Caitlin
Panarella
AP
English Language and American Literature
Dove Commercial: An Appeal to Women
In recent years, the Dove brand has attempted to equate their name with wholesome values, such as empowering women. The brand created several advertisements, documentaries, and commercials that were mostly directed at women, one of which is entitled the “Dove Real Beauty Sketches.” This advertisement aims to evoke sentimental feelings and happiness in its audience, as women recognize their own beauty and tell others that you are “more beautiful than you think.” This naturally provides a heightened sense of self-esteem, which may, consciously or unconsciously; direct shoppers to purchase the Dove brand over others. As women can have a disproportionately lower self-esteem in their appearance than men, the commercial only featured women candidates for the social experiment. Dove makes itself singular in this manner. Interestingly, Dove “advertises” these emotions rather than the product itself, making this a more direct form of pathos.
I think the appeal to women is persuasive, especially as a marketing tool because it not only succeeds in getting women to buy Dove products, but it also enables consumers to associate the brand with a wholesome image, much like the Gatorade commercial Phoebe analyzed.
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