ADVERTISING
ADVERTISING RECAP
THE PERSONAL CARE INDUSTRY
Macro
- The personal care industry is worth $520 billion, with projections of this rising to $900 billion by 2030.
- Dove is present in 150/195 countries
- Dove was established in 1950
- Dove distinguishes itself by promoting 'real beauty', a campaign that was launched in 2004 bucking the traditional stereotypes of beauty pedaled by the media.
2017 focus: Real Moms campaign to celebrate the uniqueness of motherhood.
Above the line marketing- billboards, physical adverts
Below the line marketing- social media posts
Unilever owns Dove
What were Dove's objectives?
Product competitiveness- Compete in a market dominates by Johnson & Johnson baby products
Empowerment- Empower mothers by uniting them in shared experiences
Representation- Feature 'real people' to reflect the target audience#
Challenging perfection- Showing the uniqueness of motherhood
Media Language
- Shot type- wide shot with deep focus places the audience in the mothers environment, adding emotional appeal
- Slogan- 'REAL LIFE REAL BEAUTY' reinforces the campaigns focus on realism, moving away from celebrity culture
- Location and costume- set in kitchen, reinforcing idea of everyday life and the domestic role of mothers with natural, relatable clothing and no makeup
- Logo and typeface- Dove logo is widely recognised
Media Representation
- Shows mums how it is normal to not be perfect, and it shows the reality
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UNSEEN ADVERTS
Things to consider when analysing an unseen product
Intro – how do charity ads convey messages typically, what are those messages, and why is it important to elicit sympathy in the viewer?
Logo/ typeface/ font – what does it look like? What do the fonts suggest?
Product/ composition/ rule of thirds – where is it? How big is it? Conventially it will be in the bottom right, and your eye should be drawn there by the image.
Colour palette - which colours are used? Which colours stand out?
Photo manipulation - does it look real? If not, why not?
Props - what are they? What is the suggestion here?
Costume/ make up/ body language – sexualised? Challenging? Alluring? All three?
Mode of address - formal, informal? Does this reflect the brand?
Intertextuality – are there references to other media products within the image?
Does the advert work? What interpretations could the audience have? Think of a polysemic reading using Hall?
- Celebrity endorsement- Kit Harrington
- Male is the only one shown fully- gives the impression that the woman doesn't mean anything apart from her body
- Colours such as blue, grey, black and white used that will most likely attract a male audience
- Enlarged product in bottom right- eyes drawn to there
- Leather jacket, wearing black, stare- gives a very masculine appearance
- Kit staring into the camera shows power. Feels more directed towards the audience
- Z patterning
- Stereotypical outfit choices
- Clear capital font- classy and clear to read
- Suggesting that anyone can afford the perfume- designer item for only £50
- Her light skin tone contrasts to his dark outfit- could link to angel sitting on his shoulder
- 70% men's products purchased by women- wedding ring on her finger
- She is his prop- the hand around her ankle
- Link to industry- concrete wall indicates manly
- Intertextuality- Jimmy Choo shoes on woman
- Sat on his shoulder like a parrot- repeats everything he says
RIVER ISLAND ADVERT
- Inclusivity- ethnic minorities, non-white people, disabilities such as prosthetic leg and down syndrome
High street fashion brand
- Established in 1948
- Over 250 UK stores
- Expanding worldwide and online
- A shift in 2018's campaign
- Competitors such as H&M, New Look
25% of the population are disabled, and only 4% are presented in the media
#LABELSAREFORCLOTHES #DITCHTHELABEL
- Challenged outdated stereotypes
- Promote inclusivity and diversity
- Celebrate individuality
Both the audio visual and the print advert promote diversity and inclusivity through their models. It engages an audience that promotes the campaign. The campaign is aimed at young adults and appears to trendsetters and fashion-conscious consumers. The visual style contains vibrant colours and eye-catching visuals that highlight River Island's latest collections. Jordan Luce promotes a sense of empowerment through fashion. The use of hashtags encourages people to interact and share the campaign.
- 'Labels are for clothes' signifies that clothes should be labeled and people shouldn't
- Central framing shows his importance and independence
There is a concern of diversity washing - hiring disabled models just so that the company can look good and make more money
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