2: Analysis of Existing Deodorant Adverts - Dove


Unlike the Lynx deodorant advert I analysed in my last post, which strongly objectifies women, this advertisement for Dove Antiperspirant promotes the idea that women are 'confident', 'independent' and 'successful'. This opposing ideology suggests that deodorant brands such as Dove that are aimed at young women market their product by empowering women.

 The striking anchorage text at the top of the advertisement which reads "Dove Deodorant is Here for You" draws the reader's attention by using the technique of direct address. This technique directly targets the audience and makes them feel as though the advertisement is communicating a message specifically to them, therefore promoting the idea that Dove deodorant is the most relevant and adequate product for them. This idea is emphasised by the phrase "here for you", which connotes support, uniqueness and specialness, as it suggests that Dove deodorant provides support to women who use it and that the product is unique and special.

 The main image in this advertisement is of a caucasian woman holding her arms up. The position of this woman's body suggests that she is confident in holding her arms up as they smell fresh, promoting the idea that Dove deodorant fights odour and makes women feel confident.

 Finally, an image of the product is featured in the bottom right-hand corner. This is crucial in the advertisement as it shows the audience the product they are being persuaded to buy, and therefore ensures that they are familiar with the look of the product so they know what they are looking for when they go to buy it.

Comments

Post a Comment

Popular posts from this blog

1: Analysis of Existing Deodorant Adverts - Lynx Dry

Image
This advertisement for Lynx deodorant is aimed at heterosexual males aged 16-24 . For this reason, Lynx have used a number of techniques to appeal to their target audience and to ultimately persuade them to purchase the product. To begin, the most distinct feature of this advertisement is the large image of an attractive young woman bent over a cooker in a sexually provocative way. As the brand's target audience is young heterosexual males, this image has been used to suggest to the audience that people who wear Lynx will attract beautiful women, which is something that all young heterosexual males want to do. This persuades the audience to go out and purchase the product. The idea that Lynx enables young men to appeal to attractive women is reinforced by the tagline which reads "can she make you lose control?". This use of a rhetorical question is a key component in this marketing campaign as it directly addresses the audience and draws their attention. If a youn
Read more

3. Analysis of Existing Deodorant Adverts - Calvin Klein CK2

Image
This magazine advert showcases the unisex fragrance 'CK2' by popular brand Calvin Klein. The advert displayed above is for the perfume version of the fragrance, but this product is also available as a deodorant. In terms of text this advert is somewhat minimalistic, and unconventionally uses four large images to convey the brand's message and ultimately sell the product. Although this method is unconventional, it portrays a number of strong ideologies that represent the product as a diverse, modern fragrance for young people. The first of four images features two caucasian teenage girls hanging backwards off a high fence. This image connotes youth, activeness and fun as the girls' facial expressions suggest they are enjoying their time being young, wild and free. The bright sky suggests that this image was taken in the morning which portrays the idea that Calvin Klein's CK2 gives young people the determination to get up and out early, which is a quality
Read more