Advertisement Analysis Essay Writing Guide
Advertising plays a huge role in modern life. It interrupts TV and radio programms, decorates (or defaces) the sides of buildings and sometimes it seems like it’s the main function of the internet. It’s estimated that over $450 billion is spent on advertising every year, nearly a third of it in the United States alone.
The advertising industry hasn’t always been measured in US dollars either, because it’s old; Roman sesterces used to pay for quite a lot of it (both political and commercial advertising materials have been found in the ruins of Pompeii) and archaeologists have discovered ancient Egyptian posters that they think were advertisements.
With all this history and money involved it’s no wonder that advertising is a much-discussed subject, and a common essay topic is the analysis of an advertising campaign. Most essay writers aren’t advertising professionals though, so what’s the best way to go about it?
Introduce the product or service being advertised
It doesn’t matter if it’s an insurance company, a political party or a new brand of salad dressing; don’t assume that your reader has heard of it. Make sure to give a short history, a description (and perhaps how it compares with some competitors) and an idea of its market share.
Discuss who the advertising is aimed at
It’s almost impossible to make an advert that’s going to appeal to everyone, unless you’re selling a tree that money really does grow on, so every advert has a target audience. The target audience will influence its style, so in turn the style can be used to work out the target audience. For example an advert that uses skateboarding images is aimed at teenagers; an offer of payday loans is aimed at people who can’t manage money and don’t look like learning any time soon.
Estimate how popular the advert has been
This used to be quite difficult to work out. Often it was a matter of seeing how many people bought a newspaper that the advert was in (or watched a TV programme that it interrupted) and guessing what percentage paid any attention. Now, though, the internet makes it much easier to track. Popular adverts, especially if they’re amusing, often go viral. When this happens social networking sites like Facebook and YouTube make it easy to see how often they’ve been viewed and forwarded. Just make sure it’s not being forwarded with a tag that says “Look at this dumb advert LOL!”
You can also look at the history of similar adverts, if any exist, as well as new techniques or media that have been pioneered. Before you start adding these refinements, though, make sure you’ve covered these three basics thoroughly.
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Dove Advertisement Analysis
Dove body wash is a Unilever brand under personal care category. It is a packaged consumer good under the beauty classification. Dove Body wash caters for the generic female market since it is a beauty body wash. For the purpose of this case study, the focus will be on dove body wash for beauty (Egendorf, 2006). Dove body wash for women is sold in over 80 countries in the world. it is, however, produced in only 13 countries spread over six continents. this means that the company has to come up with the right advertising approach to gain presence in the countries where it does not have active production of the product.
Purpose of the advert
Unilever ltd, the owner of Dove brand, realized that there are issues that affect female demographic that stem from the advertising campaigns. In 2004, the company pointed out that most of the women grapple with self-acceptance and body image. The media is awash with falsified perceptions of the ideal beauty. Dove Body wash advertisement, which is part of Dove Campaign for Real Beauty, seeks to discount the stereotypes peddled by conventional adverts the campaign’s goal is portraying the benefits of the body wash as real. The advert portrays the body wash as a product that has attainable benefits among all the women regardless of how they look.
Adverts in the cosmetic industry use models whose looks are above the ordinary woman that eventually uses the advertised product (Blythe, 2006). As a result, the consumers of the product end up with a false an idea about the product. prolonged use of the cosmetic products advertised using the generic approaches is disappointing since the product in itself is incapable of changing the look of the consumer to match up with the model (Egendorf, 2006). The mismatch between expectations and outcomes leads to increasing dissatisfaction with the product hence the decline in sales.
Dove body wash is part of female product line that has positioned itself as a brand that can be used by all women regardless of their looks. The advertisement campaign works towards the creation of self-acceptance through propulsion of the ideal that beauty is relative and unique. Therefore, there is no need for a woman to work towards vane emulation of plastic beauty peddled by the majority of the advertisements in the cosmetic industry.
Dove Body wash advertisement Campaign not only focuses on the social aspects of beauty. On the contrary, it states the simple capabilities of the body wash without any form of exaggeration. The adverts also mirror the reliability of the Dove body wash for women body care. The adverts use real women as opposed to the models in order to indicate the real goal of the product, which is taking care of all the diversified needs of the women regardless of their looks or race. Because of this creativity, the company has been able to distance itself from the fallacies of beauty while attending to the real needs of the clientele (Blythe, 2006).
social media advertisements
The social media campaign for doe body wash is accommodative of the women regardless of their look. It is an extension of the mainstream media advertisements which seek to portray the women according to their real beauty.
Read also about the advertisement analysis on Bentley Motors
Major competitor for the product is Nivea, which is produced by German based company Bierersdof. Nivea body wash are sold using the Nivea name just as Dove body wash. Nivea body wash has become increasingly diversified to include the male products. However, the Nivea adverts have always been poised for the niche market made of the well to do people. Dove body wash is inclusive whereby; they seek to meet the needs of all the people. They are also diversified such that they cater for the different women needs (Egendorf, 2006). Both companies use the same media outlets to advertise their products. The companies advertise on billboards, mass and print media.
The main difference in the company’s adverts is the focus that they assume. Nivea body wash are advertised using the generic approach of models. The essence of Nivea adverts is to create the illusion among the women that they will end up with the looks similar to those of the models. The direct message in the Nivea adverts is how transformed the user will be after using the products being advertised (Pride & Ferrell, 2008). The subtle message in the adverts is that the women have to look like the models for them to be deemed as beautiful.
This perception is misleading since some of the qualities that the model have are inherent. There is nothing that the product adds to the inherent qualities (Kotler, 2000). On the other hand, Dove body wash is advertised using real women. The advertisement approach sends the message that one does not have to be a model or possess model-like qualities to be beautiful. As a result, most of the women are open to the idea of self-acceptance. Dove campaigns are based on truth without any unnecessary exaggerations.
Dove Body wash Campaign, which is part of Dove Campaign for Real Beauty, uses most of the conventional media outlets to publicize the idea. There are advertisements on the digital media such as the television and FM stations. Adverts for the campaign are designed to suit the target media. However, the modifications do not change the main message of appreciating the real beauty in the women. The billboards used for the campaign depict happy women from all the races. Promotion of the fund is by extension promotion of the brand.
Blythe, J. (2006). Marketing (1st ed.). London: SAGE Publications.
Egendorf, L. (2006). Advertising (1st ed.). Farmington Hills, MI: Greenhaven Press.
Kotler, P. (2000). Marketing management (1st ed.). Upper Saddle River, N.J.: Prentice Hall.
Pride, W., & Ferrell, O. (2008). Marketing (1st ed.). Boston: Houghton Mifflin Co.