Advertising (P1)
ADVERTISING
Advertising- the process of making a product known/liked and trusted by the market
Marketing- covers all aspects of getting your product to the market- the research into your audience, branding knowledge, pricing etc. Advertising is just one of several components of marketing.
Things that make an advert memorable: comedy, catchy theme tune, celebrities
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In 2019, the gross value added (GVA) amount generated by the UK advertising industry was £17.9 billion, the UK print advertising spend was £1.4 billion and the UK digital advertising spend was £16.5 billion.
Common themes throughout female beauty products:
- Glowing skin
- Conventionally attractive women
- Exaggerated language
- Enlarged products
- White teeth- clean
- Obvious branding
- Attractive verbs
- Hyper-reality of the models
- Z pattern
- Reviews and statistics
- Dramatic lighting
- Celebrities
Common themes throughout male hygiene products:
- Strength
- Enlarged products
- Cleanliness
- Mainly blue and dark colours- opposite to female with bright colours
- Conventionally attractive men
- Idea of presenting yourself as best as you can
- Imperative verbs telling you what to do
- Photoshop- hyperreality
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- Wide shot
- Male gaze- covered with just blanket
- Enlarged product
- Feminine font style- attracts women to the product, elegance
- Z pattern
- Title of 'miss' may suggest a younger audience
- Celebrity endorsement- Natalie Portman
- Seductive pose
- Rule of thirds- she takes up the majority of the shot- more important than product?
In this advert, there is a dual audience that the product is aimed at. This is because although the product is aimed at men, many women may also purchase the product for their partners. The colour scheme of dark colours such as black and blue suggest strength and the colour scheme is almost the opposite to an advert such as 'Miss Dior', where the colours are light and feminine, symbolising purity. This is a mid shot, which could link to the fact that the attention is on the people more than the product. There is also a Z pattern within the advert, as the viewer's attention goes from the people, to the logo, to the text and finally to the product. The hyper-reality of the enlarged product draws attention to the Nivea bottle. The text choice of 'what men want' creates an idea that men should purchase the product, as well as women buying it for men. The font is bold and in capitals, which makes it more visible. 'Girl not included' could symbolise male dominance and could also indicate a sense of comedy, as it is quite obvious that by purchasing the product, you will not get the girl too. The body language of the woman is feminine and relaxed, and the fact that she is shaving the man may suggest that the product is easy to use. The white box around the edge of the advert draws attention to the centre and means that the focus is on the people.
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PSYCHOLOGY OF COLOURS
Red- increases blood pressure, energy, activity
Pink- sweetness
Orange- energetic, long exposure can create aggression
Yellow- draws attention, fist colour to be processed by human eye
Green- relaxing, environmentally friendly
Blue- royalty, nauseating effect, masculinity, most popular favourite colours among adults
Purple- royal, rich, luxurious
Brown- solidity, strength, natural
Black- used to make other colours pop
White- cleanliness, purity, simplicity, newness
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DOVE
Makes $7.1 million a year
Owned by Unilever
Founded 8th march 1957
Their USP is 'real beauty and self confidence'
- Valued at $64 billion
- Personal hygiene products have played a key role in the fight against COVID19 and the sector's sales remain elevated as hyper hygine-consciousness has not subsided. Rising inflation is contributing to sector value increases, driving by the rising cost of materials
- 37.5% of total revenue will be generated through online sales
- Repetition of 'creams your skin'- USP
- Smiling women
- Colour pallette of white and blue creates a calming and clean feel
- Consistent product in the bottom right corner
- Women calling people about it- so good that they want to talk about it
- Prior to the 21st century, Dove realised that that their use of natural looking women was more appealing to customers.
- Study of 3000 women asked to describe themselves and 54% of them described themselves as 'natural' and 'average' and only 2% described themselves as 'beautiful', with 0% 'gorgeous'
- 72% women admitted that they felt worse after reading a women's magazine
- Dove wanted to change this so they began to include more natural looking women.
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THE STEREOTYPE OF A 'GOOD MOTHER'
- Calm
- Loving
- Organised
- Glamourous
- She is in control of the kitchen
- Motion blur of food creates a real feeling and suggests that it is happening in real time
- Dove targeting mothers
- Busy, fast-paced, stressful
- Normal lives
- Asian women often very underrepresented in advertising
- Implied message: this product will make your life feel less chaotic
- Other companies such as Aveeno show motherhood as beautiful, perfect and relaxing. Dove does the opposite hoping to create their own USP
- Dove conducted a survey to mums and concluded that: 99% of mums feel pressure to be perfect, 81% question if what they're doing is good enough, 75% feel unable to cope at times
Media language
Shot type- wide shot used with deep focus photography to provide the audience with multiple signifiers to read. The audience is 'in the kitchen' and feel the mother's pain
Slogan- 'Real life, real beauty'. Repetition of the word 'real' ensures the advertisement is seen to depart from the use of celebrities and models
Location- shot in a kitchen, departs from typical studio settings and constructs realism
Logo- dove is an established, recognised and trusted brand who have championed diversity and inclusivity
Costume and makeup- everyday life, baggy, un-ironed t shirt
Font- sans serif are often used because they appear impactful, bold and contemporary. This matches the modern outlook of the brand on beauty, self esteem etc.
Media representation
- Representation is positive- chaos is normalised and the children look happy and cared for, the fridge is full
- Represents women positively by challenging stereotypes associated with beauty, glamour and luxuey. Concept of perfection challenged
- Mise-en-scene connotates a middle class family lifestyle and breaks down social barriers by suggesting that the middle class can lead chaotic and unorganised lives- a representation that has often been associated with working and lower class.
- The sole use of a woman in the advert reinforces women as the primary caregiver
- Not stereotypical white family. Ethnicity is represented positively, celebrating and reflecting a multicultural society. often under-represented asian family challenges industry use of white beauty
Demonstrative advert- When an advert demonstrates what their products can do
Associative advert- Doesn't appeal to the features of the product themselves, instead they correlate the product or brand with an activity or lifestyle (e.g dove with body positivity).
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Conventions from a male fragrance advert
- Dark colours such as blue and black
- Celebrity
- Conventially attractive male
- Enlarged product
- City location
- Bold font
- Rock music
- Night setting
- Aspirational lifestyle
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Intertextuality- the shaping of a text's meaning by another text. It is similar work that is designed to reflect and influence an audience's interpretation of the text. It can also be references to wider parts of a campaign.
Hashtags allow the ideas of a wider campaign to be felt and shared
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HASHTAGS
81% moms question if they are good enough
99% feel like they need to be perfect
#BeautifullyRealMoms
- In just 10 days, Dove won 10.3% of market share
- Average time viewing moms posts rose to 8 minutes
Below the line advertising is specific to you and something that you have possibly interacted with
Above the line advertising is completely passive and doesn't require engagement
360 campaign- advertising both above the line and below the line
Dove continues its campaign to bolster women's self esteem, yet it finds itself continually besieged by questions about internal contradictions. Many have pointed out for years that Dove's message of promoting women's body images conflicts with ads from Axe, a male-oriented toiletry brand owned by Dove's parent company, Unilever. In addition, critics say that Dove's ads contradict themselves, taking aim at the beauty industry while shilling beauty products.
Dove's pledge
Dove is committed to making beauty a source of happiness for all women, not anxiety, today and for generations to come. We believe that every woman should be able to define beauty on their own terms: making it a source of joy and self-expression.
Dove's pledge highlights that they believe that women should be able do define beauty themselves. They emphasise unfiltered beauty and reject artificial and manufactured beauty standards.
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