Dove advertising: Representation and Communication
Dove advertising: Representation and Communication
Learning objective
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Dove advertising: Representation and Communication
Learning objective
Today's Goals
Dove advertising: Representation and communication
Representation & Communication
1. In what ways do advertisers communicate various representations of women and why?
2. To what extent are the representations in the advertisements honest forms of communication?
Current and ongoing campaigns
#NoLikesNeeded
Project #ShowUs
"The Dove Code" - A set of guidelines for creating more representative and authentic AI-generated content
"Real beauty pledge" - Campaign for real beauty
Pitching your advertisement
You will pitch your advertisement to investors.
You must argue, as a group, why your Dove advertisement or online brand awareness campaign should be aired.
You will inform the investors what techniques you used and why they will successfully persuade the target audience (who are they?) to buy the product or feel sympathetic towards the brand.
Research which campaign your commercial is from and what product it is trying to promote and what value it is attaching to the brand.
Today's Goals
Dove advertising: Representation and communication
Read "The Dove Code" and "The Real Beauty Pledge" - see links in class stream Pitching your commercial or brand awareness campaign
Homework: reading and finding particular information
Current and ongoing campaigns, mission and vision
#NoLikesNeeded
Project #ShowUs
"The Dove Code" - A set of guidelines for creating more representative and authentic AI-generated content
"Real beauty pledge" - Campaign for real beauty
Read Dove's Vision - linked in the LessonUp
Additionally explore the missions and current campaigns linked in the class stream in MB
Lean more towards this brand
Draws the target audience in
builds up credibility
put together
pick up on
play on the values
as soon as you lay your eyes on it
pushes the viewer to buy
light faces pop out
wants to get across
go hand in hand with
straight up telling us
feel affinity to this brand
attracts the target audience
increases credibility
impecable
identify
manipulate values
attention is immediately drawn to
persuades the viewer to purchase
awareness is drawn to light tones
wishes to influence
additionally
direct address
Lean more towards this brand
Draws the target audience in
builds up credibility
put together
pick up on
play on the values
as soon as you lay your eyes on it
pushes the viewer to buy
light faces pop out
wants to get across
go hand in hand with
straight up telling us
manipulate values
wishes to influence
persuades the viewer to purchase
attracts the target audience
increases credibility
direct address
feel affinity to this brand
attention is immediately drawn to
impecable
additionally
identify
awareness is drawn to light tones
