Call For Dad Commercial

Case Study Four “Calls for Dad” Today, ideas of the classic home life are changing. This is being demonstrated by the types of commercials and how products attempt to persuade people. The Dove for Men commercial of “Calls for Dad” really exemplifies this. The case is interesting because it isn’t the way most hygiene products would target men. It doesn’t use women is skimpy clothes or buff guys working out. Dove uses kids calling for their dad as a way to persuade the father or the partner to pick up dove when looking at the body wash, shampoo, or deodorant in a unique and genuine way. The commercial for Dove Men opens with a young child poised to hop in the pool into his dad’s waiting arms, but he first had to call out “daddy” just to make sure his dad is ready for him. The ad continues on with a montage of different scenes of kids calling out “dad.” The ad then has the words “for all the times they’ve answered our call…” Kids continue to call for their dad, a girl with a broken down car, a child stuck on the monkey bars, a women getting married and so on. No other words are ever spoken in the ad except for dad. The commercial ends with “isn’t it time we celebrated dads? Dove men plus care.” Dove …show more content…
In American society something that largely affects persuasion is attractiveness. Consumers would not want to buy hygiene products if they people in the ad seemed unclean in any way. All of the young kids were very sweet looking, the homes and areas around the kids and fathers seemed clean and neat, and the teenage or adult kids were all good looking. Facial expression also played a big role. The dads were making the kids smile and laugh and if the kids were upset or crying, the dad was comforting them. There were no facial expressions showing anger, frustration, or anything of that nature because that would not help to persuade the consumer for this type of