CCT356+-+Online+Ad+Critique

CCT356 - Online Ad Critique

The first online ad campaign that I chose to focus on was Dove’s campaign for real beauty ads. I thought that Dove took a truly unique approach that set out not simply to sell products but to spark discussion, break stereotypes and inspire change as well. The main message behind the ads was that beauty is not reserved for super models who project a narrow standard of perfection, but for everyone. This message is conveyed through their use of normal everyday women in all of their ads as opposed to professional models.

 The Dove campaign worked hard to broaden their target audience. Though it is clear that the campaign is highly (almost exclusively) marketed towards women they did manage to include all types of women within their scope by showcasing women of all shapes, sizes, ages and colours in their ad campaigns. They have also recently added men to the roster with the introduction of their Men’s line of skincare products.

 I stumbled upon these ads a few years ago when I saw their short video (see below) depicting the powers of Photoshop and makeup artistry. While I thought the ad was an interesting way to raise awareness about issues such as body image I had no idea that the campaign for real beauty was such a huge undertaking.

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[Original video found here: []]

The Dove online advertising campaign employed an enormous variety of techniques; they definitely did not leave a single stone unturned in their campaign. The campaign includes various discussion forums, the Dove Movement for Self Esteem, The Self Esteem Fund, 5 videos circulated online and on television, online quizzes and interactive material and even a play that was commissioned by Dove. It is clear that this advertising campaign was a truly grand undertaking, operating on a variety of media outlets and educational platforms, the campaign is definitely far from one dimensional.

The campaign has been highly successful with millions of hits on their website as well as views on Youtube, it is clear that the campaign has had a vast impact. The campaign has also been success in raising donations for the Dove Self Esteem Fund which made it possible for 373,000 Canadian girls to participate in workshops held all over the country.


 * __References__**

"Evolution ." Dove. Web. 8 Feb 2011. 

"Campaign For Real Beauty." Web. 8 Feb 2011. .