Advertising (Media Messages, Paper 1, Part B) Flashcards
context
Why was Baby Dove created?
Dove wanted to expand to the baby market but needed something different to their competitor, Johnson and Johnson
They realised that many millennial mothers felt overwhelmed and struggled with the idolised representations of the ‘perfect’ women in the media.
using this insight into the struggles of millennial mothers, Dove created Baby Dove with the message that there are no perfect mums, just real ones
What percentage of mums felt overwhelmed?
99% - there was a notable increase in postpartum depression
How were the photos taken?
- female photo-journalists
- they lived alongside 6 mothers and documented their lives, amassing over 100,000 photos
- these were cut down to 120 for the campaign
How was the #BeautifullyRealMums campaign extended?
Women were encouraged to post their photos to #BeautifullyRealMums
the photos taken were also collated into a gallery that focused on the issue ‘Are perfect photos putting too much pressure on mums?’
Controversies of the brand?
Dove is owned by Unilever, a large conglomerate that owns much of the beauty industry, and whilst Dove’s campaigns are progressive, many of Unilever’s other brands still use hegemonic representations.
Who is Doves competitor for Baby Dove?
Johnson & Johnson
When did Doves campaign for ‘Real Beauty’ begin?
2004 - pluralistic representations
When did River Island become a popular fashion brand? and what else what happening socially at that time?
How are disabled people often represented in the media?
negatively and stereotypically
Barnes believes there are 12 ways that disabled people are portrayed
- super cripple
- their own worst enemy
- pitiable and pathetic
- incapable of participating in normal life
disabled people are often defined by their disabilities and societal beliefs that form part of their identity
for disabled people to be included in mainstream society, they are often required to be highly skilled in some area to elicit respect. These ‘super’ qualities supposedly detract from a person’s disability and present them as more ‘human’
How does Jordan Luce’s representation differ from these stereotypes?
the advert doesn’t focus on his disability and instead focuses on him as a skilled athlete instead
Luce has been disabled from birth, which differs from many depictions of disabilities from accidents in the media.
What became more important for fashion brands in the 2000s?
diversity, inclusivity and environmental implications of products
When did the Shelter Campaign begin
2011, in response to the 2008 financial crash that devastated companies and led to high levels of unemployment and homelessness. This was worsened by the 2010 financial review, which worsened austerity measures
When was Shelter launched?
1st December 1966
What are the three focuses of Shelter?
the three focuses are reflected by the trio of images in their advert
- social housing
- rights of renters
- holistic support such as debt
What type of charity is Shelter?
a non-profit organisation, that relies on public generosity to fund the charity
homelessness charity
What was the campaign in response to?
2008 banking crash and the 2010 financial review
