T. V Commercials

In modern society, advertisements are everywhere from T.V. commercials to billboard posters. They are used to draw attention to their brand and create a desire for their products. Dove Men+Care
The commercial begins with multiple clips of fathers and their children. None of the clips are longer than 3 seconds, yet they all contribute their part. In the first scene, a baby jumps into the pool with his dad, whose arms are out, ready to catch him. In the second, a baby says “dada” and sits in a high chair. In the third scene, a toddler screams, “Daddy” while on the toilet as his dad jogs to him. A little boy is stuck on the monkey bars and cries for his daddy, then his dad saves and kisses him in the fourth part. Then, a clip where a father

kisses his teenage son on the head plays, and the son mumbles, “Dad,” in a embarrassed tone. In the next part, a teary-eyed bride dances with her father and sniffs, “Dad,” in a happy tone. Right after, a daughter cries, “Dad,” then he hugs and comforts her. A son and daughter race through their living room to greet their father home from work and scream, “Daddy,” while another boy whines, “Dad,” as his father adjusts his halloween costume’s hat. In the next scene, a dad spins his son in his arms as the boy yells, “Daddy.” Then the ad projects the question, “What makes a man stronger?” A clip in which a toddler chases his dad around the playground plays, and then a father catches his son from jumping off the play structure. Next, a dad throws his daughter in the air and catches her, along with a clip where a father carries his toddler on his shoulders. After, the commercial reveals the text, “Showing that he cares.” At the end, Dove Men+Care displays their products, and a voice reads “Dove Men+Care. Care makes a man stronger.”
The target audience for this commercial is fathers between the ages 30 to 40.

By only utilizing dads and their children, the ad specifically targets fathers with kids. The characters appear to be middle-class due to their surroundings and clothing. A toddler and his dad swim in their backyard; however, the setting is casual because there is only a pool near the house’s back door and mismatched outdoor patio furniture present. This displays how the family has enough money to have a pool but do not have anything extravagant, such as a lavish water slide. The pool is close to the back door, which indicates that the backyard is not big. Also, they can afford to furnish their backyard; however, the ill-assorted furniture suggests they do not have that much in order to have a full matching patio set. In another clip, a father and his son are at the park, and the man wears a plain blue t-shirt, while the little boy wears a yellow graphic tee, baggy denim shorts with blue and yellow sandals. Their clothing signifies that they are average, middle class citizens because they do not dress in formal attire, such as button down polo shirts with slacks. T-shirts and denim are comfy and informal apparel. The audience values time with their children. Swimming and going to the park are both time consuming activities. When people swim for leisure, it is at for least thirty minutes, and when people visit the park, they also stay for at least an thirty minutes. Both dads in the video appreciate

their times and activities with their sons. The company assumes fathers love their children and will keep them from harm. The toddler prepares to jump into the pool and his dad has his arms out, ready to catch him. The little boy at the park is stuck on the monkey bars, but his dad comes to the rescue and then gives him a kiss. Both dads express they care about being with their sons and their safety. Also Dove Men+Care assumes they care about their personal hygiene since fathers tend to do outdoor activities with their children. Such actions result in sweating, and the company assumes fathers use deodorant to keep from smelling gross and sweaty.
This commercial is a populist ad.

It is geared towards middle class men because the ad’s characters are relatable to most of the general population. There are only two men shown that wear a suit and tie, and one is dressed for a wedding and the other just came home from work. Other than those two, the other men are dressed like casual everyday men. One man wears a Halloween costume, which looks like a cockroach. This expresses how the advertisers make the ad relatable to its audience because many average dads would dress up in a ridiculous costume if it makes their children happy. The advertisers include children into the commercial because Americans tend to adore babies and kids. They also include father and children relationships to demonstrate how dads care about their daughters and sons. The relationships are heartwarming because the children say Dad or Daddy in various tones. Some use questioning tones, scared tones, or excited tones. This helps provide the audience with a visual of how fathers and their children share a special bond. In the commercial, it’s clear they love each other and it makes Americans drawn to the ad because it leaves them with a warm, pleasant

feeling.
This ad commodifies that caring is the true measure of masculinity. Society associates masculinity with muscles, power, and wealth. The media portrays caring and sensitivity as feminine and a weakness for men. It also suggests that a man should be similar to a CEO of a successful company. That ideal man is important, along with rich and physically strong. This is how society portrays a man’s masculinity; however, most men do not fit that image. Dove Men+Care argues that a man’s character is what makes a man a man. Real strength comes from family, and a man’s role as a father makes him stronger. The ad contends that there is more to a real man than physical strength and power, and that care is an important part of masculinity.
The commercial is effectively constructed to sell its brand because it illustrates they cherish care as a strength.