Dove Reverse Selfie

REverse selfie

by dove

Student: Giulia Leoni Pezzali Contact info - 492470 a.a. 2023-24

ENGLISH FOR COMMUNICATION STUDIES

Presentation outline

04. Target audience

01. Dove commercial

07. Commercial strategies

05. Visual and aesthetic elements

08. Conclusions

02. General information

03. Field, tenor and mode

06. Message and ethical considerations

"By age 13, 80% of girls distort the way they look online.Let’s change that. Social media is a big part of young people’s lives -- but retouching apps and the pressure to post the ‘perfect selfie’ are hurting their self-esteem and confidence. Have the selfie talk with a girl you love to reverse the damage and celebrate real beauty. The Dove Self-Esteem Project can show you how."

01. Dove commercial

02. General information

company

Dove is one of the world's most esteemed global personal care brands

objective

This ad does not showcase a particular product. Instead, it raises awareness about a social issue

LOGO- COLORS

BLUE: associated with calmness, truth and stabilityGOLD: elegance, prestige, luxyry

03. Field, tenor and mode

Field

Impact of social media and beauty standards on teenage girls' confidence

tenor

Dove as a brand and the audience

mode

TV broadcast and online media as a visual medium

04. Target audience

Purpose of the commercial

Potential buyers

Dove's campaigns mainly aim to women and families. Lately, the company is pushing forward messages of inclusivity

Body-positive message to expand visibility of a social issue to reach a wider audience

05. Visual and aesthetic elements

video advertisement

• Beauty filter apps and Instagram. Main idea: teenagers are vulnerable to social media and beauty standards
• Melancholic music, sentimental tones.
• Backward effect #ReverseSelfie

FURTHER CAMPAIGN

• Series of photographic posters

06. Message and ethical considerations

A CURRENT ISSUE

• Growing ethical concern after daily screentime of teenagers is rising since 2020
• Potent message of activism, shedding light on the challenges faced by teenage girls

“The pressure of social media is hurting our girls’ self-esteem. More screentime during thepandemic has made things worst”

Does Dove's commitment to this cause genuinely reflect a concern for the well-being of young individuals, or is the company primarily motivated by a desire to boost its sales and market share?

Read

07. Commercial strategies

BRAND-BUILDING

• The advertisement does not showcase a specific product
• This commercial is considered "brand-building" advertisement. They reinforce the identity and values of the brand and seek to create a positive perception of it

• Focus on appealing to the emotions of the viewer
• Builds trust between the consumer and the brand, which makes use of storytelling to achieve a long term impact

08. Conclusions

Brand's commitment to social media distortion issue

Ethical mesaging and emotional storytelling reinforce the brand's identity