The choice of the slogan on the Dove campaign, "For every beauty", is an original and relevant one. The advertisement itself is original and appeals to common women. Its goal is to not only convince potential customers, but also to develop some trust between the brand and its target.
The company wants the women to understand that these products have been created for them, and not just the usual stereotypical celebrities, who advertise most beauty products. By displaying posters that tell the women that they can be beautiful, Dove wants to restore confidence in women.
Women will be able to quickly relate to this product, in comparison with the other products in the market. They will quickly grasp the message that Dove wants to convey i.e. After using Dove, when they look into the mirror, they will look as beautiful as any celebrity".
The campaign discussed in this document is of particular interest because it represents an important innovation in world of cosmetics. Instead of changing the purchasing behavior, it influences the vision of beauty and image. This campaign marks a sort of turning point.
This document attempts to decipher the copy-strategy used for the advertising campaign in order to fully understand not only the objective, but also the means used to achieve it.
Tags: Dove for the common woman, Dove advertising campaign, Dove advertising slogan
[...] We understand your problems and bring you a solution." In addition, the campaign has resulted in a real hype and the brand has reached its goal with a lot of talk. Promise or benefit Here there is no miracle product accompanied by great explanations. The performance guarantee of this product is not the first element highlighted. This range offers a self-acceptance. It demonstrates that the mere acceptance of oneself is enough to be beautiful, and that Dove can accompany this course. [...]
[...] It is the lifeblood of this advertisement. Moreover the advertising here leaves some freedom of judgment by asking passersby what they think. A poster of a smiling young woman carries the slogan "Round or radiant?' Is a woman of sixty years' wrinkled or radiant? ".This question has a strong influence for the first time since the curves and wrinkles are shown as an advantage in terms of beauty. The evidence is that these women were selected to represent Dove with their beauty. [...]
[...] This campaign was a great success and was rewarded by advertising professionals. These posters are simple, but striking. The goal worked and many women are found on these posters. The promise seems accessible and sincere. This campaign is not selling the dream, but a simple solution that touches the emotions of all women. They feel understood and heard, but also recognized by a brand that has identified more than their expectations and aspirations as they were accepted, and has given them the idea of self-esteem. [...]
[...] as well as retail brands (Dove, The OERAL, Nivea . The main consumer is the woman. Dove stands out from other brands, not only through the products it offers, but especially by his campaign which is innovative and influential, and to which every woman can identify. Objective of advertising The purpose of advertising is obviously to convince potential customers but also to develop trust between the brand and its target. It encourages women to understand that their products have been created for them and not just the usual stereotypes for advertisements. [...]
[...] These women will no longer choose their products based on the merits they boast of, but according to the image they have of the brand. The new trend of advertising is the new advertising strategy launched the era of "realistic" ambassadors; a kind of "reality advertising". The Dove brand has succeeded by being close to its customers and non- sexist. It has managed a "coup". The media campaign was released last year, and we continue to talk about it. It helped inflate the sale significantly and was able to bring both fragile and loyal customers to this segment. [...]
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