Dove Campaign

Question 1

What does the repeated use of the world ‘real’ in the slogan imply?

Answer 1

Suggests that Dove relies on authentic images of women

Question 2

How does the advert reinforce traditional gender representations?

Answer 2

Nurturing role, holding child, assertive role, holding boy’s back

Question 3

What could the baby mixing food, the boy throwing the food in the air suggest about family life?

Answer 3

Captures a spontaneous snapshot of real life

Question 4

How does featuring an Asian family in the advert reflect Dove’s commitment to celebrating multiculturalism

Answer 4

Dove moving away from predominantly white representations in the media

Question 5

What shot type is it? How does it create an intimate connection between the advert and the audience?

Answer 5

Wide shot mirrors documentary-style conventions

Question 6

Why does the advert use a freeze frame effect?

Answer 6

Invites the audience to feel as if they’re right there

Question 7

Who does the hashtag cater to?

Answer 7

Digital Natives

Question 8

Why is the fridge door open?

Answer 8

Unplanned, candid moment, reinforcing the campaign’s emphasis on real life

Question 9

How does the mise-en-scene, combined with the mother’s casual attire, reflect Dove’s commitment to authentic beauty?

Answer 9

Minimal makeup supporting Dove’s stand on authentic beauty

Question 10

Why have a kitchen as a setting?

Answer 10

Reinforces the idea that beauty exists in everyday moments and settings.

Question 11

Social groups

Answer 11

The advertisement represents women positively by challenging stereotypes associated With beauty. Glamour and luxury are stripped away signifying that being natural is beautiful and is challenging the concept of perfection. The sole use of a woman in advertisement reinforces women as the primary caregiver

Question 12

Campaign Objectives

Answer 12

> to launch a product line that is an,e to compete in a competitive market where Johnson and Johnson have majority market share (63.7%) with j%j baby and Aveeno Baby products.
To empower mothers.
To unite women on their journey through parenthood
To enable real people to see themselves in represented in advertisements
To challenge seemingly perfect images of women and picture perfect babies and young children and target everyday millennial mothers.

Question 13

Ethnicity

Answer 13

Ethnicity is represented as positively celebrating and reflecting a multicultural society. The advertisement represents an often under represented group an Asian family and challenges the historical dominance of white representation in beauty advertisements