Every sign a woman has on her signifies a different thing. Skip to main content. Not until The Movement for Self-Esteem launch in did spokeswomen tailored to each age group appear. Most of the studies performed by Dove have not been fully released to the public, but statistics and data relating to the campaign are readily available on a variety of websites. Lay out aspirations e.

Although it is difficult to know the exact information about how the Campaign for Real Beauty has been evaluated because it is ongoing, it is safe to say that it has been a successful campaign. The only opinion leaders that were used throughout the Dove campaign were television show hosts that interviewed different behind-the-scenes employees of the campaign in order to promote it. The denotations of the women are: Annual Reports from studies http: Consumers feel the need to own things, and the media itself creates that need. We believe the CFRB focused on the correct public. Dove tries to make the consumer realize they have cellulite thus creating a problem in the consumer’s mind.

The new campaign goes beyond the traditional goals as set bauty by the Campaign for Real Beauty and reaches out to women to be mentors and ambassadors for positive self-esteem. By not presenting the public with a figurehead that was previously known, they were able to use real women as their models and spokespeople.

Susie Orback from London School of Economics 3.

The brand also suggests that for best results the product should be used for numerous of times, daily in order to achieve the desired teal. And recently for their attempt of reaching a new market with their recent campaigns targeting women who don’t see themselves as perfect based on the modern standards of society.


Case Study: Dove’s Campaign for Real Beauty

For women who do not struggle with eating disorders, the campaign presented enough available information. Dove has not addressed any of its opponents as far as I know. Margin of error for U. They placed billboards in major cities, even in Times Square. Reffering to Julia Kristeva’s take on intertextuality, she introduced it as “a horizontal axis connecting the author and reader of a text, and a vertical axis which connects the text to other texts” Kristeva, Dove in the case do that by changing the formula of the product or slightly changing the packaging [see figure 6].


Dove did a great job with the public relations activities of their campaign. These same photos and others like it appeared in magazine ads. Campaigb taken from the website, Dove says what it wants from and for the public.

doves campaign for real beauty case study analysis

Each woman covers a different aspect of beauty and opens up a great forum for women to discuss beauty. Their goal with every decision is to ensure that the public reaction is good, but they go a step further to not only get approval of the public but to encourage the public to be better people through higher selfconfidence and to decrease the inhumanities that occur through bullying.

Through using women diverse in age, shape and size, the campaign. Always work with integrity b. The value placed on research was higher than any other aspect of their plan. Amalysis aired many commercials across the globe. Became ambassadors for the campaign vii.


doves campaign for real beauty case study analysis

Three of the women in the advert [figure one and three] are as if screaming and bending their bodies, that could link to Goffman’s theory of women taking childlike poses by using their entire bodies as a “playful gesticulative device” Goffman, Introduction In Dove, a rea personal care brand owned by Unilever, began to experience a downturn of sales across all products.

Twenty-two articles were written on the campaign, only five of which were negative. Work with others f. Sales of the products features in the ads increased percent in the first two months of the campaign.

Calaméo – Case Study of The Dove for Real Beauty Campaign

They hired StrategyOne, a research firm along with Dr. Make a positive impact c.

doves campaign for real beauty case study analysis

By having the connotations, the consumer can fit into their discourse. The photos appeared to be photoshopped and edited. They have numerous statistics to back their research up. Included survey results from only 10 countries: When the campaign launched, a panel of women who discussed beauty started the analyxis of the movement.

Name change to Movement for Self-Esteem 1. If a consumer buys a product she also buys the meaning behind it and thus buying the product the meaning then transfers onto her.