Dove Case Analysis
1. Imagine you have oversight of the Dove Campaign for Real Beauty. Are you comfortable with what is going on? Is this a brand that is out of control with its promotional messages?
Dove released its first advertising on 1957, in which Dove called its product as "cleaning cream" instead of soap. After that, Dove launched some advertising to emphasized on its functional feature. In 2000, Dove became a Masterbrand of Unilever. In other words, it had to establish a meaning for Dove that could apply to and extend over the entire stable of products. In order to stand for a point of view, "The Campaign for Real Beauty" began to process. Then campaign focus on the self-esteem and confidence instead of appearances, it still could be include into female field. Just from external to inner, So Dove is not out of control with its promotional message. In my opinion, I am comfortable with Dove’s campaign due to the following reasons. First, Dove more concerned about women’s feeling and inner spirit. When the advertising plays too many shots on the beauty of girls, sometimes, the values and aesthetic of the society will be influence. Women and teenager girls would pay more money and time to fit their body. Therefore, Dove’s advertising will not add this misleading. Second, Dove choose YouTube and Blog as the major platform, it is a wise and trendy choice. Internet plays more and more important role in the modern life, especially the raise of the social networking. In the future, Dove has more opportunities to attract public and ahead of other companies. Third, Dove always guarantees the quality of ads. Their advertising is not a simple product promotion, but some interesting story and conversation. The products of Dove even do not need to be photographed. The consumers will remember such high-quality ad and are willing to share with others. Moreover, Dove’s Real Beauty campaign built a buzz and was widely exposed. People actively...
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