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.
[...] 14/21 In order to analyze the communication of Dove during the campaign for real beauty, we first identified the objectives and role of this IMC campaign and then we analyzed the use of the IMC tools relating with the hierarchy response model. In fact the objectives of Dove were to improve the customer loyalty and increase the sales with the development of a new belief in the consumer mind: the real beauty. The use of the IMC is to profit from the new value that an IMC campaign gives. [...]
[...] According to Belch and Belch (2004), the hierarchical response models were the primary focus of approaches for studying receiver's responses to marketing communications. But some others approaches will be developed to examine the nature of consumers' reaction. One of these new approaches is the Elaboration Likelihood Model of Petty and Cacioppo (1983). The ELM is based on the belief that individuals will take the time to consider persuasive communication messages that are designed to change consumer attitudes. According to the ELM, there are two basic routes to persuasion: the central processing route and the peripheral route. [...]
[...] In summary, Dove adapts its communication to the evolution of the market and use new methods of advertising to reach its objectives. IV) Evaluation of the Response Hierarchy Models “Communication can be defined as transmitting, receiving and processing information” (Clow and Baack, 2004). This definition means that communication is a process which sends a message from a person or a group to another person or group, as displayed in appendix 1. The message needs to take the appearance that the receiver can understand. [...]
[...] (Clow and Baack, 2004) The Dove Campaign for Real Beauty has three major objectives: Change customer beliefs or attitudes with the development of a new type of message: the real beauty. Increase the market shares and sales of Dove with the promotion of new and existing beauty products. Develop customer loyalty, through direct interaction between customer and the brand. Firstly Dove introduces the Dove Campaign for Real Beauty as a brand image campaign. Indeed, they wanted to create a link between the brand and their own definition of real beauty. [...]
[...] The Dove Campaign for Real Beauty uses four of the advertising tools: the television, the press, the internet and the outdoor. All the advertisements are focused on the meaning of beauty. Dove changes the consumer's belief and demonstrates the sense of the real beauty in the advertisement. For example: in the viral clip “evolution”, Dove points out the role of the informatics tools to make modifications on a picture of a model. The advantages of advertisement are the control of the message, the ability to create a new image associated with the Dove Company and the few costs in particular with the outdoor campaign. [...]
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