More handpicked essays just for you.
The relationship between marketing strategies, branding and loyalty
Globalization and marketing strategy
Customer loyalty and relationships
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Unilever’s Dove is part of the consumer goods company’s many brands which have historically lacked global identity amongst its many products. The lack of global identity resulted in issues such as diverse marketing standards, varied product development, and lack of brand recognition by consumers worldwide. Unilever’s solution to this problem was to group similar product lines under a few recognizable umbrella corporations. This initiative gave birth to the one of the most controversial marketing strategies in the history of business. Dove was founded post World War II era with its first product known as the “beauty bar.” The beauty bar was different from regular bar soap because it was made with moisturizers that wouldn’t irritate skin. Dove’s …show more content…
Surveys showed women in general lacked confidence in their appearance and would not describe themselves as beautiful or attractive. For example, Exhibit 4, "The Real Truth About Real Beauty: A Global Report” shows that 44% of women in the United States in 2004 “do not feel comfortable describing [themselves] as beautiful”. Marketing the idea that women in their natural forms are indeed beautiful and should be accepted by society was the premise of the whole campaign. This idea was a effective because it identified the consumer’s feeling and attitudes towards beauty and responded to it. Instead of having to market different products, Dove’s motion to challenge society’s views on what defines beauty was indeed a successful maneuver to bring millions of consumers to identify more closely with the brand. It also was a marketing campaign that had a very different message from other beauty products at the time, which made Dove stand …show more content…
The campaign has certainly yielded the results it set out to accomplish. However, the long term effects of this marketing strategy remain to be seen. Will younger women or women who believe in the supermodel definition of beauty be attracted to the brand? Society’s definition may not change even though women feel more confident. Beauty is subjective and cannot be applied to an entire group. Women might feel more confident but that may not make them any more beautiful in the eyes of society which might cause the whole message to
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”.
...ization of the Thin Ideal, And Perceptions of Attractiveness and Thinness in Dove's Campaign For Real Beauty." International Journal of Advertising 29.4 (2010): 643-668. Business Source Premier. Web. 14 Feb. 2014.
I have examined and analyzed the COVERGIRL™ NatureLuxe advertisement that uses common feminine stereotypes. In this advertisement, COVERGIRL™, which runs in Seventeen magazines, targets women through their choices of colors, fonts, and images used. Certain stereotypes are used; such as, those who are more feminine tend to prefer lighter, happier colors, such as pink. Also, the use of a celebrity, who many young women look to as an icon, assists in the advertisement of the COVERGIRL™ product. COVERGIRL™, more than likely, is able to successfully market their lip-gloss product in the United States by using common gender stereotypes to show femininity and how those, mainly women, should be presented in today’s society.
After watching the movie, Miss Representation, I have decided to use Dove’s new Real Beauty Campaign. I believe this company accurately counteracts the emotions and anxieties facing our female population in this generation by confronting them. I believe they antagonize what every other company chooses to exploit in order for their consumers to buy their products. Using the vocabulary provided in our textbook, I will define pathos and ethos along with their sub terms to analyze the advertisement. With so many advertisements and companies influencing women of our society to conform to a mold, Dove is sending a different message. After describing the ad, I will then use the rhetorical tools I have chosen to analyze and explain them.
Like McClintock wrote in Propaganda Techniques in Today’s Advertising, it is the “most-loved and most-used propaganda techniques.” It is the easiest way to win over customers. They see a celebrity they admire, and they think if they use the product, so should they. In L'oreal's ad for instant tan lotion, the viewer sees the beautifully tanned, clear skinned, long-legged model Karlie Kloss. Her hair blonde, effortless wavy hair paired with an unbuttoned white dress shirt and stiletto heels is the L’oreals definition of beauty. Next to her in ‘handwriting’ font has a quote of her saying “In an instant my skin is ready to glow.” For those who are familiar of Karlie Kloss, her modeling career, or just after seeing her appearance, they might buy the product to try because they trust her “judgement” and hope to maybe look as flawless as she does. L’oreal uses Testimonial to teach women that they should strive to look as flawless as Karlie Kloss using their
Unfortunately, a lot of females fall into those traps and do not consider themselves beautiful unless they’re a certain weight or have their skin a certain way. Nobody embraces their bodies and their looks besides those that society gives you a perception of something that doesn’t exist to be “perfection”. And in the Dove commercial which I used in my presentation to state the image society has given women shows the wonder of photoshop. It showed how an average woman was changed into someone with a skinnier neck, perfect hair, and flawless skin all with the magic of technology. And by using real life human models it given women the perception that if they look like that then I can
When asked what beauty is, most women will point to a magazine cover at a size two model — a small waist, long legs, and flawless skin. Dove has attempted to change this perspective with their “Campaign for Real Beauty”. Launched in 2004, this campaign is comprised by a series of advertisements such as commercials, short-films, billboards, and many more. Dove appeals to women’s pathos in order to market to women of all ages. The company’s strong ethos allows women to feel comfortable and believe that they are truly beautiful. A majority of the campaign is aimed at young adults but also includes women fifty years and older. The creative directors Janet Kestin and Nancy Vonk strive to remind women that they are responsible for setting their own
Since the early 2000s, Dove has invested millions of dollars into creating advertisements targeting women who lack the understanding of their everyday beauty. They have invested and partnered with Boys & Girls Club of America, Girls Scouts, and Girls Inc. in hopes of making a difference in society (Huffington) . Their goal is to empower women to understand that they are beautiful in their own individual way. That in order for females in society to find themselves attractive they must first find the beauty in themselves and gain confidence in themselves in order for the future generations to do so as well. In this article I will be arguing that Dove is making a positive difference in the female community with their advertisements. Advertisements
The Dove® Campaign for Real Beauty. (n.d.). The Dove® Campaign for Real Beauty. Retrieved April 25, 2014, from http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx
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...
The most recent ad to come out of the campaign is the “Dove Real Beauty Sketches” video. In the clip women are asked to describe what they look like to a forensic artist while he sketches them. A second sketch was done of the same women by having an acquaintance describe their features . Towards the end, the women are shown the two sketches side by side and in each case the self-described sketch was less attractive than the one where they were described by someone else. The video ended with “You are more beautiful then you think”. There are many things wrong with the video. First of all, the sample size does not match the population correctly. It mainly focuses on fairly young, white women who could be seen as traditionally attractive. In fact, out of the whole 6:36 minutes of the clip, people of colour were only shown for 10 seconds. Furthermore, the video only focuses on the beauty of the women. The ad actually promotes the importance of beauty. Instead of having the people judge each other on their exterior, they should be judging them on their personality. Having one sketch be portrayed as unattractive and the other as attractive was a bad ide...
Colgate is a high ranked oral hygiene company that produces toothpastes, mouthwashes, toothbrushes and dental floss that was founded in 1807 by William Colgate in New York City. In 1820, Colgate built their first starch factory in New Jersey. Years later, in 1857, the founder William Colgate death resulted in the company being passed down to his son Samuel Colgate. In 1864, Colgate collaborated with B.J. Johnson who founded the Palmolive Company. The Colgate-Palmolive Company began having much success in the late 1800’s with all of their new products such as hand soaps and the many different appearances of toothpaste from glass jars to collapsible tubes. In 1900, Colgate won top honors in Paris at the World’s Fair for their soaps and perfumes. Colgate was very successful internationally that they came established in Europe, Canada, Asia, Latin America, and Africa. After so many accomplishments internationally and locally, “Colgate-Palmolive Company” was officially the company’s name in 1953. By the late 1900’s, Colgate sold over 1.6 million toothbrushes annually and was serving over 56 countries and hits the $5 billion mark in sales. The company began initiating an Oral Care program after collaborating up Kolynos in Latin America. The oral care program, which is called Bright Smiles, Bright Futures that is established to 50 countries and serves over 50 million children a year. Today, the CEO of Colgate is Ian M. Cook & Colgate’s focuses are Oral Care, Personal Care, Pet Nutrition, and Home Care and provides in over 200 countries and have numerous awards including 2013 World’s Most Ethical Companies from Ethisphere Magazine. In my research, based on preliminary information, I will find evidence that will attempt to pro...
As of the modern day, advertising is everywhere; it is on our televisions, we hear it on the radio and we see it on cars and trucks. Advertising can take many forms, one of which is propaganda. Propaganda techniques are useful in persuasion and drawing people to a certain cause, but mostly we hear of propaganda being used in times of war. However, the Dove’s Real Beauty campaign is a modern day example of propaganda that uses many known techniques of persuasion. This campaign is very prevalent in today’s society because it targets body image among women; more specifically, the campaign aims to positively change how women view themselves.
The media favors one women's body type; the tall blonde with perfect, tan skin and long, beautiful hair. Because the images of women in advertisements are unattainable, it keeps them purchasing new products in their quest to be like the models they see (Moore). The actual women in these advertisements can't even match up to the
Unilever has more than 400 brands, 14 of which create sales in additional of 1 billion pounds a year. Almost all those brands have time-honored, strong collective operations, which includes Lifebuoy’s drive to promote hygiene through hand washing with soap, and Dove’s crusade for existent beauty. (Unilever, 2014)