Dove-Legacy Campaign Paper

Rankin’s photography is unique in a very particular way - he uses his art to question the definitions of beauty, sexuality, and to highlight issues surrounding talent and fame. This way of creating allows for more than just routine outputs, and instead focuses on innovation and creative results (Mitchell 2003, 18). His involvement in the Dove "Real Beauty" Campaign (www.doveselfesteemfund.com.au) where in 2003 Rankin photographed six women as models for Dove (all of whom were questionably "beautiful" in the cliché sense of the word), is a prime example of how he selects work that will allow him to obtain a creative product. These be-freckled, size 16 plus, wrinkled, grey haired and traditionally unattractive women were made glamorous through Rankin's camera lens (Independent 2006).

L’Oreal’s slogan “Because we are worth it” is the platform upon which the company’s entire marketing strategy is built. The purpose of the message is to create a sense on self worth and confidence among women. L’Oreal’s marketing content is based upon three pillars: education, empowerment and aspiration. In line with these three topics, how-to and do-it-yourself videos have been created informing consumers of various beauty tips. Videos focused on empowerment send the message of the brand’s strength and confidence rather than just focusing on cosmetics and beauty, leaving customers with positive outlook. Finally, aspirational videos are reflections of the company’s sponsorships with various award and fashion events, which infuse the brand with

The objective of this campaign was to get their customers to buy Dove over another brand but the claim was to prove that all women are uniquely beautiful in their own ways. So in other words, show the attractiveness but at the same time they showed how companies deceive their customers. The Dove Evolution Commercial starts off by showing an average looking woman with no makeup on and natural hair. Throughout the commercial, they fast forward, more and more people come and start doing the woman’s hair and makeup. After this appearance, they begin taking pictures and select one that meets their standard. But they’re not done yet, they take that picture and photo shop it. They change the size of her neck, face, and make her skin look smoother than ever. This shows how companies can use any image and change it into something totally different from the natural self. The product who is a gorgeous model appears nothing like the average woman they showed in the beginning of this commercial. This is called the compare and contrast method, a strategy Dove used the most to show the differences and similarities of something. They first show a natural woman and then after editing, they showed a completely fake person because it looks nothing like the original. Companies who do this deceive society just to gain their revenue but the sad thing is they don’t care

To get to know their audience, Dove begin a study about how women fell about their physical appearance. The conclusion was that women feel that physical attractiveness is very important to the society and that people expect from women of this generation to be more attractive that the women of the previous generation. After this study Dove collected the statistics of 3.200 women, from 18 to 64 years old, from

In an environment plagued by incessant consumerism and perpetual egocentrism, one can easily begin to feel disconnected from other members of society. It is becoming exceedingly difficult to have truly meaningful relationships with anyone by cause of the cold, systematic, and covetous fashion in which our world is governed. Due to the lack of feeling a common unity, many families become disjointed and dysfunctional. There is, however, a way in which people can once again sense profound interconnectedness. Through distinct and intimate experiences with others, an individual’s sense of societal separation is replaced with an intense perception of harmony. A film that perfectly encapsulates this phenomenon is the Academy Award-winning comedy, Little Miss Sunshine (Jonathan Dayton, Valerie Faris, 2006). The film tells the story of an idiosyncratic family which travels across the country in order get Olive (Abigail Breslin), an aspiring beauty queen, to the Little Miss Sunshine pageant. Through a series of conflicts, the family undergoes many transformative and significant experiences. As a result, important messages can be discerned from the film. Little Miss Sunshine follows Hollywood’s typical three-act structure of set-up, confrontation, and resolution in order to develop the notion that direct, human experiences lead to the

The dove beauty campaigns are again a perfect example of this, as they depict a digitally altered photo of a woman being presented on a billboard (Tpiper). Depicting a remarkable transformation of an ordinary woman, this video shows a billboard model being produced through means of excessive makeup and hair styling in conjunction with digital editing after the photo was taken. This woman is not natural. She has pounds of makeup on her face, as well as photoshopped touchups, and yet she is perceived by the public as the standard of beauty. Nobody is able to compare with such a carefully sculpted face, and therefore this establishes unrealistic expectations

Moreover, as Richins (1991) reports, women always make social comparisons between the advertising models and themselves. As a result, advertising images create negative affect and increases women’s dissatisfaction with their own appearance. Since those images are edited through the consistent usage of digital technology, these idealized images do not portray women in a healthy manner. Indeed, these enhanced images would give these young girls the impression that they need to be ‘perfect’, just like these ‘fake’ images. According to Reist in ABC’s Gruen Session (2010), ‘young women get the message that they need to be thin, hot and sexy just to be acceptable’ in this society. Therefore, by generating the wrong perception of real beauty, the responsibility is pushed to the marketers, as they portray women with this stereotypical body type as acceptable. In addition, as the brand, Dove’s tagline in its advertisement - What happened to the ‘real beauty’? (Reist, 2010), marketers need not market their products in manners portraying women as airheads. Consequently, marketers gave most consumers viewing the advertisement, the wrong impression that

Disease prevention should be the center thoughts to everyone and more specifically the healthcare providers. The nurses and the nurse practitioners should promote a preventive measure to all patients that they have seen on a daily basis. We as NPs should be proactive in promoting health care promotions in the community that we are living. “Increasing the focus on prevention in our communities will help improve America's health, quality of life and prosperity” (Centers for Disease Control and Prevention, 2014, 2). Promoting health care promotion requires some sort of good strategic to attend many people possible. One of the best ways the healthcare professionals can promote their patients how to prevent themselves from certain types of disease

While not having an official slogan, the deodorant brand, AXE, aimed for men, has implemented the idea that if one were to use an AXE product all over themselves, the sex crazed females will follow. This ideology is displayed through their numerous advertisements occupying billboards and television time slots. One of their ad’s in particular feature a man pouring the promoted AXE shower gel all over himself, reflected with a slender woman smearing whip cream over her chest to suggest promiscuity. Conversely, the toiletry brand, Dove, has launched their Dove Self-Esteem Project which aims to influence awareness surrounding women 's self-esteem and the confidence needed to reach their full potential. A great portion of Dove’s running commercials encourage body positivity in woman of all sizes. More specifically, many of their ads aim to discredit the stereotypes women

In the article, ‘“Empowering” my Ass” (2017), Gaby Del Valle asserts her opinions on the issue of women-centered advertising. She views the concept of “empowertising”, as coined by Andi Zeisler, as just another scheme companies have implemented to make more money. Del Valle forwardly states: “The messaging has changed, but the purpose remains the same: Companies want you to buy their shit, and they’re happy to trick you into thinking consumerism is a form of self-expression to do so.” She provides examples of companies and aspiring brands who have recently begun integrating the concept of women empowerment into their advertising techniques. Brands such as Dove, Blink Fitness, Nike, and Aerie have all benefitted from spotlighting the idea

Beauty is an ideal that materializes in all different types of women. This notion is one that a majority of women across the world learn to strive for. They fill their lives with daily routines that maintain an image as close to perfection as they can. Exercising, putting on accessories, picking their outfit of the day and attempting to apply varying amounts makeup for an effortless look is a lifestyle common to many womem. Despite these notions, CoverGirl promotes a message that one’s own look is not as strenuous as countless women believe it to be and that applying makeup every day does not imply that women are required to create masks or layers of fake skin to feel beautiful. Makeup should simply be an aid for women who need that extra boost of confidence for the day. CoverGirl proves this to their loyal customers through their “Easy, Breezy, Beautiful, CoverGirl” campaign. This slogan explains their goal; it highlights the importance of natural beauty and embodies the idea of simply enhancing that beauty with just a touch of their makeup. Advertisements can deceive with the words that they say and the images they show, but there are always stronger factors that overcome the hidden assumptions in every advertisement. In the end, the audience is persuaded to seek the product and the goal of the advertisement has been achieved. CoverGirl uses the appeals of ethos and pathos in their advertisement to promote a claim that all women have a natural glow and beauty that can be

The short film entitled “The Most Beautiful Thing” is about a smart and lonely boy in high school who falls for a girl who is also lonely and has special needs. This film came out in 2012 and Cameron Covell is the director, writer, and producer of the film. It is only about 11 minutes long, but it conveys a very powerful message about love. This short film is a great movie to watch because many people can relate to the struggles of the boy (Brandon), it is amazing to see who he falls in love with (Emily) and how she changes his world, and the courage displayed by both Brandon and Emily at the end of the film is astounding and encouraging.

Dove was developed in the United States as a non-irritating skin cleaner for pre-treatment use on burns and wounds during World War II. In 1957, Dove bar reformulated as a beauty soap bar. In 1970s, the company launched promotional campaign for shop’s mildness as found in the study that Dove to be milder than 17 leading bar soaps. Through the years, Dove has expanded its product line to body wash, facial cleansers, moisturizers, deodorants and hair care products. In 2005, Unilever’s Dove product line revenue reached $3 billion. However, even though these events make Dove appear as a flawless brand, both Dove’s sales and market share were dwindling and the competition remains on the rise. Thus, under the management of

Dove had developed self-confidence work shops for women and girls, which are in line with its objective of maintaining the “Real Beauty” image. Using women from different ethnic background is also a good strategy for Dove to continue. This strategy welcomes international women differences and Dunleavy’s team gained a competitive advantage by using women of all shapes, sizes and color.

Promotions in the marketing mix of Dove: Dove has strong brand awareness in the consumer market because of Dove’s branding and advertising. Marketing policies are the reason why Dove gets success. Campaigns and advertisement improve the brand image and build a positive impact on consumers’ minds (Bhasin, 2016). Dove’s advertisements are aired on various channels of television and radio. Dove has advertisements in newspaper, magazine, and billboards as well. Dove used an unusual promotional strategy for the products. Dove decided to use the ordinary women who look extraordinary after using Dove products in the advertisement rather than celebrity. Dove created a good customer base with the “Real Beauty” that the context about confidence in the advertisement (Bhasin, 2016).