Dove - Audience

Dove - Audience




Target Audience

Who is the target audience for our 'Too Many Cooks' Dove advertisement? You should refer to audience demographics and psychographics in your response.

Identify the primary and secondary audience for our Dove advertisement and provide evidence for your suggestion. Consider media language and representation in your response.








Hall's Reception Theory


What is the preferred reading of the advert? Write down your ideas and be prepared to explain them to the class.

How might we identify an oppositional reading to the Dove ad? Consider who may feel excluded or criticised.

What is the impact of featuring a woman in the Dove ad? In what ways is representation important here?




Research Task - Can we consider this Dove ad to be feminist?

Firstly - Make some notes detailing your understanding of what feminism is and how it exists today. What have the benefits been and what are some challenges it faces?


Now - Read through the PDF of findings by the Vice Group and note down 3-5 key points that stand out to you. 

https://www.vicemediagroup.com/wp-content/uploads/2023/03/Future-of-Feminism.pdf


Can our Dove ad be seen as feminist? Write down your ideas. 

Consider the ways this advert challenges stereotypes of perfection, both in relation to women but also parenting more generally. 





Final Questions

What does the title of the advert convey? What are the connotations of this phrase and how does it link to ideas of audience?

What does the lack of celebrity endorsement convey and how does this link to our discussion about audience?







Psychographics

Psychographic or Lifestyle classification: 
Involves classifying people according to their values, beliefs, opinions, and interests. 

There is no one standardised lifestyle segmentation model, instead market research firms, and advertising agencies are constantly devising new categories, which will best help target possible consumers of their clients products.

One example of a psychographic or lifestyle classification model, is that developed by the advertising agency, Young & Rubican, called (4Cs for short). This classification model is presented below:

Materialistic, acquisitive, affiliative, oriented to extrinsic image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation)




Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student)




Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group.




Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher Education)






Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older)






Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries. Brand choice involves impact and sensation.






Strong goal orientation, confidence, work ethic, organisation - supports status quo, stability.
Brand choice based on rewards, prestige - the very best. Also attracted to 'caring' and protective brands (stress relief). 
Top Management.





 

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