I Think I’ve Seen This Before. Yes, Definitely.

When a company is trying to make a statement, as well as sell a product and possibly an image, there are several ways to go about getting the attention of comsumers. 

One of the most popular and naturally accepted forms of advertising today is the multimedia approach. This means that a given company advertises over various forms of medium, including anything from television to magazines, newspapers, or the radio. Increasing the spread of the message and image the given company desires increases knowledge to consumers and reaches a broader range of potential patrons.

A company that has unquestionably mastered the multimedia approach is Dove, with their wildly popular and successful Campaign for Real Beauty. The basic premise of this campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with themselves. (Wiki) The campaign includes television ads, workshops, videos, books, and much more. The ads are obviously more catered to a female audience, made to make average women and girls alike feel they are beautiful at any shape and size.

 

The goal of Dove to change the western concept of stick thin beauty has reached many through magazine ads, commercials, and short films featured on you tube. Through such a broad range of advertising, Dove has ensured they will reach consumers of many ages, races, and social status’.

 

In my opinion, Dove has done a fantastic job of reaching their target audience. They have covered women’s magazines, talked at middle schools, made their message known on public billboards and featured their campaign photography. The fact that the classic picture of the women in white panties and bras is symbolic of more than just Dove, but of a generation of body issue images and a nation obsessed with vanity signifies that Dove has created a thought provoking beast, and not just another ad made to invoke consumption. Dove has started a conversation and collaboration on dealing with a very real issue in our world.

 

 

The ad we watched in class, Evolution. Crazy!