Wednesday, 5 November 2008

Dove (Andrea's)

1. What does this discussion mean to the meaning of the brand?
In most of the blogs the comments and discussions are about creating beauty in all women and girls and that each individual has an inner beauty and beauty comes in various sizes, shapes and ages . The campaign for Real Beauty was created to widen the definition of beauty. It clearly has done this well. Some perceive the campaign as giving everyone the ability to “feel beautiful” and that by buying Dove products, you too can reach your full potential. Women agree about moving away from the stereotypes of women. There is blog posts about how to help girls have higher self-esteems. Mother’s are posting about how to teach their daughters that they are beautiful. People get tired of seeing the sexual, model type pictures of women, they feel a lot better when they see a natural women. Quite a few woman are happy with the Real Beauty Campaign. One blogger posted “Its not perfect, but its a good step in the right direction. No one other mainstream beauty business has done more to expose the dangerous misrepresentation of women in the media.”
Bloggers are also posting negative comments about the campaign and some of the ads. One said the photos of said to be “normal” women are still photo edited to create a type of beauty. Others say they don’t like seeing fat pictures of women and they wonder if it will diminish dreams for beauty. Women are getting very involved in the campaign through community self-esteem classes, beauty workshops for girls, self-esteem funds, etc.

2. Do you see risks for the Dove brand today?
I don’t believe Dove has to worry about any risks. The risk of consumers not being inspired by a brand that doesn’t lead to a new level of attractiveness doesn’t relate to Dove. The campaign which is a type of advertising for Dove products does create a new level of attractiveness. The new attractivness is individual beauty. The billboards and videos of women doesn’t create an ugly, unattractive image. The image is very natural and beautiful, which encourages women to create more beauty in herself through their unique attributes. The Campaign has skyrocketed and entered many other media through talk shows and celebrities accepting it. Dove still advertises for its products and they have an image of creating pure, clean beauty. Some have commented that the campaign may take away from beauty by showing undesirable sizes and shapes. Since the ads and campaigns have a very clear message I don’t think there is a risk.

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