Doves refusal to turn away to aesthetic convention is a clever piece of branding, unifying(a) its products around a compelling idea and setting Dove apart from rivals Johnson & Johnson and Nivea. But ordain the promise of real beauty draw women in, once the media brouhaha has died down?
Showing real women and practical body shapes in beauty and fashion advertising arent new ideas. The two approaches, though linked, arent one and the same, however. A few years ago, the up-market mail-order brand, Boden, photographed customers alongside professional homunculuss in its glossy catalogues. At around the same time, Marks & Spencer ran advertising featuring average (i.e., larger) women, with whom it thought process its customers would identify. Bodens customers, who all had great figures and looks, were a hit; Marks & Spencers realistic models failed to catch on and were phased out.
The crux of the issue is what makes women feel good.
One approach assumes that there are certain classic looks, which we would all secretly love to possess. When we see a beautiful model promoting a brand we respond imaginatively and, for a moment or two, feel beautiful too. Rationally, we know the product will not change us, but the power of association is so great that, deep down, we feel as though a little of the models magic has rubbed off.
Opposed to this is the idea that contemporary, self-confident women pauperism to see figures and faces like their own celebrated in advertising. The enigma here, however, is that the whole thrust of consumer culture (the popularity of makeover programs, the phenomenal...If you want to get a full essay, order it on our website: Ordercustompaper.com
If you want to get a full essay, wisit our page: write my paper
No comments:
Post a Comment