Dove - Contexts

 

Dove Ad - Contexts

The Beautifully Real Moms campaign launched in 2017 (a part of the wider Real Beauty campaign launched in 2004) reflects Dove’s long-term brand messaging with a focus on promoting natural beauty and self-confidence among women.


Too Many Cooks, 2018 (Beautifully Real Moms campaign)

Undertake some research into the Beautifully Real Moms campaign and consider the following:

What were the aims and objectives of the Beautifully Real Moms campaign?

Does this campaign have a relationship to stereotypes? In what ways?

Who is the primary audience of the campaign?

How did Dove present and distribute this campaign?

How does the Too Many Cooks ad contribute to or fulfil these aims?

Who are Doves main competitors? How might this campaign help them stand apart?



Context

Consider the social and cultural contexts Too Many Cooks advert, as well as the wider Beautifull Real Moms campaign.


Social Context

Social context refers to the immediate social environment in which a media text is produced or consumed (what is the reality we live in).

Ideologies are used to justify or challenge social structures, such as capitalism (class, economic conditions) or patriarchy (gender roles, family structures, power imbalance).


Cultural Context

Cultural context refers to the broader shared values, beliefs, traditions, customs, and norms of a society or group (how do we think, behave, and what is expected of us).

Ideology is embedded in cultural norms (what is normal, accepted, naturalised and desirable in society). The media may reinforce or challenge these norms.




Task

Research and find out what some of Dove's more recent campaigns have been about and how these reflect their values and identity as a brand. Make notes and show examples. 

https://www.dove.com/uk/stories/about-dove.html

https://www.dove.com/uk/stories/campaigns.html

https://creative.salon/articles/features/history-of-dove

Find out more about our vision – Dove


Also - consider the impact of these ad campaigns both on yourselves but also society as a whole.





Homework

Create a digital infographic that illustrates the brand identity of DOVE using the content from our discussions and your further research.

Here are some ideas of what to include:
  • Dove logo - analyse typography, colour & visual aesthetics
  • Screenshot some of the hashtags to illustrate the campaigns
  • Add the key words that identify the brand values, attitudes & beliefs
  • What ideology is Dove challenging?

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