Advertising - media paper 1

flashcards yippee!!

When was the Dove campaign made?

2017

What were the objectives of Dove’s campaign?

To empower mothers, to unite women, to enable ‘real’ people to see themselves represented in adverts, and to compete with J&J.

What is Dove’s slogan for this campaign?

Real life, Real Beauty

What text is used in the Dove advert?

Hashtag- #BeautifullyRealMoms, Slogan- Real life Real beauty, and brand name- baby Dove.

What is the purpose of the hashtag?

To appeal to the digital native (specifically targeting millennial mothers), and encourages audience interaction and participation.

How is media language used in the Dove advert?

Shot type - wide shot is used with deep focus photography.

Slogan - real life, real beauty, repetition of ‘real’ anchors campaign objectives.

Setting - shot in a realistic messy kitchen, not a conventional studio shot.

Layout - slogan and logo are in the top left corner of the advert, and hashtag in the bottom right corner (link to recency effect).