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…
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. ...
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