Wk 2 Analysis: Brands and the Human Connection/Curating 3

The Dove “Real Beauty Sketches – You’re more beautiful than you think” advertisement made a powerful impact. Addressed to women who underestimate their beauty, this simple video connected to its audience by using pathos or appeal to emotion. They did so by having an artist sketch images of different women from descriptions he was given: one from the women themselves, the other from a stranger. The women whose pictures were drawn came back when the artist was finished and looked at the two portraits. They were amazed at how different they looked and how the one based on a stranger’s description looked more beautiful. Watching the video, the viewers saw what the women thought of themselves versus what a total stranger would. That struck the audience’s emotion. They saw women go through the realization that the negative things they see in the mirror are only inside their heads. The viewers could relate to this situation and shared this emotional experience with them.

At first glance, the viewers would not have known it was a Dove commercial. There is no mention of their product or logo until the last seconds of the video. In a sense, this commercial doesn’t support Dove’s product but rather what they stand for and what they believe. With this advertisement, the Dove brand is building trust with its audience by telling them the truth: that they are more beautiful than they think.

In this video, Dove engages with the audience in an artistic and emotional way. The setting of the advertisement is a simple open room lit only by natural light emanating from the windows, giving the audience a cozy feeling. The camera shots were mainly close-ups of the women’s faces to enunciate their emotion, hands to show their nervous body language, and so on. As for the audio of the video, the background music was mellow and reflective. It added emphasis to its visuals and narrations which were spoken in a soft tone. These visual and audio elements together brought the video to a whole new emotional level.

Examining the case study, I was not surprised at its impressive statistics. This advertisement received 114 million views within the first month and only increased afterwards; not to mention it had many features, exposure, and impressions. The way Dove reached such high numbers was by telling a story worth listening to. This Dove advertisement told a story that the audience cared about and made them feel good in the end. When people have this kind of experience, they are more willing to support it and pass it on.

The data in the case study also shows that the viewers respond positively to the emotional connection and brand of this video by passing it on. Left in awe by this advertisement, the audience automatically wants to share this good feeling with others. They share it to their social medias, tell people about it, and so on. The impact this Dove video left was powerful, and the audience believed the whole world should know about it.

The thing I would take-away from this Dove advertisement would be an understanding that the best way to get people to listen to your message is to give them something they can relate to. When someone sees something that speaks to them, the more likely they will listen and support it.

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