Sender: The person who conveys his thoughts, Dove Real Beauty Sketches Campaign is a perfect Every other

ct Every other beauty brand would therefore be viewed

message or ideas to the receiver is known as the example of creating an emotional connection with the as bad for presenting unrealistic portrayals of beauty.
sender. He is at the starting point of the audience and creating a sense of relatability with the Additionally, Dove encourages people to get involved
communication system and represents the audience. with the Self Esteem Project, and provides resources
source of communication. for the community about bullying and body image.
Did the Dove campaign accurately assess the Dove sneakily places themselves above other brands
Encoding: The process of converting messages perceived barriers of their target audience by presenting themselves as "do-gooders".
into communication symbols, which may be Consumers like to feel like they are being morally
understood by the receiver. It includes words, correct and ethical, so Dove's campaign fits well with
pictures, gestures, symbols, etc. Encoding in their Real Beauty campaign? one's need to promote positivity and be socially
translates the internal thought of the sender into responsible. The
a language which can be understandable. Ans- Overall, the Dove campaign accurately assessed
the perceived barriers of the target audience. Many campaign's positive emotional appeals and logical
Message: The subject matter of communication women feel like they are not beautiful, and feel like appeals have ultimately helped to create support for
is termed as messages. It includes ideas, they are all alone.Dove recognized this fear and made their products..
feelings, suggestions, order, etc., which a it completely normal to acknowledge these beliefs
sender wants to convey to the receiver. and unite with other women. Dove also hit upon
one's need for affirmation. Ultimately,Dove is not just Are there any ways in which Dove's campaign has
selling soap and lotion, but rather acceptance and been unsuccessful? What controversies have been
Media: The path, channel or medium through
which encoded message is transmitted to the validation.From their bold advertisements with raised?
receiver is known as media. It is the carrier of normal-sized models wearing their realcurves, Dove
the message. It can be in written form, face to immediately puts out an image of strength and pride. Ans- Many of Dove's critics were first to point out
face, through telephone, letter, internet, etc. They squashed the stigma that comes with talking their association with hypocritical companies. The
about beauty. Because many people are afraid to brand's owner, Unilever, is the parent company of
Decoding: The process of translating the publicly announce their self-esteem issues, Dove Slim Fast, Axe, and Fair & Lovely Skin-lightening
encoded message into an effective language, created an online forum where people can get advice Cream. These other brands/products owned by
which can be understood by the receiver is and read lifestyle articles. Dove created a voice for Unilever sell a negative image of beauty and
known as decoding. In this, the encoded people on the shyer side, and utilized social media materialism. Slim Fast has been criticized for its image
symbols of the sender are converted. platforms to spread awareness. Instead of verbally about the necessity of being thin, while Axe has been
pledging to love themselves, people can write given the cold shoulder for being sexist. Fair & Lovely
Receiver: The person who receives the #ChooseBeautiful online via social media and instantly Skin-lightening Cream encourages dark-skinned
message of the sender is known as the receiver. be surrounded by thousands of others doing the same women in other countries to become more Western -
thing. Dove has a YouTube channelwhere people can ultimately telling them that their natural beauty is not
Feedback: In order to complete the process of watch videos about confidence, as well as Facebook good enough. With such contradictory messages,
communication, feedback is essential. The and Twitter pages.Additionally, Dove brings the Dove has received a bit of backlash. Having said that, I
process of reversal of communication in which support directly to their consumers. Dove hosts self- think that the negativity should be redirected toward
the receiver expresses his reaction to the sender esteemworkshops for young girls, and provides online Unilever, as it is the owner of such conflicting brands.
of the message is known as feedback. Feedback toolkits for those looking to help others intheir Dove does not have control over the branding image
ensures that the receiver has received and community. Dove has made sharing one's opinion and of Unilever's other companies. Putting the Unilever
understood the message. making a positive impact on others much easier. issue aside, Dove has still faced some criticism. Dove's
products have been criticized for putting out
Noise: Any construction or hindrance which What were the intended objectives of the Dove conflicting messages. While they sell soap and body
hampers the communication process is known campaign and how were they accomplished? wash that nourish one's natural beauty, they also sell
as noise. The hindrance may be caused to the firming creams ultimately suggesting that cellulite
sender, message or receiver. It acts as a barrier needs to go. Others say that Dove's advertisements
to effective communication and because of this Ans- Dove had quite a few objectives for their only focus on a small subset of women. However,
message is interpreted differently by the campaign. Firstly, there was a major behavior from the beginning Dove has shown women of
receiver. Disturbance in the telephone line, objective in which the company wanted to increase different body types in their ads. They have also
inattentive receiver, faulty decoding, poor sales of Dove beauty products. They did so by creating expanded their reach by showing women of different
internet connection, improper gestures and an entirely new image for the brand - an image of ages and ethnicities. Either way, whether the
postures, etc., are some examples of noise. confidence and a more truthful beauty. Dove started response is positive or negative, Dove is provoking
out with a bang, putting up billboards around the society to talk about female empowerment. Since the
Q-Using Dove Real Beauty Sketches Campaign as one world of regular women in undergarments - not your launch of Dove's campaign in 2004, other companies
example, what do you think are important tactics to average models. These advertisements were have begun to talk about beauty, power, and
making a video go viral? interactive, as passers-by could vote on whether the feminism. Always has come out with its "#LikeaGirl"
photo was "wrinkled or wonderful", "fat or fab" movement that challenges the negative connotation
(Russell, 2014). The results of the questions were associated with the phrase "you throw like a girl",
A-There are several tactics that can increase the updated and displayed on the billboard, ultimately while Pantene has moved toward a "#NotSorry"
chances of a video going viral, such as: shoving the question of beauty in the world's face. direction, highlighting the fact that women tend to
Hand in hand, both behavior and belief obiectives over-apologize in situations (Russell, 2014).
Creating an emotional connection with the audience: were utilized to attain their goals. Dove increased
A video that evokes strong emotions, such as media coverage, created a strong social media
happiness, sadness, or surprise, is more likely to be campaign, and made unique commercials. Ads were
shared. seen on billboards, magazines, television, and the
internet. Dove's Campaign for Real Beauty was
discussed on talk shows like The Ellen Show and Good
Creating a sense of relatability: A video that resonates
Morning America. Not only did they incorporate
with people's personal experiences or challenges will
opinion leaders like Oprah and Ellen into the
be more relatable and more likely to be shared.
discussion, but one of their commercials aired during
the Super Bowl for millions to see. Dove also wanted
Creating a sense of community: A video that to create discussion about the meaning of beauty.
encourages people to share their own experiences or This was achieved by creating blog spaces and
participate in a challenge will create a sense of activities on the Campaign for Real Beauty website, so
community and encourage sharing. consumers could support the movement and have a
safe space to talk
Creating a sense of urgency: A video that highlights a
time-sensitive issue or calls for immediate action will How did Dove go about creating competitive
create a sense of urgency and encourage sharing. superiority? What appeals were used?

Creating a sense of uniqueness: A video that is unique Ans- Dove somewhat utilized a benefit to cost
and stands out from others in its category will be superiority in which they emphasized the benefits of
more likely to be shared. their products. They have repositioned themselves
from a beauty brand to a personal care brand. Dove
Using Influencers or celebrities with large followings also created partnerships with Girls & Boys Club of
can also be a great way to increase the visibility and America, Girl Scouts, and other organizations to start
reach of a video. discussions about body image and positivity. In doing
so, they have created a positive image of the brand.