Dove is a brand infamous for incorporating the average women amidst a modern world. The Dove Evolution ad is part of the series of ads promoting Dove’s campaign for real beauty. The ad shows the transition from a natural appearance to an image fully enhanced by cosmetics, a different hairstyle, and computer image editing that essentially alter the model’s entire appearance. The final product is a billboard ad that ends with the statement, “No wonder our perception of beauty is distorted.”
This ad was extremely powerful to me because of the insight that the ad gives the consumer. With this ad, the receiver becomes a more informed consumer. I particularly liked the bold message that this ad stated. In this world filled with many forms of diversity, this ad was a refreshing change from other ads and I felt it captured the essence of beauty. It was persuasive in the way you kind of question beauty after viewing the ad.
A potential appeal that applies to this ad is aesthetic sensations because of it pertains to the true sense of beauty. Beauty is a very broad term, and this ad explores the many forms and characteristics of beauty. A characteristic of this appeal is constructing the audience, creating the sense of being both an observer and a participant, an advertiser and a consumer. Another characteristic is the ubiquity. The ad applies to everyone because beauty is seen everywhere. The characteristic of grabbing attention is also employed because of the novelty of this ad. While other ads typically portray an unattainable beauty, this ad questions the validity of other ads. I think it is the combination of these characteristics that successfully appeals to the consumer.
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