Anti-Age vs. Pro-Age Dove’s commercial for their anti-age campaign known as the pro-age campaign opens with lively, free-spirited, if not sassy music. Shown are four different models. They are all striking in appearance and from different cultural and racial ethnicities. The women are all clearly over the age of fifty. The camera zooms in on a different angle of each model. These women first not looking at the camera turn to face it head on. With each final still photo of the model, play the words “too old to be in an anti-aging ad.” The words then appear on a blank white screen, in black font “but this isn 't an anti-aging ad”, again the screen goes white and the logo “this is pro-age” now in red font close to the same color as the product’s …show more content…
Dove offers up the idea that age does not define beauty. Often the media tells aging women to fight against the aging process, to cover up fine lines and wrinkles. Typically we see young models in most beauty advertisements. Here though we see women of age, seemingly celebrating their wrinkles and age spots. Women may feel empowered when they hear, “beauty has no age limit” in this campaign, as well as see women displaying their age with confidence. Using age-appropriate models in this piece may lead to the product being well received and purchased. The models, looking straight into the camera, near eye- to- eye with the viewer, they pose discreetly and smile, warm and friendly. While not full or even partial frontal nudity is portrayed, the commercial advertisement did stir up controversy. Banned in the United States, the FCC ruled it was too racy or explicit. Once word spread of the banned status, many people did look up the advert, and it has been viewed over 2,602,441 times on YouTube as of March 16, 2015. This too may have been a tactic to increase the appeal and reach out across demographic …show more content…
This label is large font making it easy to read. The color of the bottles is geared to catch the eye of the consumer, though not only that, the dark red stands for power, passion, and love. Dove appears to be honest in their desire to show that all women have beauty. However, in selling products specifically made for aging skin, or to fight the age process, Dove fails in its approach at honesty and true beauty. The ad seems to support the idea that older women are naturally beautiful; however, they are attempting to sell a product that will enhance this beauty. This seems to be contradictory to the message the advertisement portrays. While Dove produces a product that is geared towards treating aging skin and hair, the commercial clearly portrays that aging women are beautiful without any enhancements. The final shot in the commercial is a link to their website where consumers can go to learn more about Dove’s pro-age product line. Perhaps Dove intends to reach out to the intellect of the mature female audience. Dove does not feed into the preconceived idea that older people cannot navigate or utilize the internet. Dove relies heavily on this website to provide detailed information on the product line, and where it can be purchase. It can be surmised that they promote empowering women, young and aging
A certain value is put on commodities and services that in turn promote “consumption of products that encourages conformity to feminine beauty ideology”. (Johnston & Taylor, 2008) Media and advertising also immensely influences the way one looks at themselves and how much they compare their own beauty to the models on TV screens and in magazines. Through advertising, Dove promotes a movement to minimize institutionalized and structural gender inequality, and encourages the practise of self-care. Although its is makes great business sense, it is clear that their is a prioritization of commodity purchases above the overall message which creates brand loyalty. Dove shows mixed messages early on in their campaign as they are “telling women to buy creams, "slim" down, put on a bra and generally engage in… the "body project" (Essig, April 22, 2013) and “young girls started to worry far more about cellulite on their thighs than goodness in their hearts”.
Dove addressed a prominent issue in young girls’ lives today by their use of kairos. Through ethos, Dove develops a strong ethical appeal to their audience. The commercial would not be impactful without the use of pathos to appeal to the audience's emotion. The use of logos gives an argument and a solution to the self-esteem issue. Although the Dove Self-Esteem Project commercial does have native advertising that sells their product indirectly and commits many fallacies, the ethical and emotional appeal in the commercial makes the project not only relatable, but
The target market would be women who require the essential night cream in order to stay looking young. In today 's world women crave the idea of looking young for a longer period of time. The idea of this ad is for women to see a beautiful woman with amazing looking skin and aspire to look like her. The Aveeno Active Naturals ad recognizes different aged women who want to stay looking younger longer. The use of a beautiful woman in the ad helps to convince women that this product will help them stay looking young.
The target audience is both males and females in their late teens to mid twenties. This company gets the male side of the equation by getting their attention and interest drawn to the attractive woman on the right with bright colors drawing your attention there as well as the bottle of whiskey which is right in the middle of the page. Then what gets these peoples attention to stay there is the fact they have an incredibly good looking female who is posing in next to nothing. Then a way that they try and get the females to look at the advertisement and read it is by showing a very plain girl who seems to be very typical of girls during their younger years. Then beside they show the same girl who now has become a women who is very attractive and just seems so much more powerful and sure of herself. One way that you can achieve that is if you drink Evan Williams Kentucky straight bourbon whiskey.
Women are also being advertised to in this commercial. Most women want the men in their life to look good. Old Spice is telling women who view the commercial that she can have a man with phenomenal hair if she buys its hair products. The men who can use this product are not limited to just husbands and boyfriends, but also sons and friends. Many girls may want to buy the advertised products for their best friend who just happens ...
The bold print also indicates for the woman to remove her clothes, or for the viewer to do so. Everything is very clean, clear, and appealing to the eye. There is a highlight around the woman’s body leaving her look like she’s glowing. The weight scale is indicating that the woman has lost weight and she is shocked by how much she weighs now. The company displays this petite woman which advertises, if you drink their product then the consumers can look like her. This add is posing as a sex symbol for men and is showing younger women that they should look like this woman in the ad. This ad is also indicating that only ‘sexy’ and ‘healthy’ woman can produce healthier milk.
you that you are ageing, and are in need of beauty products to achieve the ideal look. Teen dramas use the
In conclusion the ad shows its appeal to logos, pathos, and ethos by having a woman on it and having her state her opinion. By having the character state her opinion it will make people who see this ad think about the issue at hand. In addition to that the ad uses a simple but effective way to capture the audience’s attention. It captures attention by using a well-known character, a short but effecting statement, and a simple color scheme to draw attention. Doing so helps grab the reader and then further deliver the message of pro-choice and that it’s a woman’s choice to do with her body as she pleases.
The Old Spice Campaign that I chose is a one-sided message is the communications in which only positive attributes or benefits of a product or service are presented. The message in the ad is one-sided because it is only mentioning the positive aspects of the deodorant, it does not have any negative aspects on the ad. Old Spice advertisements always has a male presence, and it is usually a famous person. They usually have different types of male celebrities ranging from actors to athletes. Old Spice uses the humor appeal to get their message across to their target market. In their advertisements there is always something that stands out to appeal to the consumers. With this campaign it centers on the Old Spice Man answering questions from the viewers, and doing different activities, being different places and having costumes on. The ending of the commercial always has a surprise ending leaving the viewer astonished. The campaign appeals to the humor appeal because it uses humor, but not too much so that consumers can pay attention to the product that is being advertised. On the Old Spice YouTube channel for the commercial in the description box it says “We’re not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are sure insinuating it”, which is appealing to humor because you know that your man is not going to smell like it, but are suggesting that they would
In its place of following the outdated mantra of beauty- advertising campaigns that endorse an unachievable standard of attraction as the norm, Dove’s campaign has taken an concern that touches the lives of loads of young and old women: self-observation in the face of ads that don’t mirror the realism of women’s looks. Dove is saying that it’s all right to be ordinary, and that you’re not lesser-than for not being what certain advertisers reflect to be flawless. Dove’s hard work have been eye-opening for many (and profitable for Dov...
3) Know your demographic: that is play to your gathering of people; gen X-ers were on top of the brains of the individuals who made the Dove ads; they planned to show off the more advanced in years ladies' figures to help Boomers feel less imperceptible in the media and prouder of their development (this is a great illustration).
The advert is for a new product called ‘WOMAN’ that they are adding to their line of fragrances. The first thing that is noticed about this advert is the colour. It is very contrasting with the black and white, and gives a big impact to the audience. The white usually signifies innocence but with the black background it’s suggesting hidden depths, like a wild side that you could have. The model’s look is very confident, like she can get
Dove is a product that is not just known in the USA, but known all around the world. In one year alone Doves product sold 2.5 billion year in 80 different countries. Many women look to the dove product because they provide a wide range of cleansing and personal care products that make a genuine difference to the condition and feel of your skin and hair. Dove is also hitting the global perspective because their mean target is to provide real results for real women, there are all different kinds of women around the world and Dove has a marketing tool that relates to all of them.
The media has increasingly portrayed unrealistic views of women in the media. Whether it be on billboards or in commercials, it is almost always the same image; a beautiful woman with an amazing body and no visible flaws. In 2004, Dove challenged those advertisements and came up with the Dove Campaign for Real Beauty. It is a world-wide marketing campaign with the goal of banishing the conventional standard of beauty, and defining what ‘real beauty’ is. Despite having good intentions, I believe Dove’s real purpose is to simply broaden the definition of real beauty while making a profit.
To end off, Doves goal towards women is to make them, see themselves as beautiful and confident individuals. Dove in my opinion definitely achieved their mission/goal. All these campaigns year after year definitely helped women expand their vision on real