Watch this!
Why is it so appealing, and what is their objective with this advertisement? In this advertisements, Dove uses socially accepted as beautiful models with previously well treated hair and body (and later further enhanced by photoshop) to represent the quality and the effect of using their product. Furthermore, they make these models express their emotions before and after they use the product in order to show the consumer how they will feel after they use the product. By trying to convince their target market that the product actively repairs hair damage, Dove`s objective is to raise awareness of the brand and of the features offered to further increase their market share in the mature and competitive market that they already are part of.
Now, watch this!
How did you feel after watching this advertisement? Conscientious? Afraid? Amazed? Dove, through this advertisement and many others is trying to create a sustainable competitive advantage in that it compares itself to all of the other brands and implicitly explains the consumer that it is not as the other brands that advertise an unachievable beauty, but a brand that shows reality and strives to achieve a natural beauty. By doing this, Dove is able to increase their market share, and concomitantly decrease the competitor`s market share by making more and more women realize how they have always used several different personal care products, but have never actually achieved the sense of perfection that beauty brands try to address. It is also important to note that it diminishes the brands` image by using an advertisements that does not violate or disrespect any other company, but makes society aware of what they are choosing to use.
