Dove Pro-Age Campaign

Topics: Advertising, Mass media, Marketing Pages: 4 (1266 words) Published: December 5, 2009
In a typical commercial about beauty products, you would only see slim, sexy, young models demonstrating a product and depicted as beautiful. The Dove Pro-Age Campaign is different and shocking to the eyes of US media that it was banned in the US because it showed too much skin. Or is it because of the American media thinking that it would affect the other beauty products being advertised since it didn’t portray the norm of the American beauty? That is what I think.

The product line of Dove Pro-Age is being advertised in the commercial. It is also advertising the product as an anti-aging product gearing towards the elder target market. The salient features are the nude women who are presented in the ad and the text “too old to be in an anti-aging ad” and the Dove Pro-Age product line towards the end of the commercial. The background is the plain stage set. The product is associated with the beauty line of products geared towards women who are around the age where they start worrying about the way they look. The product line name “Pro-Age” was developed to show that real beauty has no age limit and that women look beautiful no matter what age they are. That is why this commercial showed nude women in the latter stage of their lives showing their imperfections. These are imperfections to the American viewers as they watch the media, but to these women, it is beauty.

To me, this commercial symbolizes beauty at no age limit. This is like a new revolution to the media industry for the beauty product line. This ad didn’t fit into the FCC regulations to be aired on television since it is probably something that the media haven’t seen before on network television. Dove is targeting older women who do not feel beautiful about the way they look. Their target marketing is probably women of all ages; women who are thin, fat, old, wrinkly, etc. This commercial is trying to portray that whatever size and shape and age you are, you are still beautiful and you...
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