...Individual Hand-In Case “Hips Feel Good” Dove’s Campaign for Real Beauty TABLE OF CONTENTS EXECUTIVE SUMMARY........................................................................................................1 INTRODUCTION ...................................................................................................................2 INTEGRATED MARKETING COMMUNICATIONS PLAN .............................................2 Objective .......................................................................................................................................................3 Strategy ..........................................................................................................................................................3 Target.............................................................................................................................................................3 Proposed Elements ....................................................................................................................................4 Advertising....................................................................................................................................................4 Website .........................................................................................................................................................5 Public Relations..............................................................................
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...“You are more beautiful than you think.” These words fade into the scene, along with melancholy music, as Dove’s possibly most viral video advertisement to date concludes. Dove Real Beauty Sketches was an experiment conducted by Dove that addresses the issue of women’s self-image. It shows a comparison of how women supposedly view themselves differently and more negatively as compared to how others view them. In the video, the featured women participants were asked to describe their facial features to a forensic artist who couldn’t see them and who was sketching them based only on their descriptions. Then, the artist created another sketch based on the description by strangers the participants were asked to get friendly with beforehand. At the end of the video, the artists showed each participant his sketches of them, one based on their own descriptions and another based on the stranger they got friendly with, and there was a huge difference between sketches – the latter being ‘more beautiful’. As the video circulated around the web, it generated various reactions from the online community. Many applauded the ad, saying that the message was beautiful and that it was truthful. Others even said they were in tears after watching the video. I personally admit that I, too, was teary-eyed after watching the video. At the same time, there were also those who criticized it saying that the video was just a marketing stunt and that the ad was just manipulated to seem the way it did. Some...
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...“FUNCTIONAL ANALYSIS of DOVE CAMPAIGN FOR REAL BEAUTY” E303 Project Report Submitted in Partial Fulfillment of the Requirements of UNITED KINGDOM OPEN UNIVERSITY/ ARAB OPEN UNIVERSITY for the Degree of BACHELOR of ENGLISH LANGUAGE AND LITERATURE to DR HAYAT AL-KHATIB ENGLISH LANGUAGE AND LITERATURE PROGRAMME COORDINATOR By Grace Abou Zeid ARAB OPEN UNIVERSITY LEBANON 2010 Functional Analysis of “Dove Campaign for Real Beauty” 1 DECLARATION I hereby declare that the project work entitled “FUNCTIONAL ANALYSIS of DOVE CAMPAIGN for REAL BEAUTY” submitted to the ARAB OPEN UNIVERSITY, is a record of an original work done by me under the guidance of Mrs. Ph.D. HAYAT AL-KHATIB, Head PG Dept Of English Language & Literature, ARAB OPEN UNIVERSITY - LEBANON, and this project work is submitted in the partial fulfillment of the requirements for the award of the degree of Bachelor of English Language & Literature. The results embodied in this thesis have not been submitted to any other University or Institute for the award of any degree or diploma. GRACE ABOU ZEID Functional Analysis of “Dove Campaign for Real Beauty” 2 ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during the writing of this project. My deepest thanks go to DR. HAYAT AL-KHATIB, my SUPERVISOR, for guiding and correcting various documents of mine with attention and care. I also express thanks to the DIRECTOR of ARAB OPEN UNIVERSITY...
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...criticized when one of its brands undertakes a campaign to improve the self-image of women around the world? In the fall of 2007, the Campaign for a Commercial Free Childhood (CCFC), a respected Boston-based activist group, said “yes” if that company was Unilever. Citing differences in how two major Unilever brands positioned themselves, the CCFC claimed it was unfair for Dove to capitalize on the success of its “Campaign for Real Beauty” while Axe, another of Unilever’s brands, ran campaigns focusing on how its products increased the sexual appeal of young men, especially among physically attractive, suggestively dressed young women. While the CCFC initially called only for an online letter-writing campaign to Unilever’s CEO, its discontent was publicized quickly through blogs and traditional media, raising awareness of the issue. Eventually, some activists, bloggers, and journalists alike were questioning the ethics of one company using what they deemed to be conflicting messages that exploited stereotypes for profit. Since the Campaign for Real Beauty’s message went beyond product promotion to social responsibility, working to improve the ways women evaluated their self-esteem and self-worth, the objectification of women in the Axe ads only fueled their complaints. Critics also noted both brands’ use of viral tactics, suggesting this reliance on the consumer to generate publicity only furthered the accusations of hypocrisy. 1 Unilever and Its Commitment to Customers Unilever...
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...Olivia Fortier March 14, 2014 C. Hellwig English 102-038 Rhetorical Analysis Women Don’t Have to Be One Shape to Be Beautiful Dove’s Real Beauty advertising campaign is meant to promote a positive body image for young girls and women alike. The campaign was designed to combat problems women have been facing for decades, even centuries: self esteem issues and unrealistic views on body image. If you ask a woman her definition of beauty she will more than likely give you the description of a fashion model. The fashion models portray an unattainable, unrealistic, and often times unhealthy body image. Most women have a skewed image of what a healthy body physique looks like because of what they have seen in the pages of magazines, or billboards, or on television from an early age. Dove’s Real Beauty campaign features eleven women of all sizes, body types, and heights. They wear white lingerie, but of different styles to fit their body types. Dove used women of different races, hairstyles and hair colors. The Dove Real Beauty campaign provided a revolutionary view of beauty for young girls and women, and put on emphasis on self-esteem. The Dove Real Beauty campaign appealed to the average sized women, all over the globe, all races, from all walks of life, and from every age. From an early age women are led to believe that the 5’11” 115 pound model is the image of perfection and they should strive to look like the women in the magazines or the fashion models strutting...
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...EXECUTIVE SUMMARY: This report is a brief insight in to the quality of the Dove Beauty bar, its evolution and its strengths and the threat faced by the competitor. Dove brand evolved in early 1957and is owned by Unilever. Dove came up with the different strategy and that is the Real Beauty concept. They emphasized that beauty of a women is not the outer beauty but the actual beauty is her inner self. There ads included normal ordinary women who were not only slim trimmed and toned but they were fat, simple and aged too. Dove differentiated its beauty bar by emphasizing that it contains moisturizing cream and milk and unlike other soaps namely like Lux it does not leave the skin dry but its moisturizing cream effect softens and moisturizes the skin. Initially Dove did not have many competitors but now the completion has been strengthened by the new entrants and therefore Dove now needs to safeguard it equity constantly. Hope you all enjoy reading this report as much as I enjoyed compiling and completing it. INTRODUCTION Dove is a personal care brand owned by Unilever. It started in 1957 The brand came to India in 1995. It is imported and marketed by Hindustan Unilever Limited (HUL). By the end of the dove firming “Real Women” Campaign, dove has become a national talking point and was ranked number three in the body lotions market, ahead of L’oreal, Garnier, Neutrogena and Olay. In the year 2004, Unilever won the ‘marketer of the year’ award...
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...models strut down the runway, as they eat away the pint of Ben & Jerry’s ice cream. Facebook and Twitter had millions of people updating their status about this worldwide-recognized show. Such as, “Not eating for the rest of the week,” “She is not real, how is she so perfect?” or sarcastic comments such as “I’m glad I look exactly like all those Victoria Secret models” (Profitable Objectification). This show is a perfect example of how the media negatively affects our society. Not only does the Victoria Secret Fashion show cause women to question their beauty, but it also instills unrealistic expectations of what women should look like to all the men. The media has a great influence on our view of beauty and has created a false perception of what females should look like. This has made it difficult for anyone that does not fit this ‘ideal’ body to accept themselves the way they are. Celebrities and models have become a representation of the ‘perfect’ body image that our society emulates. The negative affects of media today on our image of beauty are often underestimated; this false perception causes females to feel self conscious and more dissatisfied with their weight and appearance. The media has distorted the definition of beauty and the ‘perfect’ body image; which causes women serious health problems concerning their weight. The definition of...
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...beverage, house and personal care products Evolution of Dove 1960 1940 Dove soap bar Dove beauty bar launched 1990 Dove body wash launched 2001 Dove deodorants line 2004 Dove firming line 1950 Dove beauty bar developed 1970 Leading brand of cleaning bars 1995 Range of beauty products 2003 Dove hair care line Dove’s difficulties encountered Modern brand positioning needed (without losing existing customers base) Declining sales, lost in a crowded market Increasing competition (L’Oreal / P&G / Nivea, etc.) Why a new campaign? Stagnation in one or two categories of products, instead of increase product ranges Low impact on advertising results Campaign for real beauty In September 29th, 2004, Dove launched « Campaign for real beauty ». The ad campaign was designed by Ogilvy & Mather. Campaign’s objectives Raise consciousness of the issues surrounding beauties Challenge the stereotypes set by the beauty industry Intended to make more women feel beautiful everyday Develop a trust relationship between the brand and its target Further engagement and differentiation with competitors Campaign for real beauty Every women have something beautiful about her 68% agree with the fact that unrealistic standards of beauty exist in the media and advertisement world. 47% agreed that only attractive women are portrayed in popular culture. Over 85% believed that beauty could be achieved through attitude and spirit....
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...this international mega brand used advertising tactics much like many other brands were using- skinny models, sexual innuendos, and trendy images. But their products weren’t getting the success they had hoped for. Driven by a declining market share and decreased product sales, Dove decided to take a daring move and add curvier women to their ads. They called their new campaign the “Dove Campaign for Real Beauty.” The campaign, which targeted women of all shapes and sizes, sought to reverse the fabricated idea that all women should be a size 2, with voluptuous lips, perfect hair, and flawless skin. Ultimately, Dove hoped the campaign would change the way their target audience related to its products. This type of advertising was completely new to the worlds of advertisement, and almost critiqued the bias that other ads were portraying; Yet they never could of imagined the campaign would get so much attention, spark heated debate, and be a leading factor in increased market sales and market share. So how exactly did Dove do all this? One billboard sums up the “Dove Campaign for Real Beauty” in a nutshell. This billboard, which advertises Dove’s skin firming lotion, is just one example of Dove’s newest campaign, which seeks to change the way Dove’s...
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...Why People Hate Dove's 'Real Beauty Sketches' Video Dove's "Real Beauty Sketches" campaign is supposed to be an uplifting message that shows women that they are more beautiful than they think they are. In the viral video, an FBI-trained sketch artist draws women first based on their own and then on strangers' descriptions. While many love the video, others found major flaws in the ad. A slew of articles have point out why the ad isn't entirely on-message, with headlines including "Beauty Above All Else: The Problem With Dove's New Viral Ad" and "What's Wrong With Dove's Real Beauty Sketches Campaign?" These are some of the main complaints: The video only focuses on a very small subset of women. Kate Fridkis of Psychology Today describes the concept of the video: "Some lovely, thin, mostly white women who are all pretty young describe their appearances to a forensic artist." In fact, most of these "real" and "beautiful" women are white. DoveDove's ad has been criticized for mostly showing white, traditionally attractive women. Blogger jazzylittledrops wrote a passionate blog about the video's lack of diversity. She noted, "Of the main participants: all four are Caucasian, three are blonde with blue eyes, all are thin, and all are young (the oldest is 40). ... We see in the video that at least three black women were in fact drawn for the project. Two are briefly shown describing themselves in a negative light (one says she has a fat, round face, and one says she’s getting...
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...Size 10 on a Billboard Dove commissioned a study entitled "The Real Truth About Beauty: A Global Report" in 2004 in order to prove their hypothesis that the definition of beauty had become too narrow and ultimately unattainable for the average woman ("Real Beauty Mission"). The study not only proved Dove's hypothesis; it also shed light on the constantly expanding problem of women with low self-esteem throughout the world and attributed this problem mostly to media influences. One powerful statistic from the study shows that only 2% of woman in the world view themselves as beautiful, while another statistic claims that 81% of women believe that the media and advertisements set an unrealistic and unattainable standard of beauty. These results compelled Dove to start their "Campaign for Real Beauty" in 2004. The campaign aims to change the standard of beauty in the world and act as a catalyst for change in society through means of communication such as advertisements, events, and funds to help females of all ages. Dove's attempt to communicate through advertising is vividly displayed in their outdoor advertisement for their new firming body lotion photographed by Rankin, but this advertisement not only attempts to show real beauty in its images. Like most advertisements, this ad's main goal is to sell the product it is displaying, and it attempts to do so through techniques of visual persuasion that utilize mainly pathos but ethos and logos as well. The advertisement's...
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...Marketing Plan “Dove Beauty Bar” Mendoza, Alyssa Marie BA-201 Dove Beauty Bar History Brand History Dove. 50 years ago, it was a beauty bar offering a revolutionary new formula containing 1/4 cleansing cream. It went beyond mere "soap" to enhance the American woman's beauty. Today it is a global Masterbrand with products ranging from the original beauty bar to facial foam, to deodorant to shampoo. Its latest campaign sets out to widen and redefine the perception of beauty, to make a positive contribution to women's self-esteem all over the world. Dubbed "Product X" in early 1953, the Dove beauty bar was a new product in a trifecta of Lever Brothers accounts hard-won by David Ogilvy, then a young ad exec for Hewitt, Ogilvy, Benson & Mather, Inc. While Lever Bros. announced HOB&M's appointment as the agency for their new product in June of '53, it wasn't until 1955 that the first advertising ran and the message: "1/4 Cleansing Cream" along with Dove's other standard messaging was developed. And, even though beauty trends and the representation of women have changed throughout the decades, the consistency of Dove's and David Ogilvy's original messages: "1/4 Cleansing Cream"; "Dove Won't Dry Your Skin Like Soap Can"; "Dove is Good for Your Skin" is still selling the brand today. So in 2005, we celebrate 50 years of Dove's relationship with women. Dove has evolved as a brand in the most revolutionary time in women's history. The body of work not only shows the...
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...Group 5: Nguyễn Kiên Giang Vũ Linh Giang Nguyễn Thị Quỳnh Lê Thu Trang Nguyễn Thị Hường Nguyễn Văn Hà – The leader DOVE’S MARKETING STRATEGY ON “REAL BEAUTY” CAMPAIGN I. Theoretical background of marketing. 1. Definition of marketing. There are many definitions of marketing which help us understand clearly about it. In general, marketing is all activities of company, which tend to meet the customer’s needs and suggest their needs in the market, to achieve the business targets of company. It is the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired product/service more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being. 2. Characteristics of marketing. Marketing is run in a big scale that is an uninterrupted process which has the beginning, but has not the ending. It means that marketing is started by market researching; detecting the customer’s needs, and providing the products and service which meets those needs. Marketing is the interaction between two factors of the united process. First factor is meeting the current needs of customer. Second factor is suggesting the potential needs. Marketing provides the products and service which the market needs, not provide ones which the company has. It means that are oriented strategies...
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...Campaign for Real Beauty Case Study By: Melinda Brodbeck and Erin Evans Presented March 5, 2007 SITUATION: The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Unilever, Dove’s parent company, went to Edelman, its PR agency, for a solution. Together, they conceived a campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The following summer, CFRB was brought to the United States and Canada. CRFB aimed not only to increase sales of Dove beauty products, but also targeted women of all ages and shapes. According to the CFRB website, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” In addition to changing women’s view of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel, Dove distinguished itself by using models that ranged from size six to fourteen. CRFB abandoned the conventional cynical method of portraying “perfect” women as beauty role models. RESEARCH: Dove commissioned The Real Truth About...
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...in region where Brand is strongest. ( Brand Building (Geographical Region) * Bringing brand to Life in their market place, Accountable for growth and short term market share * Guidance from Brand Development Team, What level of spending in media, Reporting for a collection of brand under a category BRAND MEANING Before 2000 * Meaning simple and inspirational: soap that would not dry your skin. * Advertising on functional superiority backed by product‟s moisturizing benefit. * Dove does not dry your skin because its one-quarter cleaning cream, . BRAND MEANING AFTER 2000 * Emotional stimulus to implant the product deep in the customers‟ minds * . Dove became a statement of who you are. Campaign for Real Beauty *...
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