Dove

Dove

- $7.1 billion a year dove makes as a brand.

- Vincent Lamberti was an American chemist and inventor whom invented Dove Soap in 1957, which is now owned by Unilever. Dove's USP is that it is the #1 recommended by dermatologists and believes heavily that beauty should be a source of confidence, rather than anxiety.

Unilever own many companies 

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- Macro = industry as a whole

- The personal hygiene industry market size is growing rapidly, being valued as almost 65 billion in 2021 and is expected to keep growing.

- In the beauty and Personal Care market, around 40% of total revenue will be generated through online sales by 2023.

- conventionally attractive white women with glowing smiles (happy)

- smooth, unrealistically perfect skin

- repetition of 'cream'

- white bubbles covering women's bodies

- red lip, seductive in contrast with the bright white scenes

Prior to the 21st century, dove was moreover advertising with naturalistic women. AT the beginning of 2021 they conducted a study which proves the majority of women (out of 3000) describe themselves in a neutral or negative way, with an almost non existent amount believing they are beautiful. This is due to the way media portrays beauty, 72% of woman feel worse after reading a magazine. This caused Dove to begin a campaign centralized around 'real' and 'unfiltered' beauty - focusing on making every woman feel beautiful without unreachable standards.

The Stereotype of the Good Mother:

Over many years, the media has constructed a societal stereotype of the mother as a woman who cooks, cleans, cares for her children, is fulfilled and doesn't complain. She's represented as beautiful and always glamorous, her realm being the kitchen. 

Ensuring more and more mothers see this advert will help portray how unrealistic the 'good mother' stereotype is and how perfect mothers don't always have everything in control as they are human too. Using a wide shot, the motion blur in frame makes everything feel more real, in real time, the costume choice like the messy hair and un-ironed clothing, the wide open fridge. The hashtag '#BeautifullyRealMoms' suggests the relatability as this advert can make you either feel less chaotic, or completely seen and represented. Asian women are also severely unrepresented so seeing an Asian family advertised is good progression. By not abiding by convention, they are hoping to stand out, to be perceived as special. In a survey conducted by Dove, 99% of moms feel pressure to be perfect and 81% doubt their capability as not enough - In 90 days, Baby Dove won 10% of the market share  - Time spent watching moms pictures and videos climbed to a whopping 9 minutes, 3 times the industry norm. Positive representation, the chaos is relatable, the child in the center is smiling. Conventional Caucasian beauty standards are challenged (race). No fancy fonts are used as they aren't promoting the product to an audience with a fancy lifestyle. Even the repetition of the word 'real' used in the slogan holds importance as it segregates itself away from adverts using models and celebrities. Finally the mise-en-scene pushes the narrative that a middle-class family can experience an unorganized life and it's not only lower class.

Critical view: Reinforcing harmful stereotypes, mum is the primary caregiver, overwhelmed, in a kitchen.

associative:

 

demonstrative:

demonstrative = an advert that demonstrates what the product can do/ its potential.

associative = adverts which provide indirect information, it's not what the product does, it's how it makes you feel (with an activity or lifestyle).

conventions of male fragrance advert:

- dark blue, white or black colours

- bold fonts

- the male subject is confident and admirable

- if there is a female subject, she is conventionally attractive or celebrity endorsement (Megan Fox), has skin showing and is swooning over the man

- typically challenges your masculinity

- expensive props or clothing (car, tuxedo, watch)

- hunter eyes

- muscly, unrealistic physique

Intertextuality = Easter egg or reference to a similar work

Hashtags:

' BeautifullyRealMoms'

Any website that uses data sharing cookies for advertising such as: Instagram, YouTube etc. where these adverts are specific to you are called "below the line" advertising. On the other hand, an "above the line" advertisement would be a billboard, it takes effort and you do not have to engage or interact with it. Generally speaking, above the line campaigns are more expensive. Adverts which are both are called '360 degree' campaigns.

Adverts aired on TV are 'above the line' campaigns.

Dove's message is contradicted heavily through Axe's adverts as they seem to profit from the objectification and harmful stereotypes surrounding women.

The entirety of the campaign has one major aim: to normalize individuality and real authenticity of women and girls. This is because the media only portrays idealistic harmful standards which cause many girls and women to wallow in shame because of there completely normal features or body parts, which is exactly what makes them human. Dove strives to prove human is beautiful.