them to share and comment on the marketing message. According to Tuten (2008), social media helps to impart a personality to brands which helps to differentiate a brand from others.
4 pages (1000 words) Essay
Doves Campaign for Real Beauty
This has produced very negative consequences. Today's concept of beauty has become a far cry to what it realistic and attainable. As such, many women have fallen victim to the cruel judgment of society only to blindly conform to this rigid criteria. As a result, many women all over the world have tried to use different methods such as makeup, beauty products, diets, and a wide assortment of procedures to remedy their beauty problems.
11 pages (2750 words) Essay
Media Campaign analysis
Hence, anti-smoking campaigns such as “Think. Don’t Smoke” available on SchoolTube (2009) online, should be accessed by all young people for information on why they should quit smoking. Thesis Statement: The purpose of this paper is to undertake a thoughtful reflection
3 pages (750 words) Essay
Campaign Analysis
The company has enhanced much confidence in their customers through campaigns that aimed at marketing their products and promoting interests that would bring more customers to market. The particular product associated with the campaign was the beauty soap, and the
6 pages (1500 words) Essay
Campaign Analysis
The final part of the paper provides an analysis and integration of cultural perspectives in the implementation of social change programs. This work analyzes the Millennium
6 pages (1500 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation