This advert is for Dove, the message in this advert is they got the person to describe themselves with personality and looks, they have to describe themselves to a person they cannot see and while they are describing themselves the other person is drawing the person that is describing themselves. Before they done this they met up with new people that they have never met before and went out for lunch so after the person has described themselves the other person who they met up with then describes the person before and typically the image of the person that is being drawn, when they are describing themselves it is usually a lot more sad and depressed to how other people describe them.
The primary audience for this product is mainly for teenage and middle age women, this advert is slightly stereotypical and only has women in the video however it can be aimed at males as well. The secondary audience is younger people and to the ones who it doesn't effect. They done this for so the audiences opinions on themselves would change so they would be able to feel better than they thought they are and so they would stop putting themselves down for thinking that they where not as pretty/ good looking as they actual was.
This advert came out April 14th 2013, I believe they chose to put it here because there was a large amount of suicides at the end of 2012 and the beginning of 2013, by putting this advert out in the middle of the year they are helping people try to feel good about themselves as a large amount of people don't like what they look like and strongly believe badly about themselves so putting this out they are helping people they don't feel too good about themselves and is decreasing a number of suicides as people will get the message that they aren't as ugly as they think and this advert makes the audience open their eyes and realize they their friends see them a lot differently to how they do. This advert was being shown on the main channels, normally where the soaps and the needs had been shown, this is because this is where most of the young people would be spending their time to be catching up on the latest soap and where middle aged women would be looking when they wanted to see the news. I think that these adverts would have been shown during the evening and at night, this is because this is when most people would be sitting own enjoying their own time whereas during the day they would be busy working so in the evening and night time they would be able to sit down and pay attention to what was being shown on TV.
This advert is part of a mini series, this is because there is a lot of beauty adverts that have been shown before, they all have a similar message but they are being shown in many different ways. All of the Dove messages are telling people that they are beautiful and it doesn't matter what they think of each other, for example when they do their deodorant they say its for nights out and that it gives people a lot more confidence because they wont be worrying about what they smell like and they will just be enjoying the night without having to worry. When you put the videos together they all have the same message but just in different ways.
In this advert a number of persuasion techniques are being used for example it has self-perception, we know this because they have to describe how they see themselves and how they think other people see them. Also this advert could be classed as shocking, this is mainly at the end of the video when both drawings have been reviled to the person who thinks bad of themselves, we are able to see the difference between the 2 and seeing the reaction of the model and seeing how she feels about it would leave the audience feeling shocked and surprised at the difference. Within this message it is also extremely serious as it shows something that effects people daily and is very important to people that if the message is not brought clearly and properly it can and will effect peoples lives, sometimes in mini adverts they use celebrities however in this case they have used an expert to draw the people and by doing this it will cause more effect than if it would if it was just a day to day person, by using an expert it allows people to take into take into consideration what the message is about and lets people know that they know what they are talking about.
This advert attracts people buy relating to the real world and they have used things that people could relate to, they interest people by saying at the end of it that it is "recommended by experts" and in the reviews it also says that is it really good and a lot of people recommend it to people. This advert doesn't really have any dire or actions it just makes people fee more confident in themselves and it isn't about people making other people jealous about what they have and other people don't, its more important that people feel happy within themselves and just has the logo at the end of the advert to make sure that people know what the product is.
The benefits that are offered within this product is that people are able to feel good about themselves and they wont have to worry about their appearance as much as they did. This advert has advantages over similar to other adverts as this one is more relatable than most of them, it includes real problems and says how people feel and how it affects them, it has views of other people as well so its not just a one sided thing. That's also the same with the life appeal, it benefits people with their life style because the more confident someone is the better they will be working and the more happier they will be doing it so it will effect not only their happiness but will also help with the way they see the world and what they do. This brand is also unique because it shows everyone that they are different and makes them feel good about themselves . Doves brand identity is about confidence and they take pride in their moistener as its the one they take most pride in, when people think of Dove they instantly think about beauty products and boosting confidence.
''Ofcom is the independent regulator of televission, radio, telecommunications and wireless. Part of their role is to set standards for television advertising. All television broadcasters must comply with these standards in relation to any advertising they transmit'' says www.ofcom.org.uk › category-2 › foodads_new . Ofcom goes with this because they have the say in what aging the advert is going as, what times of the day it will be on, this links to the dove advert because they are saying that it is acceptable for it to be on during the day and that it is okay to be shown during the day as it is acceptable for people all ages.
The term ''miss-en-scene'' means what is in the frame at the time so this includes everything that is on the screen at the time. In this advert there are many camera shots, for example there are wide angle shots where we can see a large sector of their surroundings and can see what the room is like, there are close up shots where the camera is focusing on specific point in the advert such as the models/artists face or the drawing that is being produced throughout the advert a good example of this is at the beginning where the model starts to walk in and the camera zooms in to their facial features such as their mouth their eye.
Iconography means the visual images ad symbols used in a work of art or the study or interpretation of these.
The editing of the advert is extremely important, this is because when editing you decide what music to use so for example if the advert is about a serious matter you wouldn't have happy music playing and if the advert is about something sad then you wouldn't have happy dance music over top. not only is the music part important but you have to make sure all the scenes like up and make sense, you have to make sure that nothing is being cut of, there is no jumping between the sense, its your job to make sure that the advert runs smoothly without there being any skipping at random parts of the advert. not only would the adverts want to be able to show their meaning through the message but would also want to put special affects in it, an example of this is they could put animation on it, they could put extra writing on it. By doing this they are able to make messages more clear as they are able to put the most important things on the text so people know what the most important part of the message is coming across and making people more aware of it. One example of this at the end of my advert, the dove one at the end of the video it has the Dove logo which makes it clear that the avert is to represent dove, this is a better way to show the viewers what the product is because not only does the video say what it is but it also shows what the label looks like so people are able to find it easier at the shops.
Dove has been working really hard throughout the years to continue getting the good response that they have always been doing, they have been going since 1957 so they have been doing everything they can to keep their customers, their main target audience is teenagers to elderly women. They focus on products that allow women to feel comfortable in themselves so they do a lot of skin care for example, anti wrinkle cream, soap, deodorant, shampoo and much more as shown in the image below.
However Dove has not always been amazing with their campaigns. In 2018 they had an advert that had been banned. I am not able to find the actual advert but i am able to able to link a video where the media had been taking about it.
https://www.youtube.com/watch?v=zkIrbVycAeM
This video had been banned because Dove had been accused of being racist however from my point of view they are showing that their products are available for everyone no matter who they are. Dove had taken a lot from this, they had realised that the media was a lot more sensitive and they need to do some more research on what is okay to publish and what is called as being racist.
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