The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in aiming to build self confidence in women and young children. The research created a new consumer-centric vs product-centric advertising strategy, which Joah Santos named iconic Point Of View P. The first stage of the campaign centered on a series of billboard advertisements, initially put up in Germany and United Kingdom , and later worldwide. The spots showcased photographs of regular women in place of professional models , taken by noted portrait photographer Rankin. The series received significant media coverage from talk shows , women's magazines , and mainstream news broadcasts and publications,  generating media exposure which Unilever has estimated to be worth more than 30 times the paid-for media space.
Case Study of Dove’s “Real Beauty” Campaign
Case Study: Doves Campaign For Real Beauty - Words | Cram
The media theory associated with this case study is Uses and Gratifications. Due to various human social and psychological needs, consumers generate certain expectations presented by the media, resulting in needs gratifications Laughey With the Dove case study, cellulite is a justified problem affecting the majority of women in society. As active and intuitive media users, consumers have the right.
Dove Real Beauty Case Study
From game changer to a breath of fresh air, from hypocritical to sexist and sneaky, the dove campaign for Real Beauty has been called all these things. A campaign whose major innovation and intention was to use advertisements that featured real women rather than celebrities or models sparked so much, why? The case study takes a sociopsychological perspective to the entire commercial. This case study is being done in order to understand the nature of advertising which has become more complicated as the consumers are being exposed a lot of things and the society is changing.
They want to keep the focus surrounding. Dove bar reformulated as a beauty soap bar. Through the years, Dove has expanded its product line to body wash, facial cleansers, moisturizers, deodorants and hair care products. The major problem that Karen Dunleavy is faced with is further establishing the Dove brand in a highly competitive market in the beauty industry.