DOVE PRESENTS A UNIQUE MESSAGE IN ITS ADVERTISING COMPARED TO ITS COMPETITORS IN THE COSMETICS INDUSTRY. DEFINE THE MEANING OF THE WORD “BEAUTY” DOVE IS PRESENTING VERSUS ITS COMPETITORS. PROVIDE SPECIFIC EXAMPLES OF HOW THE MEANING OF THE WORD IS PORTRAYED IN COMMERCIALS.
Dove’s competitors in the cosmetics industry presented a very limited definition of the meaning of the word beauty in their commercials by using stereotypically perfect looking models, who were treated by retouching, to portray beauty as tall, thin and young. The average woman was excluded from this definition because the models used in the advertisements showed an image of beauty that had little relationship to how typical women actually look. In contrast, Dove redefined the meaning of of the word beauty in the relaunch of Dove by presenting a much broader definition of beauty: one which included women of all forms, shapes and ages.
Dove used regular, everyday looking women of different forms, cultures, sizes and ages to portray their meaning of the word beauty in their commercials. In one commercial women of different ages, shapes and racial backgrounds were shown dressed only in their “bras and knickers” showing that these women were self-confident about their bodies. Also, the women were laughing among themselves which showed viewers that they were happy to be themselves.
Another commercial demonstrated a regular woman (she even had blemishes on her face) going through the process of having her photo taken for a billboard advertisement. After significant amounts of make-up were applied to the model and her picture was taken, the photo was electronically altered to significantly change her features (for instance, her eyes were widened). The picture actually placed on the billboard had very little resemblance to how the model had actually looked when she entered the studio. Dove’s message about the meaning of beauty was shown at the end of the ad in the statement “No wonder your...