The Effect and Influence of Ad Campaigns over the Years

The 21st century has seen many modifications and changes in how society interacts and how marketers communicate with their target market segments. As a whole ad campaigns have become increasingly controversial and flashy over the years in an attempt to compete for consumer attention. 20 years ago, advertising began developing more standards with which to provoke thought and focus on consumer lifestyles. In 2013, advertising is often controversial, seeking to start a conversation regarding a social matter or issue. With the advent of the internet and social media, advertising campaigns have made the switch from simple television commercials, billboards, and sponsorships to online pop ups on the phone and computer. It has also become more interactive as the result of social media which provides a communication platform between companies and consumers.  This paper will discuss the Dove brand and the effect and influence of its ad campaigns over the past 20 years. Far from simply promoting its soap, Dove has developed an entire campaign around developing confidence and seeing the beauty in all women. Over the past 20 years, Dove has changed its ad campaign to meet the social needs of its market, while continuing to promote the gentle nature of the Dove formula.

1980’s Ad Campaign

It is important to note that while the advertising has changed significantly, the Dove product has not changed much in 20, or even 50 years. The benefits of its formula boasting a quarter of cleansing cream is still promoted, yet more often used as an integral subtext in commercials an ad that deal more directly with addressing the perception of beauty and enhancing self-esteem. 20 years ago, the message Dove sent to its audience was that Dove is good for your skin because it cleanses it without drying it out or leaving a film. In the late 1980’s, dove commercials begin depicting women discussing the benefits of Dove while discussing how the non-drying affects impacted her self-esteem (Ogilvy & Mather 3). This was the beginning of the brand’s focus on how Dove soap can make a woman feel better about herself. 

It was also the start of ad campaigns which focused on testimonials tests by real women and consumers. The “Conviction of Users” campaign was started in this era, which also included claims of “dermatologist recommended” excerpts, helping to increase Dove usage and shares in the market (Buehler 18). This campaign message positively influenced the audience because of its focus on real women, providing a sense of transparency and “realness” which was supported by claims that it was also doctor recommended. By showing real women who had switched to Dove, the ad campaign helped to influence other women to try the product to see how it worked for them. This ad was effective in Dove’s world roll-out, suggesting women of all cultures appreciated the perspective and experiences of the real women Dove used in their advertising. 

1990’s Ad Campaign

In the 1990’s, Dove expanded its product line beyond soap, but continued to reflect a brand that catered to women and their hygiene and beauty routine needs. The year 2000 was a significant time for Dove advertising as the company began to extend ads beyond testimonials/ The “Real Curves” campaign featured women of all shapes and sizes, reflecting confidence and self-assuredness despite the mass media’s focus on skinny models. In this way, Dove created a controversy, which led to widespread conversation among consumers. Again, the celebration of the real woman was the basis of the ad campaign; however, it was done in a new, fresh, and provoking way.  The “Real Curves” campaign led to the emergence of the "Campaign for Real Beauty", which focuses on redefining narrow minded definitions of what makes a woman beautiful (Etcoff et. al 13). It focuses on health, variety, and diversity, and translates self-esteem and confidence as factors which make a woman beautiful. 

Analysis

The concept of using real women to reach its target market was viewed as a success early on for Dove. Over twenty years the company has successfully maintained its message that Dove is associated with feeling confident and having a healthy self-esteem, however it has increasingly pushed the envelope for the visual images it has provided in its ads. Twenty years ago, the message of self-esteem and beauty was merely discussed. Recently, the company has used its ads and imaging to significantly contrast a narrow minded ideal of beauty by using real women posing in their underwear. This was meant to start a conversation and address the health and social issues surrounding the focus on very thin women with specific features, specific hair and a specific body type. Studies show the media has significant impact on women’s perception of their beauty and body image, making Dove’s campaign even more appropriate (Akan & Grillo 182). Widespread use of the internet has allowed the company to incorporate these images and perspectives into website ads, and moderate body image discussions on social media. Dove maintained its message while modifying its approach in order to grab the attention of potential consumers. Dove’s core target of women has not changed, but younger generations have come to appreciate enhanced levels of realism and boldness. While providing drastically more exposure to the topic of body image and self-esteem, Dove influences its audience by helping to shift and expand media’s narrow-minded beauty ideal. 

Conclusion

Dove’s slogans and campaigns have changed over the years but have maintained a focus on the hydrating benefit of the soap while catering to the needs and concerns of real women. Over time, these campaigns have become more cutting-edge in line with a developing culture of women who are frustrated with the narrow and widely promoted ideal of beauty. While Dove’s advertising may have shifted as a result of the culture, a significant portion of culture has also shifted as a result of Dove’s “Real Curves” campaign. To some women it supported the outlook they already had, and to others it caused them to re-think their own perceptions of body image and acceptance. While Dove ads worked in the past to address real women, more modern ads work to address real women and also challenge a social stigma. Dove has managed to maintain its core messaging, while modifying its ads to evolve with and also challenge the shifting cultural and generational perceptions of beauty. By translating quality ingredients to better skin health and increased confidence, Dove has continuously maintained the attention of its audience.

Works Cited 

Akan, Gloria., Grillo, Carlos. (1995). Sociocultural influences on eating attitudes and behaviors, body image, and psychological functioning: A comparison of African American, Asian-American, and Caucasian college women. DOI: 10.1002/1098-108X(199509) Vol. 18:2<181-187

Buehler, Rainer (2011).Dove Brand Book. Retrieved from http://www.slideshare.net/rainerbuehler/dove-brand-book 

Etcoff, Nancy., Orbach, Susie.,Scott, Jennifer., D’Agostino, Heidi "The Real Truth About Beauty: A Global Report". (September 2004). Unilever. Retrieved from http://www.clubofamsterdam.com/contentarticles/52%20Beauty/dove_white_paper_final.pdf 

Ogilvy & Mather. 50 Years of Dove: The Story of a Brand (1955-2005) (n.d). Retrieved from http://www.mediabistro.com/portfolios/samples_files/9bJKVI0M6lMEDNp8z8hOlCQTt.pdf