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This document discusses targeting messages in ads for a Dove campaign. The original ad's message was about honesty, being the real you, and having the courage to express confidence. The target markets for the ad were females of all ages, ethnicities, incomes, and residences, aiming to reach all of general society except for men. The ad campaign from Dove was meant to be nondiscriminatory.

Technology Entertainment & Humor

Targeting Messages in Ads
Charvey Dejanakul
Kayla Spencer
Lauren Schwartz
Mickey Scott

Social Message
• Honesty, being the real you, being true to
yourself
• Courage, dove gives the boldness to express
confidence.

Target Markets
• Gender: Female
• Age: All ages
• Ethnicity: All
• Income: All
• Residence: All
• General society is targeted (excluding men)
• Dove is nondiscriminatory

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Dove ad

1. Targeting Messages in Ads Charvey Dejanakul Kayla Spencer Lauren Schwartz Mickey Scott

2. Original Ad

3. Dove; be the true you.

4. Social Message • Honesty, being the real you, being true to yourself • Courage, dove gives the boldness to express confidence.

5. Target Markets • Gender: Female • Age: All ages • Ethnicity: All • Income: All • Residence: All • General society is targeted (excluding men) • Dove is nondiscriminatory

Dove ad

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