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EN3561 Case Study

Dove launched its Real Beauty campaign in 2004 to promote a broader definition of beauty and increase women's confidence in their appearance. The campaign featured everyday women rather than models and highlighted women's natural features. This approach sparked worldwide discussion about unrealistic beauty standards. Dove also used consensus and likability to persuade viewers, featuring relatable spokespeople like blind YouTube influencer Molly Burke. The Real Beauty Sketches video emotionally appealed to women by showing them as more beautiful than they saw themselves, subtly promoting Dove's brand message without explicitly mentioning products.

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50 views2 pages

EN3561 Case Study

Dove launched its Real Beauty campaign in 2004 to promote a broader definition of beauty and increase women's confidence in their appearance. The campaign featured everyday women rather than models and highlighted women's natural features. This approach sparked worldwide discussion about unrealistic beauty standards. Dove also used consensus and likability to persuade viewers, featuring relatable spokespeople like blind YouTube influencer Molly Burke. The Real Beauty Sketches video emotionally appealed to women by showing them as more beautiful than they saw themselves, subtly promoting Dove's brand message without explicitly mentioning products.

Uploaded by

Muqdas hayat
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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EN3561 Advertising copywriting in English

Case Study
IMRAN Muqdas Hayat (56711007)

To change, educate, and inspire women about the true concept of beauty and to help them
feel confident in their skin, Dove introduced the timeless Real Beauty Campaign in 2004. The
primary message from the Dove advertisement was that physical attractiveness should stop
being a cause of insecurity and instead become a source of confidence and that women’s
distinctive features should be cherished rather than disregarded.

The Dove campaign’s persuasiveness could be seen by its ability to spark a worldwide
discussion about extending the meaning of beauty is one of its most significant
accomplishments. The primary problem being addressed was the continued employment of
idealised, unattainable pictures, which subsequently place limitations on the notion of beauty.
By defying beauty conventions, Dove attempted to change the culture of advertising.

In terms of visuals, instead of using professional models, adverts on billboards included


images of everyday women with messages asking for votes on whether they were “Fit or Fat”
or “Withered or wonderful”. Real women with flaws were chosen for the campaign whose
physical traits deviate from accepted beauty standards, such as older women with wrinkles
and overweight women. Since they could be related to the female audience and gave the
media a fresh perspective, real women were appealing and pleasant to their female audience.
The campaign’s success is demonstrated by its massive media attention, such as when The
View, Good Morning America, and The Today Show requested the models to attend as
guests. Along with this beauty campaign, Dove released an image of numerous realistic
ladies in white bikinis smiling. This emotive marketing campaign successfully persuaded
Dove’s target audience, women, to connect with the brand on a personal level. Dove
successfully changed the brand impression and sold their goods by using the following
persuasive concepts.

Consensus was one persuasive strategy that Dove employed throughout their campaign.
Humans rely on social signals from other people to decide how to act and feel in different
circumstances. Seeing others with whom they have commonalities is one such cue. They are
more likely to respond when they witness a person who appears to be “normal” like
themselves doing so.
The persuasive principle of liking was applied by Dove as well. Dove carefully selected
ambassadors for their campaign that people could identify with, find relatable, and consider
friends. Dove Ambassador Molly Burke, a YouTuber well-known for being blind and helping
the blind community by enlightening others on YouTube, is an illustration of this. Because
she is blind, Molly became a spokesperson for Dove’s foamy body wash to emphasise the joy
of having a sensory experience when showering. Due to their liking for Molly, many visually
challenged people may be tempted to buy Dove’s Foaming Body Wash.

The Real Beauty Sketches campaign by Dove persuaded viewers that the company cares
about their well-being and happiness by appealing to the powerful emotions of the female
audience of all ages and providing a sympathetic message about the uniqueness and beauty of
each woman. As none of the individuals featured in the Real Beauty Sketches film mentions
Dove or the names of any of its products, it might be seen as a substitute commercial. Yet the
video has a deep connection to the brand. White, blue, and gold are the primary colours used
in the video, which are typical for the brand. The background music is calming, and there is a
lot of light. Hence, the overall ambience of the film is tranquil yet a little depressing to reflect
the emotions of the ladies, which include quiet and pleasant surprise followed by the
realisation that they have been overly critical of themselves. The only text in the video is,
“You are more beautiful than you think,” in the font that Dove has always used in its
advertisements. In this way, even though the brand or product’s name does not appear
anywhere in the film, it is still connected to the brand.

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