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Dove campain for real beauty

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Advanced

About the document

Published date
Language
documents in English
Format
pdf
Type
case study
Pages
21 pages
Level
Advanced
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4 times
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  1. Objectives of Dove campaign
  2. Purpose of Dove website
  3. The role of integrated marketing communications
  4. The role of integrated marketing communications
  5. Linking Marketing Communications Tools to response
  6. Stages

The Dove campaign for real beauty: "Sources that are likeable or hold celebrity status are able to positively influence consumers' attitudes towards the advertisement, and the advertised brand" (Belch and Belch, 1998). This statement explains the large use of celebrities and models by the marketers in the advertisement. These celebrity or models become the standard reference of beauty for the audience population. But is thus true or real beauty, and can the target group really identify themselves with this form of beauty? Beauty may be defined as: "the quality present in a thing or person that gives intense pleasure or deep satisfaction to the mind, arising from sensory manifestations (as shape, color, sound, etc.)(Dictionary.com, 2007). According to Belch and Belch (2004), advertising is any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.

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