Week 2 Analysis: Brands & The Human Connection/Curating 3
- Jan 14, 2016
- 2 min read
The target audiences of the Dove’s commercial ad “You’re more beautiful than you think” connects with both female and male audience emotionally. However, the target audience of this advertising video is every female audience from young to old. All women who saw this video can be inspired, because it shows women that they are more beautiful than they think are and promotes natural beauty.
The campaign is a short video featuring a forensic artist who is sketching women based off the descriptions they give themselves. It breaks a stereotype that women feel pressure to fit into in order to be defined “beautiful,” such as having nice skin, having nice face, having nice hair, being skinny, etc. They focus on message that it sends to women about beauty. They also give confidence to audiences about who I am and lead to change their stereotypical definition of what the media may portray as “beautiful.” Like this, they are trying to connect audiences with by feeling, and it supports the Dove brand effectively.
Dove engage with their audience in this medium by using creative unconventional strategy. The entire atmosphere is calm and soft with melodramatic music. They use mostly white color that stands for peace and silence. It can draw audience’s attention and attract their emotion effectively. They communicate a deep connection and understanding of their target audience instead of talking about their product.
This creative campaign perfectly worked, so they have garnered a great attention from large number of viewers. This because it has sparked such a wide range of reactions and elicited a strong emotional response from viewers. One of the key factors that they can success is video’s sharing by eliciting the intense emotional responses of happiness, warmth and knowledge from its target audiences. The Dove brands give viewers a reason to share the video.
As a media communication student, the take away from this media campaign is that connecting and understanding is important. This video elicited people's emotional response instead of revealing their brands, and it brought great results to them. Today's society is connecting with huge social media in online, so any stories can share very quickly with person to person. I think that the first key to attract people's attention is understanding people's mind and thoughts. This short video is great example of video commercial advertising that touches the hearts of many viewers and leads to viewer's emotional reactions successfully. I will always remember this lessons provided from the Dove ad. I will use this effectively in the future.
Comments