Dove Real Beauty Campaign - Find Your Real Beauty with Friend

Dove Real Beauty Campaign

“Find Your Real Beauty with friend”

Hotel Advertising Management

Prof. Shin Hong Chul

2012105285 유가영(Grace2)

2013102081 조보람(Grace3)

2014105171 Anisha Chhetri

2014105194 Maria Jose Caceres

2012100199 R. Laura Mata L.

Contents

1. Introduction

1. Motivation
2. How we made this advertising

1. Advertising

1. Message Contents
2. Message Appeal
3. Target Audience
4. Strength & Limitation

1. Conclusion

1. Summary of Advertising
2. Suggestions

1. Reference

1.        Introduction

A.        Motivation

        As our project for mid-term was targeted mainly for females, one of the topics we had chosen was Dove Advertisements. Dove has had advertisement success since 1960s and even today, it remains as one of those few emotional and yet creative advertises of all times. When you talk about emotional advertisements, you cannot miss out on Dove Real Beauty Campaign, which has been causing hot issues all over the world in terms of women self-esteem.

Through their main page at www.dove.com ; Dove has been effectively reaching out to millions of women all over the world through this particular campaign.

Now in its tenth year, the Dove Real Beauty Campaign has released a series of digital and video ads all preaching “a world where beauty is a source of confidence, not anxiety”. These ads feature women in a variety of shapes, ages and colors which is very refreshing. They also have many videos (site and youtube), the famous ones being “Real Beauty Sketches”, “Dove Choose Beautiful”, “Like a Girl” etc. Therefore, following a similar concept of these Beauty Campaigns, our group also was inspired to make this video on self-esteem, on how women perceive their own beauty vs. how their friends or other people perceive their beauty. We were motivated to make this because; most of us females have been affected with the standards of beauty at some point. Society has different concepts of beauty for us females, and as a part of the society we all want to fit in. It is maybe because of this reason, females have started focusing so much on the negative parts about their own body, complaining and focusing only on what they don’t like about themselves. Therefore, we wanted to show this particular negativity that females tend to have about themselves. However, we all can be so obsessed with our negative traits that we forget to look at what indeed makes us beautiful. What we hate about ourselves, someone else could love that about us. So, through this video, we have tried to show that why do we always focus so much on our negative traits and also with a message that, if other people can find beauty in us so easily, why is it so difficult for us to find beauty in our own self.