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, .
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”.
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.
...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.
Since the early 2000s, Dove has invested millions of dollars into creating advertisements targeting women who lack the understanding of their everyday beauty. They have invested and partnered with Boys & Girls Club of America, Girls Scouts, and Girls Inc. in hopes of making a difference in society (Huffington) . Their goal is to empower women to understand that they are beautiful in their own individual way. That in order for females in society to find themselves attractive they must first find the beauty in themselves and gain confidence in themselves in order for the future generations to do so as well. In this article I will be arguing that Dove is making a positive difference in the female community with their advertisements. Advertisements
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
.... "The Beauty Industry Promotes Unrealistic Beauty Standards." Not Just a Pretty Face: The Ugly Side of the Beauty Industry. Gabriola Island, BC: New Society Publishers, 2007. Rpt. in The Culture of Beauty. Ed. Roman Espejo. Detroit: Greenhaven Press, 2010. Opposing Viewpoints. Opposing Viewpoints in Context. Web. 4 Mar. 2014.
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
Although the video is family friendly and graphically friendly as well, the campaign would have been an even more success by changing the video and lyrics to the song with less content of death. Instead of visualizing death, it could be improved by showing a character helping another character avoid accidents and death.
Behind the Hype: Dove’s Real Beauty Campaign”. Street Cents: Episode 2(2005).http://www.cbc.ca/streetcents/guide/2005/02/s07_01.html 8. http://www.ogilvy.co.uk/ogilvy-advertising/index.php/2008/11/05/dpve-campaign-for-real-beauty-takes-silver-prize-at-the-ipa-2008-effectiveness-awards/ 9. Image Courtesy : Google Images.
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.
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
In closing I would like to express how informing this video was on how children are conceived. It shows the audience what to expect and the changes that will occur and in what time frame. Children are miracles and this video proves it. There are many obstacles a woman must go thru to have a child. I think everyone should view this video as well as high school students. High school students who watch this would be more cautious about their actions and sexual behaviors, in my opinion.
In our current society, advertising is approached in different ways when trying to appeal to more of a male or female audience. Companies who use marketing and advertising for the end goal of selling products tend to aim their advertisements to the gender that is most likely to buy the products (Gender Matters). Unilever is a company that sells multiple brands and different types of product; however, two brands that they sell, dove and axe, take opposite approaches when it comes to advertising and this has been seen as a controversial issue with different portrayals of women (Said et al.). Dove has started the campaign that promotes real beauty and the main goal of this campaign is to help women all around the world realize their true 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).
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.