Dove’s campaign for real beauty addresses the “Ought Self” from the self discrepancy theory that women should feel about themselves – meaning women should feel comfortable in their own skin and that their perception of beauty should not be based off of distorted celebrity images. As a result of Dove branding itself as a communicator of real beauty, this follows the Cognition-Affect-Behaviour hierarchy of effect. Consumers watch this video and will be aware of Dove’s unique positioning of promoting real beauty, will feel good about buying a beauty product from a brand that promotes embracing imperfections which will then lead to purchasing behavior by customers who want to show off their natural beauty.
This campaign also has a strong emotional connection with Dove’s women consumers, since it is a fact that vanity and personal image is an important aspect in women’s lives. For Dove to show the harsh truth about the public’s distorted reality of what they perceive as being beauty, they cut their advertisement out of the clutter and make a lasting impact on those who watch the video. With consumers having access to so much information nowadays with the Internet, it is important that companies clearly communicate their position in the market and their differentiating factor, and Dove has successfully done that with their real beauty campaign.
Jaclyn Tong, 06275583, Comm335-001, Self discrepancy theory, hierarchy of effect, emotional connection