Dove

 DOVE

Dove traditionally advertised using typical looking models in natural situations - often using the product and smiling. This is similar to typical body product advertisements that show nice looking women using the product advertised. However, Dove's traditional advertisements have far less sexual appeal than  most typical ads. This represents women a lot more realistically, and traditional for the time as most were depicted as wives.

In this print advertisement, the model is 

pictured with a child, creating 

a traditional, household situation. 

THE GOOD MOTHER STEREOTYPE

• cooks, cleans, cares for child
• happy
• glamorous, calm, loving, organised
• well behaved children, everything goes smoothly

         

 

The advertisement uses media language to create feelings of shock and fear. A plain grey background is used to create simplicity - this drags attention to the subject of the image, a child with an exposed brain. The colour grey also connotes misery and gloom, both feelings that are easily associated with the advert. The flesh colour of the brain is intended to stand out against the muted colours the child is wearing, that blend in to the background colour. This reinforces the idea that the brain is the focal point of the advert. The image of a couple fighting is engraved in the child's opened brain, the sight is both jarring and frightening in order for the audience to feel how the child is feeling.