1 MEDIA STUDIES 120 White / Ball Dove Campaign for Real Beauty

2 The Campaign In 2004, Dove launched the very successful Campaign for Real Beauty which features real women, not models, advertising Dove's firming cream. The advertisements focus on promoting real, natural beauty, in an effort to offset the unrealistically thin and unhealthy archetypal images associated with modelling. The sentiment is articulated quite strongly through their slogan "real women have curves" as well as the campaign's Web site, which features quotes from each of the Campaign for Real Beauty models. The women share their perspectives on what real beauty is and why they wanted to be involved in the campaign.

3 The Campaign in Canada In November 2005, casting agents representing Dove Canada were in Halifax, Montreal, Ottawa, Toronto, Calgary and Vancouver to find a new group to participate in print and TV ads. The ads focus entirely on body image. The second phase kicked-off with a television and cinema advertisement (aired during Superbowl XL) which featured Canadian girls and adolescents aged five through fourteen. The girls share what they believe to be their own personal flaws. One dark-haired girl "wishes she were blonde." Another "thinks she's ugly." A red-haired girl "hates her freckles." The girl's statements are underscored by Cyndi Lauper's True Colors, sung by the Girl Scouts Chorus of Nassau County, N.Y. Dove - True Colors

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6 The Dove Campaign Dove - Evolution Dove – Onslaught Dove – Amy Dove Pro-age Campaign Dove For Men

7 Dove What is the message, or theme, of the ad campaign? Who is the target audience? How do the media makers make a wide variety of people value the message theyre sending?

8 Unilever: Personal Care Brands Axe Dove Lifebuoy Lux Pond's Rexona Signal, Close Up Sunsilk TIGI® Vaseline How to Make a Product Stick - Fox Business Video - FoxBusiness.com How to Make a Product Stick - Fox Business Video - FoxBusiness.com

9 AXE In the film The Matrix, Keanu Reeves is given two choices. He can either take a blue pill and wake up in the morning as if nothing has happened or pop a red pill and enter the unpredictable 'wonderland' of the Matrix. As millions of guys around the world know, Axe has taken the red pill.

10 Axe takes the red pill With its coolly seductive fragrances and packaging, the brand has established itself as the world's top male grooming brand by coming up with a constant stream of new ideas to keep guys a step ahead in the mating game. Each year, for example, they launch a new deodorant fragrance.

11 Adventurous & unconventional Axe claims: We've also taken the brand into a number of new areas, including shower and hair gels. Our award-winning ads and marketing are equally adventurous. In Colombia, for instance, a female Axe Patrol visits bars and clubs, frisking guys and applying body spray. Unconventional media channels are also being used.

12 Giving guys the edge First launched in France in 1983, Axe is now giving guys the edge in the mating game in more than 60 countries. It holds the number one position in several European and Latin American markets, plus has an increasingly powerful presence in Asia and the US, where it was launched in 2003.

13 Axe Ad Campaigns YouTube - Funny Axe Ads - Touch the Girls YouTube - Funny Axe Ads - Touch the Girls YouTube - Axe Dark Temptation YouTube - Axe Dark Temptation YouTube – Axe YouTube - The AXE Effect - Women – Billions YouTube - The AXE Effect - Women – Billions

14 Assignment Find a partner. Complete the questions assigned. Consider your stance on this broader question: Dove and Axe: Examples of Hypocrisy or Good Marketing?; be prepared to defend your stance in a class discussion.