TASK 4

ADVERTISEMENT ANALYSIS

Critical analysis of an audio-visual advertisement.

SELECTED ADVERTISEMENT: DOVE Real Beauty Sketches

1. TARGET AUDIENCE: Young and middle-aged women.

2. KEY SELLING MESSAGE: You're more beautiful than you think.

3. OTHER ALLIED MESSAGES IN THE ADVERTISEMENT:

        - We often over-analyze ourselves to the point where it lowers self esteem.

        - We notice and value the beauty in others.

4. TONE OF THE AD:

        The advertisement carries a calm, friendly and comfortable tone. It is in line with the advertisement's overall theme. It has a reflective and appreciative tenor.

5. APPEALS USED IN THE AD:

        The advertisement uses emotional appeal to capture audience attention and relay the message effectively.

6. EMOTIONS USED IN THE AD:

        The advertisement targets the emotions of self-reflection, empathy, surprise, positivity and compassion.

7. AD PRODUCTION:

        - The experiment is conducted in a sizable room with minimal decor.

        - Cool colours and lots of white.

        - Polite background music in low volume.

        - Realistic sound effects - pencil on paper, footsteps, etc.

        - A great number of close-ups.

        - Video production that combines narrative and testimonials.

        - Slow and horizontal camera movements.

        - Realistic camera shakes that lend naturality.

        - Extensive use of cut-ins and cut-aways.

8. PRODUCT PLACEMENT:

        The advertisement does not feature exclusive placement of the product in frame. It is an institutional advertisement that aims to build and maintain brand image.

9. BRANDING AND MANDATORIES:

        The DOVE logo appears at the end of the video. Other information include the link to the entire experiment campaign for further viewing.

10. CULTURAL SIGNIFICANCE OF THE ADVERTISEMENT:

        The advertisement challenges the existing standards of beauty in today's society and helps boost self esteem. Further, it empowers women by promoting positive body image and self confidence.

11. WHAT WORKS AND DOESN'T IN THE ADVERTISEMENT?

        What works? The emotional appeal of the advertisement captures the audience's attention and conveys the message in a simple and memorable way. The key message, "You're more beautiful than you think" is relevant in today's society. Most people relate to the concerns of body image and self acceptance. The advertisement and its message is the product of a social experiment. Therefore, it draws from reality and is close to hearts.

        What doesn't work? The emphasis of Dove's message is mostly on outward appearances. It casts a shadow over one's inner qualities, abilities and potential. The contradicting ideas conveyed by Unilever's other products, such as Glow and Lovely, weakens Dove's message of embracing real beauty.

12. SUGGESTIONS/ RECOMMENDATIONS TO BETTER THE ADVERTISEMENT:

        The advertisement features multiple women, however, it lacks diversity in representation - ethnicity, age, body and skin type, etc. In my perspective, Dove must also work to dispel the myth that one's value comes solely from physical appearance. Moreover, Dove has expanded into men's care, thus its advertising must also address issues  with self esteem and body image for men.