“Dove Evolution”

Introduction

Advertising is an integral part of the promotional and marketing strategies. Advertising is an element that helps an organization to transfer the messages that through which they can get the attention of the customers. There are some advertisement campaigns that become famous on different basis. The purpose of this essay is also to talk about one of the advertisements. The advertisement that this paper aims to talk about is the advertisement of dove which is often regarded as “Dove Evolution” campaign. The objective of this essay is to undertake discussion about Dove Evolution advertisement campaign from a particular perspective. This particular perspective is defined in the thesis statement.

Thesis Statement

Dove Evolution advertisement campaign was targeted to young female audience. This advertisement campaign made an attempt to capture the attention of the audience in an unconventional way. The discussion that is done in the following part of the paper supports the thesis statement.

Background of the Advertisement

Introduced in 2006, Dove's Evolution ad was released over the internet through YouTube. Well-received, the ad garnered over 12 million views and won several advertising awards. Evolution, exposing the unrealistic nature of beauty advertisements, promoted the Dove Self-Esteem Fund and the Dove Real Beauty Workshop for Girls both of which seek to broaden the conventional definition of beauty. By promoting the fund and workshop, the ad simultaneously promoted the Dove brand, which creates several personal care products including soaps, hair products and facial care products (Hughes, pp. 4).

Message of the Advertisement Supports the Thesis Statement

If we assess the commercial of the dove evolution campaign to explore whether the message or the content of it persuades its audience of its central claim and reason or not then it would be revealed to us that the advertisement is highly successful in delivering its message to the audience. The message that the marketers want to convey through this advertisement is to give boos to the simple beauty. The message about the simple beauty is related to the gender female. The model of the advertisement is also a young female so this is also clear that the message is directed towards young female.

Back in 2006, Dove released its evolution advertisement. It highlighted how natural beauty often distorted in the world of fashion to create an ever immaculate image of perfection which does not exist. We know this is old news, but ladies not only love this campaign, but champion how Dove exposed the cracks of the industry to make them feel more beautiful, also set Dove aside from other beauty campaigns which use the image of the unattainable to sell products. The evolution advertisement is a part of Dove's Real Women ad campaign. The campaign seems to come from Dove's belief system rather than a marketing ploy, and even though the advertisements helped increase Dove's revenue in the USA last year by 700%, they did so because people identified with the message of the advertisement to get that acceptance with a belief takes sincerity. The advertisements are a consistent ...