INTEGRATED

MARKETING
COMMUNICATION

Analysis of TV
advertisement of 3
different soap brands

Presentation By

Name Roll No. PRN No.

Anirudh Tiwari 45130 22020141030
Anirbanjyoti Kar 45128 22020141028
Pemila Sherpa 45236 22020141136
Nabil Akhtar 45220 22020141030
Mesbahul Alam 45212 22020141112
Mayank Mishra 45208 22020141108
 BRANDS CHOSEN

Dove Lux Pears

DOVE ADVERISEMENT ANALYSIS

Target Audience
Dove soap advertisements typically target women of all
ages, races, and ethnicities.

The brand is known for promoting body positivity and self-

confidence, so their ads often feature diverse models with
different body types, skin colors, and ages.

Commnication Objective
The communication objective of Dove soap advertisements
is to promote the brand's products as being gentle,
moisturizing, and nourishing for the skin.

Dove aims to challenge conventional beauty standards and

promote body positivity by featuring diverse models with
different body types, skin colors, and ages in their ads.
DOVE ADVERISEMENT ANALYSIS

Message Strategy
Dove advertisements often feature diverse models with
different body types, skin colors, and ages to showcase the
inclusivity of the brand and to connect with a wide audience.

Type of Appeal
Dove's advertisements typically use emotional appeals such as
empathy, empowerment, and self-confidence. They aim to
make the viewer feel good about themselves and their
appearance, and to challenge societal beauty standards that
can be harmful to women's self-esteem.

Execution Framework
Dove advertisements often feature diverse models with
different body types, skin colors, and ages to showcase the
inclusivity of the brand and to connect with a wide audience.
LUX ADVERISEMENT ANALYSIS

Target Audience
Fans of Virat Kohli and Anushka Sharma
People who use Lux soap
Young adults and couples
Urban consumers

Commnication Objective
The communication objective of the advertisement is to
promote Lux soap as the choice for achieving a "moonlit
glow" on the skin,.

It aims to reinforce the brand's heritage as the soap of

choice for film stars.
LUX ADVERISEMENT ANALYSIS

Message Strategy
The overall message strategy of the advertisement is to
associate the use of Lux soap with the idea of achieving a
radiant and glowing skin that is desirable and captivating.

Type of Appeal
The Lux soap ad featuring Anushka Sharma and Virat Kohli is
using emotional appeal as its primary strategy to evoke
feelings of admiration, attraction, and romance in viewers.

Execution Framework
The advertisement tells a straightforward tale of Virat's
fascination with Anushka's glowing complexion after using
Lux soap.
PEARS ADVERISEMENT ANALYSIS

Target Audience
Pears soap brand primarily targets people who value
natural and gentle skincare products.

It is also marketed towards people who are looking for a

soap that is free of harsh chemicals and artificial
fragrances.

Commnication Objective
The communication objective of Pears soap brand is to
position itself as a gentle, natural, and trustworthy skincare
brand.

It aims to to position Pears soap as a gentle and natural

alternative to harsher soaps, emphasizing its mild and
moisturizing properties.
PEARS ADVERISEMENT ANALYSIS

Message Strategy
The message strategy of Pears soap brand is to
emphasize its use of natural ingredients and gentle
formulations.

Type of Appeal
Pears soap brand primarily uses emotional appeal in its
communication. It’s advertisements often use emotional
storytelling to connect with the audience on a deeper level.
They may use music, voiceovers, or other techniques to
create an atmosphere that resonates with the viewer.

Execution Framework
Pears soap brand's executional framework revolves around
its use of natural and gentle imagery in its communication.
Its executional framework is focused on creating emotional
connections with the audience, emotional storytelling to
promote positive change and self-confidence.
THANK YOU