...“FUNCTIONAL ANALYSIS of DOVE CAMPAIGN FOR REAL BEAUTY” E303 Project Report Submitted in Partial Fulfillment of the Requirements of UNITED KINGDOM OPEN UNIVERSITY/ ARAB OPEN UNIVERSITY for the Degree of BACHELOR of ENGLISH LANGUAGE AND LITERATURE to DR HAYAT AL-KHATIB ENGLISH LANGUAGE AND LITERATURE PROGRAMME COORDINATOR By Grace Abou Zeid ARAB OPEN UNIVERSITY LEBANON 2010 Functional Analysis of “Dove Campaign for Real Beauty” 1 DECLARATION I hereby declare that the project work entitled “FUNCTIONAL ANALYSIS of DOVE CAMPAIGN for REAL BEAUTY” submitted to the ARAB OPEN UNIVERSITY, is a record of an original work done by me under the guidance of Mrs. Ph.D. HAYAT AL-KHATIB, Head PG Dept Of English Language & Literature, ARAB OPEN UNIVERSITY - LEBANON, and this project work is submitted in the partial fulfillment of the requirements for the award of the degree of Bachelor of English Language & Literature. The results embodied in this thesis have not been submitted to any other University or Institute for the award of any degree or diploma. GRACE ABOU ZEID Functional Analysis of “Dove Campaign for Real Beauty” 2 ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during the writing of this project. My deepest thanks go to DR. HAYAT AL-KHATIB, my SUPERVISOR, for guiding and correcting various documents of mine with attention and care. I also express thanks to the DIRECTOR of ARAB OPEN UNIVERSITY...
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...Region Chain: Safeway Chain: Safeway Denver 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Eastern 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Nor Cal 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Phoenix 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Portland 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Seattle 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Texas 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Vons 42118 48556 48580 Dove Sea Salt...
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...In Louise Erdrich’s novel, “The Plague of Doves”, one might find it easy to get lost in the numerous scattered narratives and characters. Luckily, the author uses a number of recurring themes to create a sense of connectedness. One of these themes is music, specifically that of a violin. Readers learn that there are many reasons music enters the novel, which include portraying a shattered family, exploring the lives of the two Pace brothers, and even providing the answer to the mysterious murder in Pluto. The novel focuses on the lives of people in and around Pluto, North Dakota, which is a small white settlement on the western edge of the North Dakota Ojibwe reservation. Music is an element of everyday life for the Native American culture. The use of a violin, a Western instrument, indicates that Western influences are becoming a part of Native American culture. The complex history of the violin also alludes to the fact that the character’s histories overlap more than one might originally think. The family of Shamegwa, Evelina’s great uncle, faces an unthinkable pain when their baby boy dies from diphtheria. It is...
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...Case Dove: Evolution of a Brand Nowadays Dove is one of the most recognizable bands all over the world. It is a leading global company providing different kinds of consumer goods in the beauty market segment. Its first product was beauty bar, which contained moisturizing elements. They reached their popularity claiming that their milder soap does not to dry the skin as the simple soap do and it is premium for the every day usage. In their advertising campaign they brought into playing natural looking women to transmit to the audience the functional benefits their products. Since 1950´s and until 2000´s in their marketing strategy they used traditional communication tools. They were advertising through television, newspapers and magazines, billboards. Thus they were able to impose a tight control over the main point of the idea transmitted to consumers. Dove’s transformation into a Masterbrand led to a search for a point of view that would broaden the meaning for the brand beyond a straight focusing on its functional benefits. The solution was found in after a women´s survey in different countries and was concluded in the statement that the present perception of beauty has been distorted by media. As a result «The Campaign for real beauty» was launched in order to improve the women´s self esteem but first of all to increase the brand awareness by provoking public interest. In their ads oversized and elder models were used in attempt to break the stereotypes...
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...SOAP INDUSTRY: DOVE (ANALYSIS) SOAP INDUSTRY ANALYSIS ABSTRACT The origins of personal cleanliness date back to prehistoric times. Since water is essential for life, the earliest people lived near water and knew something about its cleansing properties - at least that it rinsed mud off their hands. A soap-like material found in clay cylinders during the excavation of ancient Babylon is evidence that soap making was known as early as 2800 B.C. Inscriptions on the cylinders say that fats were boiled with ashes, which is a method of making soap, but do not refer to the purpose of the "soap." Such materials were later used as hair styling aids. Soap got its name, according to an ancient Roman legend, from Mount Sapo, where animals were sacrificed. Rain washed a mixture of melted animal fat, or tallow, and wood ashes down into the clay soil along the Tiber River. Women found that this clay mixture made their wash cleaner with much less effort. Some of the early instances of commercial manufacturing of soap are: In Britain references began to appear in the literature from about 1000AD, and in 1192 the monk Richard of Devizes referred to the number of soap makers in Bristol and the unpleasant smells which their activities produced A century later soap making was reported in Coventry. Other early centers of production included York and Hull. In London a 15th century "sopehouse" was reported in Bishopsgate, with other sites at Cheapside, where there existed...
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...Rhetorical Analysis Paper Most companies today are strung within extensive conglomerates. These business structures often disguise the motives of a sub company that are trying to meet the agenda of an overarching company. This type of hidden motive can be seen within the Dove: Campaign for Real Beauty. On the surface this advertisement uses multiple rhetorical strategies to argue that body acceptance is progressing in society. Once this idea of body acceptance gets reviewed critically we are afforded many unstated premises that lead to an unstated conclusion, with a hidden advertisement agenda in the background. This paper is structured based off the two main thesis points introduced in the opening paragraph. Each of these points will...
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...Over the years, the Feminist Movement has been on the rise and has influenced much change in society in terms of female equality and empowerment. It has been at its highest point in recent years and has created the new concept of “Femvertising”. In short, Femvertising is taking a modern day feminist issue, such as body image, and portraying it in an advertisement. Many advertisers will usually do this for one of two reasons: to sell a product or just to bring awareness to the issue. However, the main goal of femvertising is to inspire women to change their perspective on the issue and even regain lost confidence. The ad I’ve chosen, “Sketches”, is by Dove Real Beauty and it addresses the issue of how women portray themselves and the impact...
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...As reported by the U.S census bureau, 24 million children, 1 out of 3, live without their biological father in the home, giving rise to the father absence crisis in America (cite). Dove, a personal care and soap brand, uses their platform to focus on and emphasize the importance of fatherhood in their commercial titled “Real Strength”. Through the use of specific visuals and language in this campaign, the intended audience is made apparent. Additionally, this advertisement uses the element of ethos, yet largely relies on pathos, to create a rhetorically effective ad explicitly selling men’s body care products and implicitly promoting the message that strong men care. Dove, a company introduced in 1955, was only a creator in the women’s personal...
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...common. In Thomas and Beulah Thomas goes through many difficult situation. Thomas is an example of everyday struggles. In the poem “The Event” Thomas and his best friend Lem are out in the water when Thomas says “‘You’re so fine and mighty; let’s see what you can do’, said Thomas, pointing to a tree-capped island (Dove The Event...
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...Olivia Fortier March 14, 2014 C. Hellwig English 102-038 Rhetorical Analysis Women Don’t Have to Be One Shape to Be Beautiful Dove’s Real Beauty advertising campaign is meant to promote a positive body image for young girls and women alike. The campaign was designed to combat problems women have been facing for decades, even centuries: self esteem issues and unrealistic views on body image. If you ask a woman her definition of beauty she will more than likely give you the description of a fashion model. The fashion models portray an unattainable, unrealistic, and often times unhealthy body image. Most women have a skewed image of what a healthy body physique looks like because of what they have seen in the pages of magazines, or billboards, or on television from an early age. Dove’s Real Beauty campaign features eleven women of all sizes, body types, and heights. They wear white lingerie, but of different styles to fit their body types. Dove used women of different races, hairstyles and hair colors. The Dove Real Beauty campaign provided a revolutionary view of beauty for young girls and women, and put on emphasis on self-esteem. The Dove Real Beauty campaign appealed to the average sized women, all over the globe, all races, from all walks of life, and from every age. From an early age women are led to believe that the 5’11” 115 pound model is the image of perfection and they should strive to look like the women in the magazines or the fashion models strutting...
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...MARKETING MANAGEMENT Case Study 2 “Hips Feel Good” – Doves Campaign for Real Beauty July 9, 2009 TABLE OF CONTENTS Executive Summary…………………………………………………………………………………………….. 2 Problem Statement…………………………………………………………………………………………….. 3 Data Analysis………………………………………………………………………………………………………. 3 Alternatives Analysis…………………………………………………………………………………………… 8 Key Decision Criteria…………………………………………………………………………………………… 9 Recommendations……………………………………………………………………………………………… 10 Action and Implementation Plan………………………………………………………………………… 12 Implementation Roadmap....................................................................................... 13 Executive Summary Unilever is a multi-national corporation, formed of British and Dutch parentage that owns many of the world’s consumer product brands in foods, beverages cleaning agents and personal care products. Unilever employed 174,000 people and had a worldwide revenue of €40.5 billion in 2008. Unilever's main competitors include Procter & Gamble, Nestlé, Kraft Foods, Mars, Reckitt Benckiser, Henkel and Spotless Group. The Dove Campaign for Real Beauty is a worldwide marketing campaign launched in 2004 that includes advertisements, videos, workshops, sleepover events and even the publication of a book and the production of a play. The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with them. The campaign...
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...[pic][pic] Consumer Behaviour Introduction to the brand Dove is a personal care brand owned by Unilever. Dove products are manufactured in the Netherlands, United States, Germany, Ireland and Brazil. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of a dove, the colour of which often varies. Dove's products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products. Dove soap was launched in the United States in 1957, years after Unilever acquired soap factory De Duif (Dutch: The Dove) in The Netherlands, from which the English brand name Dove is derived. Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream. Dove has a great consumer following and has established itself as a premium Soap or rather a beauty bar in the market as well as in the minds of the consumer. [pic] Target Audience The target audience for Dove is basically • Women who want to care for their skin • Who want to look and feel their personal best • Aged 30 – 50 • Beginning to feel the effects of dry skin It has been observed that the core target audience of dove are women who are home makers or are working professionals Mostly they are the middle aged women who want beautiful skin and are not swayed by the fairness which other soaps...
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...“You are more beautiful than you think.” These words fade into the scene, along with melancholy music, as Dove’s possibly most viral video advertisement to date concludes. Dove Real Beauty Sketches was an experiment conducted by Dove that addresses the issue of women’s self-image. It shows a comparison of how women supposedly view themselves differently and more negatively as compared to how others view them. In the video, the featured women participants were asked to describe their facial features to a forensic artist who couldn’t see them and who was sketching them based only on their descriptions. Then, the artist created another sketch based on the description by strangers the participants were asked to get friendly with beforehand. At the end of the video, the artists showed each participant his sketches of them, one based on their own descriptions and another based on the stranger they got friendly with, and there was a huge difference between sketches – the latter being ‘more beautiful’. As the video circulated around the web, it generated various reactions from the online community. Many applauded the ad, saying that the message was beautiful and that it was truthful. Others even said they were in tears after watching the video. I personally admit that I, too, was teary-eyed after watching the video. At the same time, there were also those who criticized it saying that the video was just a marketing stunt and that the ad was just manipulated to seem the way it did. Some...
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...Dove Campaign for Real Beauty Case Study By: Melinda Brodbeck and Erin Evans Presented March 5, 2007 SITUATION: The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Unilever, Dove’s parent company, went to Edelman, its PR agency, for a solution. Together, they conceived a campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The following summer, CFRB was brought to the United States and Canada. CRFB aimed not only to increase sales of Dove beauty products, but also targeted women of all ages and shapes. According to the CFRB website, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” In addition to changing women’s view of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel, Dove distinguished itself by using models that ranged from size six to fourteen. CRFB abandoned the conventional cynical method of portraying “perfect” women as beauty role models. RESEARCH: Dove commissioned The Real Truth...
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...The Media: Without Make Up On December 4, 2012, 10.3 million people impatiently gathered together to watch a very important event aired on CBS. Were 10.3 million people participating in a revolutionary debate? Or were they watching Obama give a speech about the progress of a ten-year fiasco in Afghanistan? Neither, in fact they we were gathering together to watch the 2011-2012 Victoria Secret Fashion Show. The sixth floor lounge of Day Hall, here at Syracuse University, was packed with girls ready to watch rail-thin models strut down the runway, as they eat away the pint of Ben & Jerry’s ice cream. Facebook and Twitter had millions of people updating their status about this worldwide-recognized show. Such as, “Not eating for the rest of the week,” “She is not real, how is she so perfect?” or sarcastic comments such as “I’m glad I look exactly like all those Victoria Secret models” (Profitable Objectification). This show is a perfect example of how the media negatively affects our society. Not only does the Victoria Secret Fashion show cause women to question their beauty, but it also instills unrealistic expectations of what women should look like to all the men. The media has a great influence on our view of beauty and has created a false perception of what females should look like. This has made it difficult for anyone that does not fit this ‘ideal’ body to accept themselves the way they are. Celebrities and models have become a representation of the ‘perfect’ body image...
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