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Dove body wash is a Unilever brand under personal care category. It is a packaged consumer good under the beauty classification. Dove Body wash caters for the generic female market since it is a beauty body wash. For the purpose of this case study, the focus will be on dove body wash for beauty (Egendorf, 2006). Dove body wash for women is sold in over 80 countries in the world. it is, however, produced in only 13 countries spread over six continents. this means that the company has to come up with the right advertising approach to gain presence in the countries where it does not have active production of the product.
Purpose of the advert
Unilever ltd, the owner of Dove brand, realized that there are issues that affect female demographic that stem from the advertising campaigns. In 2004, the company pointed out that most of the women grapple with self-acceptance and body image. The media is awash with falsified perceptions of the ideal beauty. Dove Body wash advertisement, which is part of Dove Campaign for Real Beauty, seeks to discount the stereotypes peddled by conventional adverts the campaign’s goal is portraying the benefits of the body wash as real. The advert portrays the body wash as a product that has attainable benefits among all the women regardless of how they look.
Adverts in the cosmetic industry use models whose looks are above the ordinary woman that eventually uses the advertised product (Blythe, 2006). As a result, the consumers of the product end up with a false an idea about the product. prolonged use of the cosmetic products advertised using the generic approaches is disappointing since the product in itself is incapable of changing the look of the consumer to match up with the model (Egendorf, 2006). The mismatch between expectations and outcomes leads to increasing dissatisfaction with the product hence the decline in sales.
Dove body wash is part of female product line that has positioned itself as a brand that can be used by all women regardless of their looks. The advertisement campaign works towards the creation of self-acceptance through propulsion of the ideal that beauty is relative and unique. Therefore, there is no need for a woman to work towards vane emulation of plastic beauty peddled by the majority of the advertisements in the cosmetic industry.
Dove Body wash advertisement Campaign not only focuses on the social aspects of beauty. On the contrary, it states the simple capabilities of the body wash without any form of exaggeration. The adverts also mirror the reliability of the Dove body wash for women body care. The adverts use real women as opposed to the models in order to indicate the real goal of the product, which is taking care of all the diversified needs of the women regardless of their looks or race. Because of this creativity, the company has been able to distance itself from the fallacies of beauty while attending to the real needs of the clientele (Blythe, 2006).
social media advertisements
The social media campaign for doe body wash is accommodating of the women regardless of their look. It is an extension of the mainstream media advertisements which seek to portray the women according to their real beauty.
Read also about the advertisement analysis on Bentley Motors
Major competitor for the product is Nivea, which is produced by German based company Bierersdof. Nivea body wash are sold using the Nivea name just as Dove body wash. Nivea body wash has become increasingly diversified to include the male products. However, the Nivea adverts have always been poised for the niche market made of the well to do people. Dove body wash is inclusive whereby; they seek to meet the needs of all the people. They are also diversified such that they cater for the different women needs (Egendorf, 2006). Both companies use the same media outlets to advertise their products. The companies advertise on billboards, mass and print media.
The main difference in the company’s adverts is the focus that they assume. Nivea body wash are advertised using the generic approach of models. The essence of Nivea adverts is to create the illusion among the women that they will end up with the looks similar to those of the models. The direct message in the Nivea adverts is how transformed the user will be after using the products being advertised (Pride & Ferrell, 2008). The subtle message in the adverts is that the women have to look like the models for them to be deemed as beautiful.
This perception is misleading since some of the qualities that the model have are inherent. There is nothing that the product adds to the inherent qualities (Kotler, 2000). On the other hand, Dove body wash is advertised using real women. The advertisement approach sends the message that one does not have to be a model or possess model-like qualities to be beautiful. As a result, most of the women are open to the idea of self-acceptance. Dove campaigns are based on truth without any unnecessary exaggerations.
Dove Body wash Campaign, which is part of Dove Campaign for Real Beauty, uses most of the conventional media outlets to publicize the idea. There are advertisements on the digital media such as the television and FM stations. Adverts for the campaign are designed to suit the target media. However, the modifications do not change the main message of appreciating the real beauty in the women. The billboards used for the campaign depict happy women from all the races. Promotion of the fund is by extension promotion of the brand.
Blythe, J. (2006). Marketing (1st ed.). London: SAGE Publications.
Egendorf, L. (2006). Advertising (1st ed.). Farmington Hills, MI: Greenhaven Press.
Kotler, P. (2000). Marketing management (1st ed.). Upper Saddle River, N.J.: Prentice Hall.
Pride, W., & Ferrell, O. (2008). Marketing (1st ed.). Boston: Houghton Mifflin Co.
Unilever is a company that was formed from the fusion of the Anglo and Dutch company. The company is focused in the creation of the products for the entire family with the company producing the wide variety of products to cater for the needs of the entire market. The company is focused on the development of the absolute quality that meets the needs of the entire market. It is focused on the development of the highest quality of products in order to cater for the consistence and satisfaction of all customers that frequent it (Millard, 2009).
The company is home to different brands of products that have been used for many years. Some of the brands that the company uses have come to be the household names and leader in the respective segments.
Dove product line is one of the product lines of the company. The company focuses on the creation of the right combination of the soap products that meet the needs of the people. The company has traditionally produced the Dove brand for the women population since the beauty products are more popular with the market segment comprised of the women. However, it has changed its plan from the focus on the women to the men products with the new crop of men that are concerned over the creation of the right image (Millard, 2009). The self-look conscious mane have become part of the entire campaign for the products (Millard, 2009).
The product line extension has not been able to meet the needs of the market. The women products are still the leading products in the entire stable under the entire company stable. Being able to come up with the new information concerning the market has been a different goal of the company. The company changed its marketing approach from the inclusion of the models in the marketing activities to the inclusion of the normal looking women in the entire campaign.
The foundation of the move has been the view that the entire marketing campaigns have been traditionally misleading to the women with the imposition of unrealistic expectation of the way they should or should not look. The silent message that the campaigns send is that the women are not good enough unless they are able to look like the models used in the campaigns. This is paradigm shift from the common applications to the extent whereby the entire foundation of the campaign is unrealistic.
The clamor to understand the real beauty of the person has led to the creation of the more acceptance of the products since it is seen as the honest brand that does not place unrealistic expiation on the women while expecting them to be of a different (Millard, 2009). The campaign is based on the belief that all the people are quall and the development of the beauty contrast is contingent. Therefore, the mainstream depiction of beauty is misleading and ought to be stopped.
The decision to change the depiction of the women used in marketing has led to bolstered confidence among women to believe that they can look the way they want and still beautiful. It is also an extension of the belief that the entire system has to be mad of more than the conventional approaches. Since the women are very conscious of their looks, the strategy has been deemed as different and more inspiring (Millard, 2009). The company has therefore; been capable of creating a rapport with the customer group owing to the belief that beauty is made of more.
The above foundation and previous campaigns of the company will inform the creation of the narrative of the campaign. The campaign will be comprised of the audio visual aids inciting the stories of the different people. The construct uses the different people to explain their lives. It uses the information of their lives and what they believed they were capable or incapable of to inform the campaign it also uses the information to refer to the different places that they were at before the campaign came in place (Millard, 2009).
The campaign will focus on the inclusion of the women that are not traditionally included in the conventional definition of beauty and rely on the information to determine the main construct of beauty to use. The campaign will include snippet views in the lives of the people involved in the creation comprised of the challenges and that the women undergo in their lives in order to conform. It will use both the elements of melancholy and humor to create the narrative. Only one humorous creation will be used while the rest will be mainly based on the real and sad life that the women lead on the daily basis.
In the humorous version of the advertisement, the focus will be on the creation of the real value of the image of the modern women. It will focus on the peeling back of the common facades of the women and replacing them with the levels of the real looks. It will use the generic image of a woman going into the bathroom and finding the tool of trade.
The tool of trade will be unmarked but they will include all the implements that women use in bid to look presentable to the world. It will indicate the power of transformation of the women. Hyperbole will be used to indicate the over use of the beauty enhancing products and their effects on the creation of the right image to the world. The pain and the struggle will also be exaggerated to create the humorous feeling of the women and their pains in the bid to look presentable to the external world (Eisner, 2008).
The other narratives will be large rely on the true life stories of the women when depicting the image of the modern woman and the struggle that she has in the pursuit of the common and acceptable look that is peddled by the beauty products adverts, mainstream media constructs of beauty and societal expectations. It will use instances when the women were rejected from the rest of the crown owing to their looks and the effects of the treatment on their emotional stability, self-belief and self-efficacy (Eisner, 2008).
It will be a representation of the real image of the women behind the brave faces. Minorities such as the dark skinned, obese, old, freckled and thin women will be used in the creation of a peak into the lives of the women after they are in their homes looking at their natural est. at the end of each narrative, there will be a caption indicating that the beauty is different and the real beauty lies the diversity.
Narrative tools that the adverts will use include point of view, viewpoint and deliberate exaggeration (Eisner, 2008). The point of view is a narrative technique that relies on the creation of the understanding from a different point. It states the third party perception of the subject and uses it to judge the subject and from opinion on the justification of the outcomes, that one receives.
This is the main technique that will be reviling in the designed campaign. For instance, the campaign will focus on the view points of the rest often society regarding the women and how the viewpoints have affected the outcomes of the rest of the women in the society (Rabiger, 2000). It will seek to compare the popular depiction of beauty with the real one and indicate that there is a wide divide between the expected construct of beauty and the real image of the beauty.
The second technique used in the campaign is the viewpoint. This is the side of the story according to the women. The advert series indicating that the women are different and that they have real issues that they deal with in their lives in a bid to form the right image in the public will also form the major part of the justification of the campaign. The campaign will focus on the creation of a deeper understanding of the women and what they undergo. It will also provide insight into the struggle of the women about the depiction of the beauty. The preferences of the women will also be brought into light.
The final technique uses is the appeal. The narration of the women’s ordeal in the pursuit of the more acceptance in the society will be able to resonate with the women and anyone that has been in position of powerlessness. The emotional appeal will also resonate with the women that have been living a life full of other people’s expectations and the common culture. It will also give impetus to the women that lead similar lives to come out and reinvent their definitions of beauty.
The actual depiction of beauty coupled with the representation of beauty in the mainstream media is a source of contradictions in the world. The creation of the right image of beauty among women is a toll order since the persistent plastic depiction of beauty have led to the pervasive appreciation of beauty constructs that are by large contradictory to the real beauty. Being able to create the real image of beauty will be the main goal of the marketing campaign for the Dove brand. The above campaign will use the lessons of storytelling to create the right image of beauty and expose the shortcomings of the conventional depiction
Eisner, W. (2008). Graphic storytelling and visual narrative. New York: W.W. Norton.
Millard, J. (2009). Performing Beauty: Dove's "Real Beauty" Campaign. Symbolic Interaction, 32(2), 146-168.
Rabiger, M. (2000). Developing story ideas. Boston: Focal Press.
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