Many messages the media sends to consumers are unfavorable and serve as desperate attempts to secure business by making the consumer feel unworthy. One campaign that I feel secures business by making the consumer feel that they are already beautiful is Dove. Dove has done a wonderful job of making ordinary women feel they are beautiful as they are and don't need an array of products to make them worthy of attention. Dove has used real women in their campaigns and the average female consumer identifies with these women. Because the consumer identifies with these everdya women and supports Dove and their message of "real beauty" they are more likely to support heir brand. Another brand that I feel does a great job of making women feel that they are already worthy is Loreal. Women are constantly doing for others whether it be their families, friends, or children's school organizations. Loreal sends the message to women to take time out for themselves using the popular slogan "because you're worth it."
Unfavorable Campaign Messages
The campaigns which I feel send an unfavorable message are those that objectify men and women. Examples of this include the Bud Light commercials which imply that women are brainless and will have a threesome with men simply because they are drinking a Bud Light. Another example of a message of objectification is the Axe body spray commercial featuring the chocolate man. This commercial sends a message that men are objects and women just want to use them for their own pleasure. These messages are a sharp contrast to the real beauty message conveyed by Dove.
No comments:
Post a Comment