Advertismement Analysiss

Advertisement Analysis

After selecting a market segment, company need to design an advertising way which tailored with the characteristic of that particular segment to deliver the product information to target consumers. Here are some examples of advertisement applied to promote in Dove Company.

Advertisement 1 (refer to Appendix I)

This is a video advertisement. There is a woman sitting in front of the mirror by straightening and blowing her hair that try to beauty her hair outside but cause damage deep inside. After using New Dove Intense Repairs hairs shampoo that repair the heart of the hair the women able to enjoy the freedom to color, cur, straighten and tied. This advertisement tells consumers that by using their New Intense Repairs consumers able to enjoy ¼  total moisturizing milk that has been reinvested with fiber actives to go deep inside to repair damage of hairs and six times stronger. So consumers have the freedom of beauty hairs. This advertisement is applying positive message framing where it tells benefits that a consumer can gain when using its products.

Advertisement 2 (refer to Appendix II)

This is a billboard advertisement. From the advertisement all of these women are from different range of age with different types of hair style. They smile happily. This advertisement tells consumers that Dove believes all women have beautiful hair when it’s deeply cared for. No matter what length, style, cut, color or texture you can discover the beauty in your own hair with the deep care in Dove Shampoo and conditioner. None of the women are hair model but after using Dove hairs shampoo neither you. This advertisement is applying positive message framing where it tells benefits that a consumer can gain when using its products.

Advertisement 3 (refer to Appendix III)

This is a video advertisement. The advertisement is dividing into three sections, the first section is a women attending wedding with curly boom hairs. The women feel irritating with her hairs while others smile happily with photos. When ready to capture photo the women hide beside the bold guy because of her hair. The second part of the advertisement is an office lady get wet in the rain, after she arrived office and get into lift she feel shock to see hers messy straight hair. She even sees her colleague with same problem with her. The third part of the advertisement is three women go into fitting room for testing clothes. One of the girl after she wear the clothes her hairs turn to become frizzy. This advertisement tells consumers that dry, rough and dizzy hairs needs superior moisturisation. Dove Nourishing Oil Care with Nutri-oils with deep nourishes and moisturizes hair living at 99% softer and smoother to get your hair look amazing. This advertisement is applying positive message framing where it tells benefits that a consumer can gain when using its products.

Overall Advertisement Analysis

The purpose of advertisement is to let consumers knew about the existence and the characteristic of the products. Most of the advertisement of Dove used white color on their products to present gentle and peaceful feeling toward female consumers. This is because Dove wishes to link the meaning of white color inside consumer’s mind with their product. When looking at the products, the color of white will link consumers think of Dove’s hair care products with gentle and love care.