In this essay, I talk about a very popular ad and how they target their audience and grow their revenue.

1. Dove Ad 1
Ad Analysis Essay
Ivania Rodriguez
Full Sail University

2. Dove Ad 2
An advertisement is the most popular way to get a product known to the world. It is also
a very popular way to send out important messages. Dove’s ad, “Beauty on Your Own Terms” is
a good example of how companies put out important messages in their ads. For example, they
have a variety of different women talking about how people have put them down because of the
way they look. But they also explain how they never let the negative comments get to them
because they love themselves and that's all that matters. It uses tactics that will help women feel
more empowered and confident. The ad by Dove targets women with the use of emotional
storytelling, up close camera angles and an easy to remember trendy campaign slogan to help
encourage women to stand up for their own beauty.
The ad includes different woman’s similar stories to show that every woman, no matter
their age or profession, has people who will bring them down because of the way they look. The
women’s stories are almost all the same, about how people have told them that they’re not good
enough to be able to pursue the career they are in right now or how they aren’t attractive enough
to be in their profession as well. For example, Bryon Lewis (2013) explains that including stories
in advertisements can really make a difference in somebody’s life because they may have been
told that specific message. According to Ana Gotter (2017), the two biggest things that you want
to focus on when including storytelling in advertising is the emotional impact it will bring and
relatability. It is important to have an emotional appeal in ads because it persuades the audience
to buy or use the service or product they’re advertising. (Rosenau, 2012) It is also important to
make sure that it’s relatable to the audience that they’re targeting in order for the audience to
remember what the ad is about. Including those main points can help in having their audience be
excited when they listen or watch their ad because they feel this positive connection with it.

3. Dove Ad 3
Another way the ad targets their audience is by using an up-close camera angle to capture
the “actors” emotion when they’re talking about the struggles they have been through. The up-
close camera angle is one that is not used in many ads unless the ad is being portrayed as
inspirational. As stated in the Skwirk Online Education (n.d.), up close shots enable the viewer to
understand the actors’ emotions and to feel empathy for them as well. For example, in the ad
they get the women's different face angles to show that they’re passionate about their profession
and that they love who they are and what they do. It makes the audience feel proud of them and
encourages the audience to want to be proud of themselves as well. This camera angle can help
to “set the mood” in the ad to allow viewers to get a better grasp of the emotional context that is
being shown. (Dan, n.d.) Making an emotional connection with the audience is a good way to
help ensure that their message will get across too many.
The last tactic that is used in this ad in order to obtain the audience's attention is the use
of a trendy and fun campaign slogan. Dove decides to use the hashtag
#BeautyOnYourOwnTerms because they know that it's easy to remember and it can trend on
multiple different social media networks for many to see. As Hemani (2012) stated, slogans can
help build relationships with clients and make them feel some kind of way every time they hear
it. They can also make the brand memorable and reliable. Slogans are really a thing that more
and more companies are starting to use in their ads because they know that most of their
audience is going to be the younger generation, since they’re always on social media and always
watching television, so they need to make sure that they stand out from the rest of their
competitors.
Dove’s ad portrays a lot of excellent tactics that companies should be using if they want
to create an emotional bond with their audience. Being able to include pathos, ethos or logos in

4. Dove Ad 4
an ad is important because it's the most successful way to get a larger audience that will take the
time to watch the ad instead of just skipping right through it. All Dove wants to their audience to
remember that other people's negative comments about you aren’t important and do not define
who you are as a person. The only opinion that should matter to you is your own opinion and it’s
important that everyone learns to love themselves.

5. Dove Ad 5
References
Dan. (n.d.). Camera Angles: Understanding the Power of Camera Placement. Retrieved from
https://www.videoeditingsage.com/camera-angles.html#anchor-name
Dove US. (2016, June 28). Beauty on your own terms #MyBeautyMySay. [Video file]. Retrieved
from https://www.youtube.com/watch?v=_XOa7zVqxA4
Gotter, A. (2017, August 22). Storytelling: The Key to Effective Advertising. Retrieved from
https://www.disruptiveadvertising.com/marketing/storytelling-advertising/
Hemani, K. (2012, March 26). Impact of Slogans on Branding. Retrieved from
https://www.socialmediatoday.com/content/impact-slogans-branding
Lewis, Bryon. (2013, September 2). Bryon Lewis on advertising: it’s always been about
storytelling. Retrieved from
http://web.b.ebscohost.com.oclc.fullsail.edu:81/ehost/detail/detail?vid=13&sid=f755d010-
c655-4e42-9d1b-e90b77b51d5e%40pdc-v-
sessmgr05&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=90136439&db=a9h
Rosenau, M. (2012, March 12). Pathos, logos, and ethos in advertising [Video file]. Retrieved
from https://www.youtube.com/watch?v=BpTb2RjbMn4
Skwirk Online Education. (n.d.). Camera shots, angles and movement, lighting, cinematography
and mise en scene. Retrieved from http://www.skwirk.com/p-c_s-54_u-251_t-647_c-
2411/camera-shots-angles-and-movement-lighting-cinematography-and-mise-en-

6. Dove Ad 6
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scene/skills-by-text-type-film/film-overview