Friday, January 25, 2008

Dove Gets it Right Again

Watch this. Nuff said.

7 comments:

Anonymous said...

Well, no, they really really don't.

http://www.youtube.com/watch?v=SwDEF-w4rJk

Dove is still part of the beauty industry. It's parent company, Unilever, doesn't care what kind of messages it sends out as long as the company makes money.

devi said...

True... But I rather like the fact that, at least in this case, they're making money off of women feeling slightly better about their bodies (their Pro-Age spot was gorgeous).

Child companies often have different corporate philosophies and advertising objectives than their parents.

Personally, I've always been more upset that their parent also owns Slimfast.

thoughtracer said...

The editing on that is brilliant.

Corinna Makris said...

Anonymous,

Thank you for your comment and the youtube link. I watched the video and I still am not moved to change my mind nor am I offended by Unliever and it's subsidiaries advertising policies.

When confronted by advertising the human brain does not register "the parent company." The brain merely registers the message. That's what makes advertising such a powerful tool in marketing merchandise.

I feel very strongly that it is important to acknowledge the good in the Dove advertising campaigns even if you can still find other associations that seem bad. Acknowledge this good thing, and the company promoting this good thing, and more will come.

In general I am not opposed to the beauty industry. I want products, and to sell products a company must convey a message that you will be better off if you spend money on what they are selling. This is a basic tool of Capitalism.

Advertising campaigns for products differ greatly even when owned by the same company.

I still applaud the Dove Campaign for Real Beauty even though I find the ads for Axe ridiculous and juvenile. Those ads for Ave are effective because they speak to their target audience - young men who want to attract women. The ads for Dove are effective because they speak to a generation of consumers who are interested in how we are affected by the media. The images are still compelling - regardless of Unilver's bottom line.

Anonymous said...

Wow!

Anonymous said...

I like this video. Beautfy is not only the appearance, but also the inside of the body. What does beauty really mean. Who knows. I will share this video with my friends at bbw chat club bigpersonal.com

slackermommy said...

So disturbingly true.