Dove

• The Dove campaign is called ‘Too many Cooks‘
• The Dove ‘Beautifully real Moms’ campaign came out in 2018
• In a survey taken by dove 2% of women thought they were beautiful
• the baby care market is worth 55 million
• in a dove survey 99% of mums felt pressure to be perfect
• What is the slogan at the top of the 'Too many cooks' campaign?

  Real life. Real beauty.
• The vice president of Dove has stated that they want "to create a world where beauty is a source of confidence not anxiety"
• When was the 'Campaign for Real Beauty' launched by Dove?

  2004
• What was the main focus of Dove's 'Campaign for Real Beauty'?

  Embracing and celebrating differences
• What was the aim of the 'Campaign for Real Beauty'?

  To empower women and make them more confident
• What campaign did Dove launch in 2017?

  The Real Moms campaign
• What does the Real Moms campaign focus on?

  Celebrating mothers on their personal and unique journey through motherhood
• What stereotype does the Real Moms campaign challenge?

  The stereotype of the 'perfect mother'
• What are the objectives of Dove's campaigns?

  • Launch a competitive product line
  • Empower mothers
  • Unite women through parenthood
  • Enable representation in advertisements
  • Challenge 'perfect' images of women and children
• What technical convention is used in the advertisement to create emotional appeal?

  A wide shot with deep focus photography
• How does the advertisement communicate meaning to millennial mothers?

  By using codes and conventions from beauty and lifestyle genres
• How does the logo of Dove contribute to the advertisement?

  It establishes Dove as a trusted brand that champions diversity and inclusivity
• What is the slogan used in the advertisement?

  'Real life. Real Beauty!'
• Why is the location of the advertisement significant?

  It departs from typical studio settings and constructs realism
• What typeface is commonly used in the advertisement and why?

  Sans serif fonts for their impactful and contemporary appearance
• What role does anchorage play in the advertisement?

  It amplifies the message of 'real'
• How does costume and make-up contribute to the advertisement's message?

  They help construct realism and connote everyday life
• How does intertextuality function in the advertisement?

  It references the wider campaign and adopts a multiplatform approach
• What is the purpose of the hashtag in the advertisement?

  It encourages audience interactivity and participation
• What does the absence of a product image signify in the advertisement?

  It demonstrates that Dove is selling a lifestyle rather than an individual product
• How does persuasive language function in the advertisement?

  The word 'real' constructs realism and challenges luxury lifestyles
• How is the composition and layout of the advertisement designed?

  The slogan and brand name are in the top left third, and the hashtag in the lower right third
• What lifestyle concept does the advertisement challenge?

  The concept of privilege and luxury
• How does the advertisement focus on beauty appeal?

  By emphasizing natural and raw beauty
• What does the hashtag 'BeautifullyReal Moms' signify?

  It appeals to digital natives and invites participation
• What does the campaign consist of?

  A 360-degree photo library, a 10-second video, and a print campaign
• What societal stereotype does the advertisement reinforce and challenge?

  It reinforces the stereotype of the mother as a caregiver but challenges it with chaotic imagery