Content Analysis of the Dove RealBeauty Campaign Alicia Stephens
Introduction• The Dove ad campaign draws attention to Dove products by only using “real” people in their ads and not size 0 models.• I wanted to see if this approach to advertising was affective.• This is an important topic because it will show how the media and communication affect society and our views on beauty.
• Women in the Dove ad campaign have credibility because they are portrayed as “real” women, just like you.• These women also put viewers in a certain state of mind in which they feel like Dove is a good brand for embracing beauty in all shapes, colors and sizes.• Since it appears that “real” people use and like these products, they must work.
Review• Dove’s Real Beauty campaign seems like it would be an affective way to advertise, but is it just another way to trick people into buying their products?• I want to know if the people in the ads really are just everyday people, if consumers were affected positively by this campaign and whether or not it helped the sales of the company’s products.
Expectations Method• I expect that I will see • I will be doing a content that Dove’s sales have analysis on research and gone up. statistics about the Dove campaign.• I also expect to see positive feedback because Dove embraces • Through research, I hope what people already have to find how these women instead of making them were found for the ads feel bad for what they and whether or not the don’t. ads were successful.
Some Facts• 81% of women in the U.S. agree strongly that “media and advertising set an unrealistic standard of beauty that most women can’t ever achieve.”• 5% of all women could comfortably describe themselves as “pretty,” and just 9% could comfortably describe themselves as “attractive.”• 90% of all women 15-64 worldwide want to change at least one aspect of their physical appearance (with body weight ranking the highest).
Results• The women in Dove’s ad campaign are in fact all real women. They vary from teachers, manicurist, social workers and even women who were approached by a talent scout while simply taking out their trash.• All of these women were paid for their time.
Results• Dove sales for the products featured in the ads increased 600 percent in the first two months of the campaign.• During the first year of the campaign (2004), the company achieved $1 billion in global sales due to the campaign vastly exceeding company expectations.• Dove also won many awards for their campaign.
Conclusion• In conclusion, Dove’s Real Beauty campaign has not only been successful in terms of sales but has also been a positive influence on girls and women by making them feel good about themselves no matter what they look like.
Conclusion• Dove’s Ad Makeover campaign: http://www.youtube.com/watch?v=818if1bkCd o• Dove’s campaign has also inspired other companies like Nike to focus on what might be thought of as “flaws” in their advertising as well.
Citations• "Dove ads with real women get attention." . 2012. NBC NEWS. 05 12. 2012 <http://www.msnbc.msn.com/id/8757597/ns/business- us_business/t/dove-ads-real-women-get- attention/#.UMZ1SmA3E4R>.• Melinda Brodbeck and Erin Evans. "Dove Campaign for Real Beauty Case Study." Public Relations Problems and Cases. 05 05. 2007. . 04 12. 2012 <http://psucomm473.blogspot.com/2007/03/dove-campaign-for- real-beauty-case.html>.• merryjwhitney. "Dove’s Campaign for Real Beauty Ignites Imaginations & Sales." . 08 09. 2009. Living the Path. 05 12. 2012 <http://community.pathoftheblueeye.com/wiki/dove’s-campaign- real-beauty-ignites-imaginations-sales>.• "Dove The Ad Makeover Campaign Targets Negative Advertising ." . 24 04. 2012. The Huffington Post. 05 12. 2012 <http://www.huffingtonpost.com/2012/04/23/dove-the-ad- makeover_n_1446250.html#s801040&title=Sarah_Palin_pour>.