Britta Welch’s analysis of Dove’s “For Real Women, By Real Women- Show Us Your Skin” highlights a variety of interesting topics, such as the concept of an active and niche audience; however, I would like to delve into a discussion of the strategies that advertisers utilize to influence the decisions of their consumers today. We see all types of advertisements that try to persuade the audience to buy the products, and in most cases, we are deluded into thinking that we need to buy them. But, do we ever question the tactics that advertisers use to appeal to their consumers?

Dove’s advertisement fits perfectly into the idea that ads construct and reflect values of the audience. In the consumer society, “goods can act as communicators in social interactions because we breathe life into them” (Leiss, Kline, Jhally, Botterill 244). None of us have any pre-existing notions of products: advertisements teach us about the products and expect consumers to interact and reflect with them. This specific ad of Dove uses several formats, such as product-image, personalization and lifestyle, to convey its message to potential customers.

First of all, product-image ads serve to give the product meanings beyond its basic function and to “transform the personal meaning of the everyday use of products as a whole” (Leiss, Kline, Jhally, Botterill 230). In this ad campaign, a diverse group of women of different skin tones and sizes are encouraging all women around the nation to join them and upload pictures of themselves and their “beautiful skin.” The product itself is not visibly portrayed in this ad; however, there is a sense of affordability for all because there are women from different social groups that are modeling for this campaign. The simple background of the white wall and a piece of white towel as equal wear for all the models symbolize that Dove’s products are reasonably priced for anyone to purchase.

Additionally, personalization proves to be another tactic of Dove’s advertisers. Personalization presents people who have used it or might use it as models, so there may be testimonials from celebrities, experts or satisfied customers. All of the women in the ad are active participants of this campaign who are incredibly content after using Dove’s products. They’re inviting more people to join them and become happy campers like them. Their ecstatic and pleased faces convey the idea that after using this product, we will want to be active participants with them. Many potential consumers will see this advertisement and be less reluctant to purchase Dove’s items because the featured women in the ad are seen as actual users who are extremely happy with the products.

Lastly, lifestyle sums up both product-image and personalization. It shows how the product fits into one’s way of life within a social group. Dove models’ apparent and flawless skin suggests that using this company’s product will enhance your beauty and cleanliness because according to this ad, smooth skin clearly defines you as charming and beautiful. Advertisers are normalizing beauty as a standard way of being accepted into a group like that of the models. If you think you have beautiful skin, you should join and show off to others that you’re just like all the other gorgeous women out there.

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