Dove - Media Language

 



Task

Annotate our Dove advert in detail, listing conventions with a focus on how elements of media language create meanings and responses. Consider realism in your analysis.

Media Language elements
  • layout (composition)
  • typography (written codes)
  • use of image (symbolic codes)
  • use of language
  • use of colour
  • logo, slogan and brand identity

Print Ad Conventions
  • Headline
  • Main Image
  • Copy
  • Slogan
  • Pack Shot
  • White Space
  • Graphics
  • Logo
  • Subheading
  • Pack shot (product shot)

Theories
  • Barthes' Semiotics
  • Todorov's Narratology
  • Propp's Character Types
  • Neale's Genre Theory
  • Levi-Strauss' Structuralism





Too Many Cooks (Beautifully Real Moms)

The campaign chose 120 photos taken by photojournalists to be displayed online while the print campaign used three images with the same layout: REAL LIFE, REAL BEAUTY as the strapline and with naturalistic images of mothers.

Read the article and make notes: 

https://sites.wpp.com/wppedcream/2018/advertising/outdoor/beautifully-real-moms



Continue to supplement your notes on our Dove Ad by watching this video and writing down new information and analysis.




Questions

How does media language encode Dove brand values in the Too many Cooks advert? [6 marks]

How do composition choices construct a picture of family life in the advert? [6 marks]


Homework

Read the article and either make notes or print and highlight how the Dove campaign has impacted brand perceptions.

https://www.globalbrandsmagazine.com/the-success-of-doves-real-beauty-campaign/

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