BUSINESS

COMMUNICATION
PRINCIPLES OF PERSUASION

19DM097
https://www.youtube.com/watch?v=odH1z4wrjeM
 Quick Overview

 Dove found its roots back in 1957 and created a legacy around real beauty, self- confidence, self-appreciation.
 Dove’s journey from “simple face test” on tv to “Campaign for real beauty” on digital has been beautiful.
 This particular advertisement is part of “Real Beauty” campaign with the hashtag #Letsbreaktherulesofbeauty.
 ARISTOTLE MODES OF PERSUASION

 ETHOS (PERSONAL CHARACTER)

Innocent nature of the children.
Credible character of the mothers.
 PATHOS (Emotion)
Empathy.
Unkindness.
 LOGOS (Logic & Reason)
Discontinue pre-conception of beauty.
 Cialdini’s Persuasion Model

 SCARCITY
Less of the “beauty features” in real life.
 AUTHORITY
Mothers hold an authoritative position in their child’s life.
 CONSISTENCY
How? Why? This preconception of beauty.
 Contd.

 LIKING
A light shade of liking, towards the mother.
 SOCIAL PROOF
6 out of 10 women feel the pressure to look beautiful. Breaking the rules of beauty, Embracing It.
 After Effect

 Sales increased to $4 billion from $2.5 billion after the campaign.

 Research from a Harvard psychologist showed that more women today describe beauty on a wider variety of
quality outside of just looks.
 8 million views on YouTube.
 The campaign for real beauty was also discussed on The Ellen Show.
 SWOT
STRENGTHS WEAKNESS
 Apt target audience.  Conflicting Messages.
 Smart channel selection.  No catering to price-sensitive market.
 Strong message of women empowerment.  Primarily targets female segment and non
 Re-positioning strategy. popular male products.
 Parent Brand-Unilever.

THREATS OPPORTUNITIES
 Negative image due to unilever association with  Can concentrate on products for male.
axe, fair & lovely, etc.  Target market is growing.
 Easy prospect of being copied  Geographical extension to non-urban areas.
eg- olay.
THANK YOU.