Dove campain for real beauty

Résumé du document

The Dove campaign for real beauty: "Sources that are likeable or hold celebrity status are able to positively influence consumers' attitudes towards the advertisement, and the advertised brand" (Belch and Belch, 1998). This statement explains the large use of celebrities and models by the marketers in the advertisement. These celebrity or models become the standard reference of beauty for the audience population. But is thus true or real beauty, and can the target group really identify themselves with this form of beauty? Beauty may be defined as: "the quality present in a thing or person that gives intense pleasure or deep satisfaction to the mind, arising from sensory manifestations (as shape, color, sound, etc.)(Dictionary.com, 2007). According to Belch and Belch (2004), advertising is any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.

Extraits

[...] These reasons will be highlight by Kevin Keller (2000): “Building and properly managing 7/21 brand equity has become a priority for companies of all sizes, in all types of industries and markets.” The reasons of the Dove campaign results inthe progress of the way companies market their products and services, which is basically an interesting point for the value and the importance of the IMC. One of these developments is information technology. This describes the movement into an information age where businesses and consumers have access to the information easier and more abundance than before. Also, the decline of the mass media advertising and the wish of a one to one communication by the consumer affect the companies too. Dove chooses to do an IMC campaign and take care of all these issues. [...]

[...] For example, some of the more common objectives are: to develop brand awareness, for building customer traffic, to change customer beliefs or attitudes, to enhance firm's image, to increase market shares and/or sales. (Clow and Baack, 2004) The Dove Campaign for Real Beauty has three major objectives: Change customer beliefs or attitudes with the development of a new type of message: the real beauty. Increase the market shares and sales of Dove with the promotion of new and existing beauty products. Develop customer loyalty, through direct interaction between customer and the brand. Firstly Dove introduces the Dove Campaign for Real Beauty as a brand image campaign. [...]

[...] But is it the truth of real beauty? And can really the targeted group identify themselves to this form of beauty? We can make a definition of beauty: quality present in a thing or person that gives intense pleasure or deep satisfaction to the mind, arising from sensory manifestations" (as shape, colour, sound, etc.). (Dictionary.com, 2007) According to Belch and Belch (2004), advertising is any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor. [...]

[...] It is very focused on the subject of the campaign: the real beauty. According to (Clow and Baack (2004), there are six major disadvantages for a communication on the internet: - Clutter on each site Difficult procedures to place ads and purchase time 5/21 - Reach is restricted to computer users Short life span Low intrusion value Hard to retain interest of surfers - However, these disadvantages do not influence the Dove website, because the Dove Campaign for Real Beauty does not only use an internet tool. [...]

[...] All the advertisements are focused on the meaning of beauty. Dove changes the consumer's belief and demonstrates the sense of the real beauty in the advertisement. For example: in the viral clip “evolution”, Dove points out the role of the informatics tools to make modifications on a picture of a model. The advantages of advertisement are the control of the message, the ability to create a new image associated with the Dove Company and the few costs in particular with the outdoor campaign. [...]