- Learning objective: To study The Dove ad campaign with
consideration given to Industry issues, regulation, marketing, promotion.
Background/Context
The Dove Campaign for Real Beauty was conceived in 2004 after market research indicated that only 2% of women consider themselves beautiful. The campaign's mission is to "to create a world where beauty is a source of confidence and not anxiety." It was created by Ogilvy & Mather Brazil.
The ads invited passers-by to vote on whether a particular model was, for example, "Fat or Fab" or "Wrinkled or Wonderful", with the results of the votes dynamically updated and displayed on the billboard itself.
Accompanying the billboard advertisements was the publication of the "Dove Report", a corporate study which Unilever intended to "[create] a new definition of beauty [which] will free women from self-doubt and encourage them to embrace their real beauty."
It may be beneficial if in your introduction you defined beautiful women.
Task 1: Research and write a definition of beauty as we know from stereotypes
Accompanying the billboard advertisements was the publication of the "Dove Report", a corporate study which Unilever intended to "[create] a new definition of beauty [which] will free women from self-doubt and encourage them to embrace their real beauty."
It may be beneficial if in your introduction you defined beautiful women.
Task 1: Research and write a definition of beauty as we know from stereotypes
Following this success, the campaign expanded into other media, with a series of television spots (Flip Your Wigs and the Pro-Age series, among others) and print advertisements ("Tested on Real Curves"), culminating in the 2006 Little Girls global campaign, which featured regional versions of the same advertisement in both print and screen, for which Unilever purchased a 30-second spot in the commercial break during Super Bowl XL at an estimated cost of US$2.5M.
Here is yesterday's lesson in another format:
Regulation
Global Implications
Here is a sample WJEC question on global implications:
With reference to your selected industry, explore how far your chosen texts are
global.
Here is the examiner's response to the answers submitted:
This was quite a broad question but it was not a popular one. Some candidates responded
extremely well and were able to write about the content of their texts (e.g. setting, themes,
actors/stars/celebrities) as well as the global ownership, distribution and audiences for their
selected texts. However it was disappointing to see how few candidates knew anything
about the context of their selected texts and too many made quite bland statements claiming
their texts to be global without really understanding the term itself.
This is what you need to consider for an answer on global implications:
ADVERTISING:
• Product, brand, identity and status
• Promotional strategies
• Use of international celebrities
• On-line adverts
• Facebook, Youtube
Task 2: Answer this with reference to the Coco Mademoiselle, Paddy Power and Dove campaigns.
B4. To what extent are your three main texts global? [30]
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