2.4 Role of Media Relations
Dove’s Real Beauty Sketches video was produced by Ogilvy & Mather Brazil (Think with Google 2013). The campaign has created a sensation by going viral and reaching millions of viewers. The goal of this campaign was identified as to prove women that they are more beautiful than they think. The campaign went popular because Dove planned a careful media planning that triggers the role of media relations.
Firstly, the video was uploaded to the YouTube channel, Dove United States. People from all over the world can watch it. Dove makes sure that their message reaches as many people as possible, no matter of their language, ethnicity, or country. That is one of the reasons of the campaign’s success.
The video also available on TrueView. From TrueView, Dove can reach a better engaged audience because the audience can choose to watch the video or not. The campaign has the coverage on Google+Hangout as well.
Dove also ensures that this campaign has the media placement on Channel 7 Morning Show in Australia, Today Show, Mashable, and The Huffington Post (Stampler 2013). The campaign has gained more than 4.6 billion public relations and blogger impressions.
2.5 Analysis of the Tactics Used and Its Suitability
Dove’s Real Beauty Sketches campaign uses this tactic of broadcasting their campaign via media channels such as “YouTube”. The description of the video stated that women are their own worst beauty critics. Only 4% of women globally consider themselves beautiful (Florindi & Bright 2013). In the 3-minute video, what can be observed is that a few women were asked to describe their facial features as they were being sketched by a professional FBI-trained forensic artist, Gil Zamora without...
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...eal Beauty Sketches, New Jersey, viewed 19th April 2014, .
Stampler, L 2013, ‘Why People Hate Dove's 'Real Beauty Sketches' Video’, Business Insider, 22nd April, viewed 19th April 2014, < http://www.businessinsider.com/why-people-hate-doves-real-beauty-ad-2013-4?IR=T&>.
Dove 2014, The Dove® Campaign for Real Beauty, New Jersey, viewed 3rd May 2014, .
Think with Google 2013, Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube, California, viewed 2nd May 2014, .
Unilever 2014, Dove Proves that Beauty is the State of Mind, New Jersey, viewed 17th April 2014, .
After watching the movie, Miss Representation, I have decided to use Dove’s new Real Beauty Campaign. I believe this company accurately counteracts the emotions and anxieties facing our female population in this generation by confronting them. I believe they antagonize what every other company chooses to exploit in order for their consumers to buy their products. Using the vocabulary provided in our textbook, I will define pathos and ethos along with their sub terms to analyze the advertisement. With so many advertisements and companies influencing women of our society to conform to a mold, Dove is sending a different message. After describing the ad, I will then use the rhetorical tools I have chosen to analyze and explain them.
Man is a social product." Additionally, society is our comprehensive understanding of the reality that confronts us, externalization is the physical and mental outpouring of human beings into the world, and objectivation is the process by which the externalized products of human activity attain the product through internalization (Berger and Luckman 1967:61). This perception of beauty that everyone in America consumes either voluntarily or forcefully is described by many different definitions with common aspects. Jennifer Milland of Dove's Real Beauty Campaign categorizes beauty by: long, shiny hair; clear, soft skin; cosmetics; thin body; straight, white teeth; and trendy clothes." In the documentary "Good Hair", African American's describe the socially constructed image of 'good hair' as: white hair; the lighter, the brighter, the better; straight, flowy, and 'relaxed' (Rock 2009). Because of this, they face the pressure of measuring up to an impossible standard. In an effort to artificially display their commitment to this standard, they have formed a multi-billion dollar industry that relies on India's biggest export of hair to blend in with the white
In the Dove Real Beauty Sketches commercial, the Forensic Artist interviewed different women to do their sketches and it captivates women as an acceptable target audience for this advertisement. Women be more concerned about their appearance than men does and sometimes women also worry about how society view them in public. For example, at first the women in the video was unsatisfied
Unfortunately, a lot of females fall into those traps and do not consider themselves beautiful unless they’re a certain weight or have their skin a certain way. Nobody embraces their bodies and their looks besides those that society gives you a perception of something that doesn’t exist to be “perfection”. And in the Dove commercial which I used in my presentation to state the image society has given women shows the wonder of photoshop. It showed how an average woman was changed into someone with a skinnier neck, perfect hair, and flawless skin all with the magic of technology. And by using real life human models it given women the perception that if they look like that then I can
Dove addressed a prominent issue in young girls’ lives today by their use of kairos. Through ethos, Dove develops a strong ethical appeal to their audience. The commercial would not be impactful without the use of pathos to appeal to the audience's emotion. The use of logos gives an argument and a solution to the self-esteem issue. Although the Dove Self-Esteem Project commercial does have native advertising that sells their product indirectly and commits many fallacies, the ethical and emotional appeal in the commercial makes the project not only relatable, but
...ization of the Thin Ideal, And Perceptions of Attractiveness and Thinness in Dove's Campaign For Real Beauty." International Journal of Advertising 29.4 (2010): 643-668. Business Source Premier. Web. 14 Feb. 2014.
When asked what beauty is, most women will point to a magazine cover at a size two model — a small waist, long legs, and flawless skin. Dove has attempted to change this perspective with their “Campaign for Real Beauty”. Launched in 2004, this campaign is comprised by a series of advertisements such as commercials, short-films, billboards, and many more. Dove appeals to women’s pathos in order to market to women of all ages. The company’s strong ethos allows women to feel comfortable and believe that they are truly beautiful. A majority of the campaign is aimed at young adults but also includes women fifty years and older. The creative directors Janet Kestin and Nancy Vonk strive to remind women that they are responsible for setting their own
Dove started the campaign “ Real Beauty” in 2004 . The campaign’s objective was to change the women’s perception for their definition of beauty. The Dove Real beauty campaign is a marketing campaign established in order to widen the definition of beauty as well as provoke discussion on what our society deems beautiful.” The campaign consists of 4 stages of advertising. The first phase placed initial advertisements that focus on featuring women of all ethnic groups and shapes . The second phase uses commercial advertising on television it targets young women . The third phase uses print advertisement that targets older women on the 50+ age range. The last, phase of the campaign is a video that has been trending on social media across the world. In 2004, Dove employed researchers to conduct a survey in order to study how much women are satisfied with their own beauty . As a result 2% of women that where interviewed in the 10 countries chose the word beautiful to describe themselves, and very few chose the word gorgeous and sexy ” (Ercoff,2010). The Dove Campaign for Real Beauty was created soon after with the hope of raising that 2%statistic.
The Dove® Campaign for Real Beauty. (n.d.). The Dove® Campaign for Real Beauty. Retrieved April 25, 2014, from http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx
Falcione, Olivia and Laura Henderson. “The Dove Campaign for Real Beauty: Case Study” 3/5/2007. Accessed 29/4/2014. http://psucomm473.blogspot.com/2007/03/dove-campaign-for-real-beauty-case.html
The media has increasingly portrayed unrealistic views of women in the media. Whether it be on billboards or in commercials, it is almost always the same image; a beautiful woman with an amazing body and no visible flaws. In 2004, Dove challenged those advertisements and came up with the Dove Campaign for Real Beauty. It is a world-wide marketing campaign with the goal of banishing the conventional standard of beauty, and defining what ‘real beauty’ is. Despite having good intentions, I believe Dove’s real purpose is to simply broaden the definition of real beauty while making a profit.
Today, vast product selections require marketers to identify and understand their target market, and to ensure their message is specifically directed to, and clearly received by their target market. In Dove’s example, early marketing strategies targeted all woman who needed an alternative to harsh soaps. However, as soaps progressively became less harsh, the Dove brand required more strategic positioning in the minds of their consumer. When speaking to Dove’s re-positioning efforts, Flagg (2013), points out that while similar products associate brand image with slender, stereotypical models, Dove’s “2004 campaign for Real Beauty” (p.1) specifically targeted ordinary women, celebrating women’s diverse body shapes, and the importance of every woman feeling good about herself (p.1). With ever increasing product offerings entering the marketplace, marketers must clearly communicate to their target group why their product is right for them, as compared to other
Surveys showed women in general lacked confidence in their appearance and would not describe themselves as beautiful or attractive. For example, Exhibit 4, "The Real Truth About Real Beauty: A Global Report” shows that 44% of women in the United States in 2004 “do not feel comfortable describing [themselves] as beautiful”. Marketing the idea that women in their natural forms are indeed beautiful and should be accepted by society was the premise of the whole campaign. This idea was a effective because it identified the consumer’s feeling and attitudes towards beauty and responded to it. Instead of having to market different products, Dove’s motion to challenge society’s views on what defines beauty was indeed a successful maneuver to bring millions of consumers to identify more closely with the brand. It also was a marketing campaign that had a very different message from other beauty products at the time, which made Dove stand
[This] phase of the campaign was created to debunk the stereotype that only thin is beautiful” (“The Dove® campaign for real beauty”, n.d.). This part of the campaign was monumental because “all women in the ad are real.” (Fielding et al., 2008). Because the concept of real women was implemented, women were able to relate their own self-identity, flaws and overall body image to the women on the advertisements. The use of “real people” in Dove’s campaign helps people realize that average citizens can still be as beautiful as the people that are consistently portrayed in the usual advertisements. These real people offer a connection to an individual’s everyday body issue struggles and allows Dove’s audience to recognize the fact that beauty should not be limited to western societies view. Ultimately, this section of the campaign allows viewers to make personal connections to the models in the advertisements which furthers Dove’s intentions of the Real Beauty
...ibillion dollar industry of beauty. She argues that “Scientific studies have proven that human beings are hard-wired to respond more positively to beautiful people”. She also cites a recent report published by the University of Bristol which states Neanderthals wore “makeup” as long as 50,000 years ago, all in hopes of attracting a mate with the chance for successful breeding (Zilhao 2009).