This dove advertisement is an example of targeting and segmentation. It is targeting a specific type of woman and speaks to a specific age group. No one wants to age, because so often it is associated with the loss of beauty. The human race values beauty highly, which is a universal concept. Women specifically are pressured to be or stay beautiful and the pursuit of beauty doesn’t end at a specific age. This advertisement and the campaign Dove began launched a world wide effort to advertise “real” beauty in an industry where realistic isn’t what’s advertised. The unattainable images of perfection that are touched up, tinted, and promoted world-wide giving women and men a false sense of what beauty is.
The consumption community for this …show more content…
With this ad and the campaign that followed it caused discussion that transformed customer perspective and the industry’s perspective of what was acceptable to publish in ads. Imperfect was more attractive to customers because of the attainability.
There may have been some subliminal messaging because this photo could be considered sexual in nature and provocative, but it is censored, because it covers up some of the more explicit portions of her body. The perception of this picture would be culturally unacceptable base on culture and schema. The marketing team must have been targeting a more liberal audience when planning this campaign.
The object is a new line of healthy aging beauty products, the sign is a confident, strong, happy, loved, elderly woman, but the interpretation is healthy happy woman past her time, but still …show more content…
The broad-mindedness and vision that the creative team must have had is astounding. They were able to market the product in a way that shocked and intrigued customers without disgusting them and then making realistic promises while changing the perception of the goal. Anti-aging isn’t what is needed to be beautiful, health is beautiful, being a healthy imperfect you is what they were marketing. They were tasteful and polite in their delivery and they were socially aware of where they placed the ad, and what audience would view, which is the woman in all of her naked glory. I believe the piece was very well done.
References
Dove: The perfect success story in advertising. (n.d.). Retrieved October 15, 2016, from http://www.womenology.com/sectors/beauty-toiletries/dove-perfect-success-story-advertising/
Macleod, D. (2016, February 25). Dove Pro-Age Women. Retrieved October 17, 2016, from http://advertisingforadults.com/2007/02/dove-pro-age-women/
Solomon, M. R. (1999). Consumer behavior: Buying, having, and being. Upper Saddle River, NJ: Prentice Hall.
Sunderland, P. L., & Denny, R. M. (2007). Doing anthropology in consumer research. Walnut Creek, CA: Left Coast
The consumption community for this …show more content…
With this ad and the campaign that followed it caused discussion that transformed customer perspective and the industry’s perspective of what was acceptable to publish in ads. Imperfect was more attractive to customers because of the attainability.
There may have been some subliminal messaging because this photo could be considered sexual in nature and provocative, but it is censored, because it covers up some of the more explicit portions of her body. The perception of this picture would be culturally unacceptable base on culture and schema. The marketing team must have been targeting a more liberal audience when planning this campaign.
The object is a new line of healthy aging beauty products, the sign is a confident, strong, happy, loved, elderly woman, but the interpretation is healthy happy woman past her time, but still …show more content…
The broad-mindedness and vision that the creative team must have had is astounding. They were able to market the product in a way that shocked and intrigued customers without disgusting them and then making realistic promises while changing the perception of the goal. Anti-aging isn’t what is needed to be beautiful, health is beautiful, being a healthy imperfect you is what they were marketing. They were tasteful and polite in their delivery and they were socially aware of where they placed the ad, and what audience would view, which is the woman in all of her naked glory. I believe the piece was very well done.
References
Dove: The perfect success story in advertising. (n.d.). Retrieved October 15, 2016, from http://www.womenology.com/sectors/beauty-toiletries/dove-perfect-success-story-advertising/
Macleod, D. (2016, February 25). Dove Pro-Age Women. Retrieved October 17, 2016, from http://advertisingforadults.com/2007/02/dove-pro-age-women/
Solomon, M. R. (1999). Consumer behavior: Buying, having, and being. Upper Saddle River, NJ: Prentice Hall.
Sunderland, P. L., & Denny, R. M. (2007). Doing anthropology in consumer research. Walnut Creek, CA: Left Coast