• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Media Studies - Describe an advertising campaign that has caught your attention and explain why

Extracts from this document...

Introduction

Describe an advertising campaign that has caught your attention and explain why An advertising campaign that has caught my attention, which has appeared over a range of media, is the Dove "Campaign for Real Beauty" marketing campaign which has been running for just over three years in the United Kingdom, United States and Canada. The "Campaign for Real Beauty" was launched by Dove, the personal care brand in 2004 by Ogilvy & Mather and Edelman Public Relations Worldwide with the principle aim to celebrate the physical variation embodied by all women and to inspire them to have the confidence to be comfortable with themselves. The launched advertisements all featured "normal" women of all different ages, shapes and sizes, all depicting the fact that you do not have to have the characteristics of a supermodel to feel beautiful. There has been a range of media used to advertise this important message across the media industry, including print media (namely in women's fashion magazines), television adverts and also a short film entitled "Evolution" which showed the process of excessive editing and "photo-shopping" a model endures during a photo shoot, proving that the "perfection" we see and strive for in everyday life is actually, in fact, false. ...read more.

Middle

This is the reason why the campaign is still running for Dove after almost three years, and why they have now branched into a sub-sector of the "Campaign for Real Beauty", with new products supporting older women and illustrating that Dove is "pro-age". However, the "Campaign for Real Beauty" has received many backlashes, as recent Canadian public opinion polls show that 67% of viewers find the campaign illicit, with 8 out of 10 males in the 28-45 age group finding the television ads "offensive". The campaign also frequently draws the wrong impression from those online, and in October 2005, the FCC reported several thousand complaints from viewers, however no action has ever been made to ban or forbid the advertisements on television or print media that appears in magazines and newspapers. Despite these criticisms, many groups continue to endorse the campaign, and media experts on the whole consider the campaign to be hugely successful. When flicking through a woman's magazine, coming across an advert for the Dove campaign happens frequently; often a double page spread. Also, looking online it is not difficult to find images of the print media that appears in these magazines, and I have found three that I particularly think embody a strong representation of the values of the campaign. ...read more.

Conclusion

However this naturalism helps the audience to relate to these women, which in turn makes the gap between the confident women they see in the image and themselves a lot smaller. All of the three images contain the Dove logo and name to give some brand recognition to the audience, however only two feature images of the actual product, and even then the image is not the focus of the advertisement. What appears to be the focus of the advertisement are in fact the women in the image, which suggests that the Dove brand realise how much of an important issue they have raised and want to continue to keep it in the lime light and in the media for as long as possible. In conclusion, the Dove "Campaign for Real Beauty" has been a media favourite for many years mainly because of their controversial take on what Dove believe to be beautiful and whom they believe their products are for. This campaign has broken the mould in the beauty industry and helped many women with self esteem issues to not only make themselves feel confident in their own skin, but also pass on this confidence to other women. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. A study of the representation of women in magazine beauty advertisements, with close reference ...

    The pressure on teenagers means they find it difficult to resist or question the messages given to them by the mass media. This mass communication has created a national force that erodes personal and public standards of beauty. Women as a whole are the most lucrative audience for advertisers.

  2. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    But nowadays nearly once a week in my post I can find advertising commercial messages. Today we can see many hoardings in the streets of Tambov too. Walking along the main streets we carry our eyes from one signboard to another.

  1. Marketing Media and Audience Feedback

    The challenge of having the opportunity and time to research this area is a major aspect for the work undertaken as part of this unit, studying its definitions and history. The research's purpose is to develop my overall understanding of marketing media and audience feedback, as well as any surrounding

  2. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    Resource: Will use the agency staff to carry out fieldwork and will also use Guinness current database as a guide. Timetable Will be conducted at the beginning, in the middle and at the end of the campaign Create a desire to consume Guinness on more than special occasions and increase

  1. Influences and effects of advertising on children's health and psychology: Body Image and Diet.

    having their self-esteem and self-worth being shaped and influenced by what they are seeing in the media, not only on the television, but on billboards, internet, magazines and films. Children are bombarded with fast food and junk adverts, as well as being barraged with impossible ideas of beauty with unrealistic body weights.

  2. The principles of marketing.

    Constraints E4 Identify and explain the external influences affecting the development of the marketing strategy. The Advertising Standards Authority (ASA) was set up in 1962. This is an independent body that exercises control over all advertising except that on radio and television.

  1. How Media Texts Persuade Us.

    These include shock tactics, spurious authority, pseudo science and use of audience involvement. In the advertisement "Search For The Hero Inside Yourself", our attitudes are exploited through the use of pseudo science. Facts and figures are sued as the opening image of the advert, and these state how many thoughts an average person has a day.

  2. You have been newly appointed as Promotions Manager to a company - Your task ...

    This decline in attendance can be attributed not only to the AJCs' outdated brand image and overall poor awareness, but also to the exuberant amount of competition the organisation faces from the three separate industries it is susceptible to: entertainment, sports and gambling.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work