Dove – My Beauty, My Say

While this ad doesn’t aim to sell a particular product, it is clearly a reminder ad of the entire Dove brand in general. As is very typical for ads from the relationship marketing era, the ad aims to increase brand loyalty. It shows the values of the company and, as Simon Sinek suggests, it gives consumers a reason to trust Dove. Women will buy Dove products not necessarily for their superior quality but instead for what the company believes in. This ad encourages customer engagement by opening up a dialogue on social media. In this way, even if the viewers are not convinced, they will be more likely to engage with the brand and develop a sense of trust over time. Dove is aiming to create brand resonance by creating a sense of community.

The one thing that I did not think was successful about this ad was the French woman. Even though she fit in with the rest of the woman in the sense that she was judged physically, she stood out as a foreigner while the rest of the woman were clearly American. If Dove aimed to make this commercial international, they should have included more women from different countries who spoke various languages. I do applaud them on the diversity of all of the woman however, as that is a very controversial topic in today’s American environment and it’s nice to have a great influencer promote diversity and inclusion.

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