Anti-Age vs. Pro-Age Dove’s commercial for their anti-age campaign known as the pro-age campaign opens with lively, free-spirited, if not sassy music. Shown are four different models. They are all striking in appearance and from different cultural and racial ethnicities. The women are all clearly over the age of fifty. The camera zooms in on a different angle of each model. These women first not looking at the camera turn to face it head on. With each final still photo of the model, play the words “too old to be in an anti-aging ad.” The words then appear on a blank white screen, in black font “but this isn 't an anti-aging ad”, again the screen goes white and the logo “this is pro-age” now in red font close to the same color as the product’s …show more content…
Dove offers up the idea that age does not define beauty. Often the media tells aging women to fight against the aging process, to cover up fine lines and wrinkles. Typically we see young models in most beauty advertisements. Here though we see women of age, seemingly celebrating their wrinkles and age spots. Women may feel empowered when they hear, “beauty has no age limit” in this campaign, as well as see women displaying their age with confidence. Using age-appropriate models in this piece may lead to the product being well received and purchased.
The models, looking straight into the camera, near eye- to- eye with the viewer, they pose discreetly and smile, warm and friendly. While not full or even partial frontal nudity is portrayed, the commercial advertisement did stir up controversy. Banned in the United States, the FCC ruled it was too racy or explicit. Once word spread of the banned status, many people did look up the advert, and it has been viewed over 2,602,441 times on YouTube as of March 16, 2015. This too may have been a tactic to increase the appeal and reach out across demographic
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This label is large font making it easy to read. The color of the bottles is geared to catch the eye of the consumer, though not only that, the dark red stands for power, passion, and love. Dove appears to be honest in their desire to show that all women have beauty. However, in selling products specifically made for aging skin, or to fight the age process, Dove fails in its approach at honesty and true beauty.
The ad seems to support the idea that older women are naturally beautiful; however, they are attempting to sell a product that will enhance this beauty. This seems to be contradictory to the message the advertisement portrays. While Dove produces a product that is geared towards treating aging skin and hair, the commercial clearly portrays that aging women are beautiful without any enhancements. The final shot in the commercial is a link to their website where consumers can go to learn more about Dove’s pro-age product line. Perhaps Dove intends to reach out to the intellect of the mature female audience. Dove does not feed into the preconceived idea that older people cannot navigate or utilize the internet. Dove relies heavily on this website to provide detailed information on the product line, and where it can be purchase. It can be surmised that they promote empowering women, young and aging
A certain value is put on commodities and services that in turn promote “consumption of products that encourages conformity to feminine beauty ideology”. (Johnston & Taylor, 2008) Media and advertising also immensely influences the way one looks at themselves and how much they compare their own beauty to the models on TV screens and in magazines. Through advertising, Dove promotes a movement to minimize institutionalized and structural gender inequality, and encourages the practise of self-care. Although its is makes great business sense, it is clear that their is a prioritization of commodity purchases above the overall message which creates brand loyalty. Dove shows mixed messages early on in their campaign as they are “telling women to buy creams, "slim" down, put on a bra and generally engage in… the "body project" (Essig, April 22, 2013) and “young girls started to worry far more about cellulite on their thighs than goodness in their hearts”.
The ad is 1:01 in length and features eight elderly men and seven elderly woman. The choice to use a relatively equal amount of men and women comes off well to the audience because there is no abundance of a single gender and it helps broaden the audience to both men and women. It also begins with an elderly man holding a picture of himself from what appears to be World War II which utilizes ethos due to the fact it builds a sense of trust because he served in the military and that makes him a more trustworthy person. The ad utilizes both ethos, pathos, and logos throughout the whole ad,
This is a stereotype, which has been engraved into heads of men, women, and children. By plastering the world with models who seem to have it the genetic jackpot, Dove set out to discredit this cultural cast created by our society. Body image, to some people, is the first part of a person they notice. A study conducted by Janowsky and Pruis compared body image between younger and older women. They found that although older women “may not feel the same societal pressure as younger women to be thin and beautiful…some feel that they need to make themselves look as young as possible” (225). Since women are being faced with pressure to conform in ways that seem almost impossible, Jeffers came to the conclusion “they should create advertising that challenges conventional stereotypes of beauty” (34) after conducting various interviews with feminist scholars. The stance of Figure 1’s model screams confident. She is a voluptuous, curvy and beautiful women standing nearly butt-naked in an ad, plastered on billboards across the globe. Ultimately, she is telling women and girls everywhere that if I can be confident in my body, so can you. Jessica Hopper reveals, “some feel that the ads still rely too heavily on using sex to sell” (1). However, I feel as if these are just criticisms from others who are bitter. With the model’s hands placed assertively placed on her hips, her smile lights up the whole ad. She completely breaks the stereotype that in order to
Women are also being advertised to in this commercial. Most women want the men in their life to look good. Old Spice is telling women who view the commercial that she can have a man with phenomenal hair if she buys its hair products. The men who can use this product are not limited to just husbands and boyfriends, but also sons and friends. Many girls may want to buy the advertised products for their best friend who just happens ...
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
In conclusion the ad shows its appeal to logos, pathos, and ethos by having a woman on it and having her state her opinion. By having the character state her opinion it will make people who see this ad think about the issue at hand. In addition to that the ad uses a simple but effective way to capture the audience’s attention. It captures attention by using a well-known character, a short but effecting statement, and a simple color scheme to draw attention. Doing so helps grab the reader and then further deliver the message of pro-choice and that it’s a woman’s choice to do with her body as she pleases.
you that you are ageing, and are in need of beauty products to achieve the ideal look. Teen dramas use the
3) Know your demographic: that is play to your gathering of people; gen X-ers were on top of the brains of the individuals who made the Dove ads; they planned to show off the more advanced in years ladies' figures to help Boomers feel less imperceptible in the media and prouder of their development (this is a great illustration).
In its place of following the outdated mantra of beauty- advertising campaigns that endorse an unachievable standard of attraction as the norm, Dove’s campaign has taken an concern that touches the lives of loads of young and old women: self-observation in the face of ads that don’t mirror the realism of women’s looks. Dove is saying that it’s all right to be ordinary, and that you’re not lesser-than for not being what certain advertisers reflect to be flawless. Dove’s hard work have been eye-opening for many (and profitable for Dov...
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 for the Real Beauty campaign.
Dove is a product that is not just known in the USA, but known all around the world. In one year alone Doves product sold 2.5 billion year in 80 different countries. Many women look to the dove product because they provide a wide range of cleansing and personal care products that make a genuine difference to the condition and feel of your skin and hair. Dove is also hitting the global perspective because their mean target is to provide real results for real women, there are all different kinds of women around the world and Dove has a marketing tool that relates to all of them.
The Old Spice Campaign that I chose is a one-sided message is the communications in which only positive attributes or benefits of a product or service are presented. The message in the ad is one-sided because it is only mentioning the positive aspects of the deodorant, it does not have any negative aspects on the ad. Old Spice advertisements always has a male presence, and it is usually a famous person. They usually have different types of male celebrities ranging from actors to athletes. Old Spice uses the humor appeal to get their message across to their target market. In their advertisements there is always something that stands out to appeal to the consumers. With this campaign it centers on the Old Spice Man answering questions from the viewers, and doing different activities, being different places and having costumes on. The ending of the commercial always has a surprise ending leaving the viewer astonished. The campaign appeals to the humor appeal because it uses humor, but not too much so that consumers can pay attention to the product that is being advertised. On the Old Spice YouTube channel for the commercial in the description box it says “We’re not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are sure insinuating it”, which is appealing to humor because you know that your man is not going to smell like it, but are suggesting that they would
The advert is for a new product called ‘WOMAN’ that they are adding to their line of fragrances. The first thing that is noticed about this advert is the colour. It is very contrasting with the black and white, and gives a big impact to the audience. The white usually signifies innocence but with the black background it’s suggesting hidden depths, like a wild side that you could have. The model’s look is very confident, like she can get
To end off, Doves goal towards women is to make them, see themselves as beautiful and confident individuals. Dove in my opinion definitely achieved their mission/goal. All these campaigns year after year definitely helped women expand their vision on real
The most recent ad to come out of the campaign is the “Dove Real Beauty Sketches” video. In the clip women are asked to describe what they look like to a forensic artist while he sketches them. A second sketch was done of the same women by having an acquaintance describe their features . Towards the end, the women are shown the two sketches side by side and in each case the self-described sketch was less attractive than the one where they were described by someone else. The video ended with “You are more beautiful then you think”. There are many things wrong with the video. First of all, the sample size does not match the population correctly. It mainly focuses on fairly young, white women who could be seen as traditionally attractive. In fact, out of the whole 6:36 minutes of the clip, people of colour were only shown for 10 seconds. Furthermore, the video only focuses on the beauty of the women. The ad actually promotes the importance of beauty. Instead of having the people judge each other on their exterior, they should be judging them on their personality. Having one sketch be portrayed as unattractive and the other as attractive was a bad ide...