Advertising and Dove Campaign

1 January 2017

I would also thank my Institution and my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers. And to God, who made all things possible. Functional Analysis of “Dove Campaign for Real Beauty”. The standard of beauty today, at least as many women perceive this standard via the mass media in general and advertising in particular, is unnatural, unhealthy, and unrealistic. The purpose of this study is to probe deeper into the methods of verbal grammar in the multimodal text in the field of advertisement.

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This study was based on Dove’ advertisements, and on a related questionnaire that was filled by informants. Results and relevant findings reveal that language in advertisements has an enormous impact on consumers’ behavior. Hence, the discussion of this research project elaborates how lexicogrammatical patterns, in an advertisement context, are used to realize the meaning behind the scene as intended by the advertiser. Therefore, I’ve chosen the Hallidayan framework in conducting an interpretative analysis. Halliday’s work emphasizes that language cannot be divided from meaning.

How does advertising influence consumer’s choice of the product? How do language choices construct solidarity between addresser and addressee? Functional Analysis of “Dove Campaign for Real Beauty” 7 As for the advertisement, I’ve chosen Dove Campaign for Real Beauty because it aims to empower participants (girls & women) by promoting the idea of “being yourself” and create new ways to view beauty, body image and self-esteem. In addition to the fact that cosmetics companies and media portray images of impossible perfection taking confidence away from women while Dove’s brand image is of simplicity, purity and innocence. However, there’s a hidden aim (or message) of this campaign.

Although Dove’s Campaign provides an alternative definition of beauty and seeks to unite women through this shared concept of “real beauty”, it also promotes, encourages and convinces participants (or consumers) to buy its products (in other words as if it says: “want real beauty then buy Dove”). Even though the data is directed to the female consumers, the analysis will considerate all the audiences of both genders, as men are also stimulated by such genre of advertisements; many women have affirmed that most of the men they know usually tend to ask them such typical questions: what’s your beauty secret?

Is it Dove? Thus, in this project, the focus of analysis will be on: • How meanings are encoded by advertisements. Functional Analysis of “Dove Campaign for Real Beauty” 8 • Lexical sets predominating in the advertisements, their reflection and roles that they convey. • Type of relationship established among the participants involved in the advertisements. • Interaction between visual and verbal English. • Patterns of transitivity and the types of processes used. Functional Analysis of “Dove Campaign for Real Beauty”.

Functional Analysis of “Dove Campaign for Real Beauty” is of great importance in our world of competition. It is important for both advertiser and intended consumer. However, consumers cannot quickly purchase a product they see advertised unless media outlets allow them to interact with the messages being delivered; then the ability of advertising to quickly stimulate demand will improve. Ever since Man roamed the earth, advertisements have existed; indeed, archaeologists have found evidence of advertising dating back to the 3000s BC, among the Babylonians.

However, from ancient times to the modern era, advertising has greatly evolved. Advertising as a discrete form is generally agreed to have begun with newspapers in the seventeenth century, which included line or classified advertising (mediaknowall). Back then, advertising was a kind of early commercial information. In other words, the main aim of advertising in the early centuries was only to provide consumers with basic information about the advertised product, its price, features, uses and advantages rather than also encouraging and persuading them to purchase and buy this specific product.

Hence, until the late nineteenth Functional Analysis of “Dove Campaign for Real Beauty” 11 century, simple descriptions of products served their purpose. However, this changed when advertising entered the modern years. The development of advertising was greatly influenced by technological advances, which meant that illustrations could be added to advertising, and color was also an option. Consequently, advertisement had become a major force in marketing, and had achieved a significant level of respect and esteem.

In order to better understand the status of the advertising industry in today’s world, it is helpful to have good background knowledge of its history and to appreciate and validate the factors which influenced the effectiveness of advertisements such as space, text, pictures, colour, sound, movement and entertainment value, as to the phases that contributed to the progression of advertising. The timeline below shows respectively some of the constantly changing phases in the history of mankind that advertising went through, starting from verbal advertising to branding and marketing.

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