Positive And Negative Impacts Of Dove's Real Beauty Campaign

Contents

1. Introduction 2

1. Dove’s Real Beauty Campaign 2

2. Lay’s Potato Chips. 3

3. Wimpy 3

4. An in-depth Comparison of the Three Brands 4

5. Positive and Negative Effects of Globalisation 4

6. Conclusion 5

List of References 6

Globalisation and its Impact on Advertising

1. Introduction

Globalisation has made the world a smaller place and communication a lot easier. Social Media and the internet have greatly assisted globalisation as the whole world can access anything on the internet. Advertising has become both more complex (as branding can be more specific to locations to be relatable to people) and easier (as a good campaign can be translated and shown worldwide). This essay will discuss three campaigns, a worldwide campaign; a location specific campaign and a local South African campaign.

1. Dove’s Real Beauty Campaign

Dove is an international brand owned by Unilever. For years Dove has been promoting a campaign to make women all over the world feel beautiful in their own skin. Dove has been redefining and questioning what “Real Beauty” is for the last 12 years (Campaign US Staff, 2016). Although Dove has various campaigns and various advertisements though out the years, the message stays the same: you are beautiful, as you are.” A very famous advertisement in this campaign, is an experiment. In various countries women are given two options. They can walk through the “Average” door or the “Beautiful” door. In every country, the women almost always choose