What is the message of the Dove ad?

Accompanying the billboard advertisements was the publication of the “Dove Report”, a corporate study which Unilever intended to “[create] a new definition of beauty [which] will free women from self-doubt and encourage them to embrace their real beauty.”

Was the Dove Campaign for Real Beauty successful?

This campaign has won a handful (or two) of ad awards and has sold an enormous amount of product. Sales have increased to $4 billion today from $2.5 billion in its opening campaign year.

What is the dove slogan?

real beauty
Dove’s personal care line, which includes soap, body wash, shampoo and other toiletries, has used the slogan “real beauty” since 2004. Earlier this year, a Morning Consult poll found that consumers have an overwhelmingly positive view of Dove’s brand.

Was the Dove Campaign for Real beauty successful?

How does Dove use social media?

For example, they regularly run targeted social media takeovers that feature their brand partners, such as having body-positive influencer Gabi Fresh take over their Instagram Stories with a Q&A and her own engaging video content.

What are doves known for?

Doves, usually white in color, are used in many settings as symbols of love, peace or as messengers. Doves appear in the symbolism of Judaism, Christianity, Islam and Paganism, and of both military and pacifist groups.

Was the Dove Campaign for Real Beauty a game changer?

The Dove Campaign for Real Beauty has been called a lot of things, from a “game changer” and “a breath of fresh air”, to “hypocritical”, “sexist”, and “sneaky”. So why has the campaign, whose major innovation was to use ads that featured real women rather than airbrushed models or celebrity spokespersons, sparked so much controversy?

What is the campaign for Real Beauty?

Dove launched the “Campaign for Real Beauty” in 2004, in response to the findings of a major global study, The Real Truth About Beauty: A Global Report, which had revealed that only 2% of women around the world would describe themselves as beautiful (Etcoff, Orbach, Scott, & D’Agostino, 2004).

What is the good and bad of the Dove Campaign?

The Good. One of the greatest achievements of the Dove campaign is that it initiated a global conversation to widen the definition of beauty. The main issue being targeted was the repetitive use of unrealistic, unattainable images, which consequently pose restrictions on the definition of beauty.

What is the meaning of perceived similarity in the Dove Campaign?

The notion of perceived similarity, within the context of social comparison theory, suggests that those who are considered similar are assimilated to the self. In relation to the Dove campaign, it could be assumed that these “real” women are perceived as overall similar, leading women to engage in these assimilative processes.