Discourse Analysis on Dove Advertisement

Jennifer Mae Familara

Discourse Analysis on Dove Advertisement

Headline:         

The headline says, “Imagine a world where beauty is a source of confidence, not anxiety.” [pic 1]

In this headline, the makers of this ads try to persuade the attention of the readers’ sights. Dissecting it from the use of words like “Imagine a world”, this phrase refers on how imaginary world would be great. The makers want to tell that the people in this world have set the standards on how the beauty should be seen. The standards that make every people insecure with their own appearance. Confidence has always been a big deal to every human being, it’s hard to earn and easy to lose. Losing confidence would trigger anxiety. Anxiety may come anytime and anywhere. The goal of the ad is to stop the anxiety and make this world a better place to live in by gaining confidence and changing how beauty must be seen.

Illustration:

The American-African girl depicts how we should embrace every beauty every individual has. Every race and color are beautiful in their own way. It also illustrates that at a young age, confidence must be built. The doves illustrate their brand “Dove”.  The “Join Us” tab wants to encourage the people to join them in raising their advocacy.

Body Copy:

The body copy of this ad is “Imagine a world where beauty is a source of confidence, not anxiety.”. The ad maker wants to raise awareness on mental health and how does the confidence play a big factor. The body copy gives information on how important confidence is, and how each race must be respected on their own beauty. The ad maker wants everyone to know how beauty should be source of strength and confidence, not the one that gives anxiety.

Conclusion:

From the language of the advertisement, the ad maker wants to tackle the racism, bullying, and mental health issues. This technique may persuade the attentions of the people especially those people who were victims and the makers also want to raise the mental health awareness advocacy. The ad-makers use a young child to tell that even at young age, we can have anxiety and confidence building must start at a very young age. The “Join Us” tab on the lower right corner is asking the people to join the movement on raising the awareness.  The advertisement motive is to promote confidence through each beauty and stop the setting standards. The message behind this advertisement is that Dove wants to change people’s perception on how to use beauty as a confidence booster, not a source of anxiety