1.

0 Background Information

Dove is a personal care brand owned by Unilever originating in the United Kingdom. Unilever
has been in business since the 1880s. The products include food, beverages, cleaning agents and
personal care products. Unilever has more than 400 brands, 13 of which generate sales in excess
of 1 billion a year. Unilever's corporate vision is helping people to look good, feel good and get
more out of life to shows how clearly the business understands 21st century consumers and their
lives. But the spirit of this mission forms a thread that runs throughout their history.
Dove believes that beauty of feeling and looking the woman personal best is the result of proper
care. Dove always aims to deliver products which tangibly improve the condition of skin or hair
and give a pleasurable experience of care, because when the woman looks and feel beautiful, it
makes them feel happier. Its a feeling every woman should experience every day. The Dove
brand started its life in 1957 in the US, with the revolutionary new beauty cleansing Bar. With its
patented blend of mild cleansers and moisturizing cream, Doves iconic Beauty Bar rinses
cleaner than soap, leaving skin clean, soft and smooth. It is #1 Dermatologist recommended
brand in the United States, Canada and France and strongly endorsed by Dermatologists across
the world.
Dove Firming Body Wash contains seaweed extracts and collagen and it is patented Active
Moisture formula to infuse your skin with all-day hydrating emollients. For Dove Firming
Lotion, it contains a unique seaweed extract combined with collagen and Dove's active
moisturizers. Last but not least, is Dove Intensive Cellulite Gel-Cream contains seaweed extract,
which is known for its firming effects and elastin peptides, known to help improve skin tone and
boost firmness.

2.0 Target Audience

From the advertisement, we can say that their target audience is a woman from all races with
different skin colors and their body size who feel not beautiful enough. According to Kilbourne
(1999), advertising is one of the most potent messages received by young women and, it can be
toxic. Girls are told by advertisers that what matters most is their perfume, makeup, clothes,
beauty, and above all else, thinness. Most destructively, they are promised it can be achieved.
There is 3 types of product in advertisement which is Firming Body Wash, Firming Lotion and
Intensive Cellulite Gel-Cream.
Dove Firming Body Wash. It is for a woman with a dry skin and uneven skin tone. By using this
body wash it helps to infuse the woman skin with all-day hydrating emollients. It is also
improves skins tone and texture by restoring its moisture barriers. It moisturizes to improve
skin's elasticity in days, which helps leave the womans skin feeling smooth, firm and looking
more beautiful.
For Dove Firming Lotion, it is for a woman with sagging skin and helps them to get a firmer
body. The woman will definitely feel more confident and no need to worry about flab and
sagging skin if they want to wear halter tops and sleeveless shirts once they got their firmer body.
Besides that, it is a good body moisturizer as it leaves dry skin feeling moist and healthy.
Most of the woman in the world share the same problem which is cellulite. Dove Intensive
Cellulite Gel-Cream is an intensive treatment to specific areas at the most problematic on the
body such as thighs, stomach and buttocks. It has been specially developed to diminish the look
of cellulite and dimpled skin. It is also to help improve skin tone and boost firmness.
Lastly, we conclude that Dove targeted these three products for all kind of women with various
problem regarding their body appearance. We know that most advertisement will shows a
condition after using the product on advertisement but Dove focused on before the woman using
it as they want to show the real problem that faced by the woman.

3.0 Marketing Objectives

Marketing objectives are goals set by Dove when promoting this advertisement with Dove
Firming Body Wash, Dove Firming Lotion and Dove Intensive Cellulite Gel-Cream products to
potential consumers that primarily need to be achieved within a given time frame.

3.1 Increase Sales

Dove wants to increase sales as it is one of the most important goals of marketing for profit
entities is driving business and increasing sales. Dove needs a good return on investment. From
the advertisement, we can see that Dove want to increase sales among woman from all races with
different skin colors by sizeable their segmentation of audiences making the product universal to
all women out there.
3.2 Build Brand Awareness
In the early months or years of a product's introduction in 2004, the purpose for them to build
brand awareness is to make people know about their primary goal of advertising by launching a
campaign in North America called the Campaign for Real Beauty. Thus, the potential buyer will
know how the product works and for the customers, they will keep using the product as they
know the benefit of the product.
3.3 Enhance Customers Relationship
Customer relationship management is an approach to managing a company's interaction with
current and future customers. As we can see, the words As tested on real curves in the
advertisement shows that Dove wants to help woman and give the priority to the woman who has
a problem with their skin and body. Hence women will feel engage with Dove and also feel that
Dove is understand about problem that they face.

4.0 The Role of Advertising

This Dove Real Beauty Campaign launched in 2004 and was a hit until now because it has
challenged viewer's perception through the use of real women and irregular beauty and also
encourage them to reevaluate their perceptions of real beauty in mind. Dove employed
researchers to conduct a survey in order to study How comfortable women are with using the
word to describe themselves; their level of satisfaction with their own beauty; it's impact on their
sense of well-being; and how important it is to them (Etcoff et al 9). the results of this study
showed that only 2% of women in the 10 countries where the interviews were conducted would
chose the word 'beautiful' to describe themselves, while even fewer chose adjectives 'sexy' and
'gorgeous'. Hence, the advertiser use this kind of advertisement to highlight the genuine beauty of
women by widening the scope of what beauty really is instead of being judgmental towards
women who don't really have the standard beauty that the medias always portrayed.
While looking at this advert, we believe that Dove tries to leave positive impact to the society by
using curvy and thick model figure. The idea of this creative ad which is Dove Real Beauty
Campaign is to celebrate the natural physical differences to all women in the world and to
encourage them to be comfortable and happy with their appearances.
The abilities of this campaign targeted to every psychographic women of all ages, sizes, and
races making their new product line firming range universal to all females. According to this
beauty campaign website, their mission is to Make women feel more beautiful everyday by
challenging today's stereotypical view of beauty and inspiring women to take great care of
themselves
This Dove's Firming Range advertisement are primarily direct to the six kind of diverse women
with different ethnic and skin colors posing together in a very happy and confident way. These
women posing in their undergarment revealing their skin to show their whole bodies to the
audiences. So it shows that they have a very high self esteem to display their real natural curve.
They also seems like an ordinary women that get selected by Dove to be the models instead
celebrities endorsement or real skinny supermodels.

Thus, we can conclude that this advertiser want to send the message which is every type of
women need to be confident with their own natural beauty of the body.
Leech (1996) stated that in general, every advertisement has five structures; headline,
illustration(s), body copy, signature line, and standing details. The type of headline which is
news/information headline New Dove Firming. As tested on Real Curves means that it is a
promises information. This tells that they want to prove their firming range products is
effectively works because they have already done the test even on curvy women.
Looking at this picture window layout advert, the advertiser put white space as the main
background so that the white color will be act as composite between advert and the product.
There is also no distracting background image or object so the audiences will focus directly to
the appearance of these women. The only thing that have in this advertisement is their firming
range product, slogan and the Dove's logo. While the white background represent the primary
color of Dove's brand relating to their mission which is Embracing the Real Beauty.
The positioning of the women in the image by putting a woman who have a bit of darker skin
beside a woman who have lighter skin makes their differences is more dramatic. The facial
expression of these women with joy look, bright smile and confident expression while looking
towards audiences make the image more stronger and alive. Plus, the photo of these women
photographed with full body scale shows that even they have flabby thigh, saggy abs and
obviously is not like a real supermodel, but yet they still proud of their beauty, hence proving the
purpose of this brand campaign.

5.0 Ad's Effectiveness & Suggestion

A successful advertisement, according to Vestergaard & Shrodder (1985) is expected to
accomplish five functions: (1) Attracting attention; (2) Commanding interest; (3) Creating desire;
(4) Inspiring conviction; and (5) Provoking action. With this advertisement Real Beauty
Campaign by Dove, we believe all five criteria are successfully fulfilled. The message behind
these campaign advertisements is that Dove cares about the real women beauty by creating
confidence-building programs, thought-provoking ads, and messages that embrace all definitions
of beauty. This campaign with this kind of advertisement has won a handful of awards and has
sold an enormous amount of product. Therefore, once again it has proven that women out there
are being inspired by this advertisement and also had increased their self confidence level.
We also believe that by simply changing to elements like this, it gave a lot of effective results
and leaves women to believe that Dove's brand is an honorable and ethical company that is
genuinely concerned about their audiences and not just only making money off customers.
Besides, women will believe in their mind that Dove is trustworthy and not just a brand, but a
brand that will provide good effective products.
On the other hand, there is something that will leads to negativity perceptions over positivity
about this advertisement. If Dove wants to enter new market internationally like Arab Saudi,
United Arab Emirates, Kuwait, Brunei and others Islams country they will have to make an
appropriate advertisement. This happen because Dove has to understand the Islams country
sensitivity and culture. As we see, Doves advertisement are mostly present a bunch of half
naked women with undergarment. Also very concerning is that the bald commodification and
sexualization of women in ads. Despite an increased awareness of negative media portrayals of
women, Sexually exploitative use of women in advertising has increased since 1970 (Renzetti,
Curran, and Maier, 2012)
At the end of the day, if Dove continues to change their central point and continues to move
away from media perception of beauty by doing this kind of advertisement. They will able to
send positive message and express a more natural beauty. Although a lot of work needs to be
done and barriers in order to achieve this goal, we certainly believe that they will have a good
start on it. All in all, we rate eight over ten for this advertisement.

Works Cited

1. Kang, Mee-Eun. "The Portrayal of Women's Images in Magazine Advertisements:

Goffman's Gender Analysis Revisited." Sex Roles 37.11 (1997): 979-98. Academic
Search Premier. Web. 19 Apr. 2014.
2.

Kilbourne, Jean. Can't Buy My Love. New York, NY: Simon & Schuster, 1999.

3. Renzetti, Claire M., Daniel J. Curran, and Shana L. Maier. Women, Men, and Society.
Boston: Pearson, 2012. Print.
4. Dye, Lauren. "Consuming Constructions: A Critique of Doves Campaign for Real
Beauty." Canadian Journal of Media Studies 5.1 (2009): 114-28. Print.
5. Etcoff, Nancy, Orbach, Susie, Scott, Jennifer, and DAgostino, Heidi. The Real Truth
About Beauty: A Global Report. Sept. 2004. Dove. 22 Feb. 2008.
6. http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx
7. http://fortune.com/2015/04/15/why-doves-choose-beautiful-campaignsparked-a-backlash/

Table of Content

Content

Page

Advertisement

1.0 Background Information

2.0 Target Audience

3.0 Marketing Objectives

3.1 Increase Sale

3.2 Build Brand Awareness

3.3 Enhance Customers Relationship
4.0 The Role of Advertising

5-6

5.0 Ad's Effectiveness & Suggestion

Works Cited