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    This document analyzes a Dove advertisement that features three women of different races and body types. It notes both positives, like showing diversity, and negatives, such as favoring Caucasian women and using a before-and-after comparison. There is discussion of how the placement and ordering of the women could imply stereotypes or promote whiteness as the ideal skin tone. The document concludes by saying Unilever should have considered these issues more carefully given the racial sensitivities in their target market.

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    This document analyzes a Dove advertisement that features three women of different races and body types. It notes both positives, like showing diversity, and negatives, such as favoring Caucasian women and using a before-and-after comparison. There is discussion of how the placement and ordering of the women could imply stereotypes or promote whiteness as the ideal skin tone. The document concludes by saying Unilever should have considered these issues more carefully given the racial sensitivities in their target market.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    20 views9 pages

    Ad Project Dove

    Uploaded by

    api-273179216
    This document analyzes a Dove advertisement that features three women of different races and body types. It notes both positives, like showing diversity, and negatives, such as favoring Caucasian women and using a before-and-after comparison. There is discussion of how the placement and ordering of the women could imply stereotypes or promote whiteness as the ideal skin tone. The document concludes by saying Unilever should have considered these issues more carefully given the racial sensitivities in their target market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 9

    Dove VisibleCare

    Yna Barcelona, Macia Chen, Cydney Ee, Jane Iio

    Advertising Agency
    Edelman Public Relations
    Unilever Global

    Targeted Groups
    African American
    Women
    Women who are in their
    late 20s and mid 30s.
    Caucasian women
    Carefree women

    Positives

    This advertisement shows women with different body shapes


    that captures all types of women, since women are all
    different shapes and sizes.
    Diversity with the images were shown as well. The variety of
    skin tones shows how these women came from different
    backgrounds which can get a huge market to buy these
    products.
    The ladies in this AD seem comfortable and happy with their
    skin and themselves, which empowers women, and also
    shows how if you use this product it can create the same
    effect on women.

    Negatives
    Favoring white skin/
    caucasian women
    Only targets women
    Shape of African
    American lady
    before and after
    placement of the women

    Interpretations
    What is the definition of
    beauty according to dove?
    o Skin color
    o Smooth (ashy)
    "Bye-bye black skin, hello
    white skin! (Scrub hard!)"

    Ad Efficacy
    Dont notice the racism
    at first glance
    Before and after
    comparison
    Stereotypical, African
    women seems more
    jolly and two women
    seem poised

    Ways to Make it Better

    Background
    Order of the three women
    More variety of women
    Make the picture of the
    product bigger

    Final Thoughts
    There are many opinions about this
    advertisement, the placement of the women and
    where they are standing under is questionable to
    many people. Although some people may say
    that it is blown out of proportion, I think the
    creator of this ad should have thought of it and
    made a better judgment. Unilever is a known
    and is a well established brand. The Dove
    promotional team had to do some research on
    the market they are trying to capture, therefore
    someone must have thought of the negative
    outcome it can steer. Especially US is a very
    opinionated and racial sensitive market.

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