Analyzes Dove's unique and very successful marketing strategy, Campaign for Real Beauty, which took an old idea and presented it in a new and different way.
Abstract This paper explains that, because consumers are bombarded each day by thousands of messages, the challenge for advertisers is not only to get their advertisements noticed but also to have consumers remember them. The author points out that, through global market research, Dove was able to identify an emotional issue amongst its target market that, surprisingly, was very consistent both globally and culturally. The paper discusses the way that Dove's Campaign for Real Beauty used an eye-catching and discussion provoking message plus promoted the sharing of ideas among consumers with similar interests. The author stresses that this interactive meeting of real people and the subsequent exchanging of ideas, experiences and support is what made the campaign a true marketing success. The paper includes many color illustration and charts.
Table of Contents:
Executive Summary
Introduction
Integrated Marketing Communications Plan
Objective
Strategy
Target
Proposed Elements
Advertising
Website
Public Relations
Integration of Campaign Elements
Success in Meeting Objectives
Recommendations
Appendix 1: Dove History
Appendix 2: Promotional Mix
Appendix 3: Dove Websites
Appendix 4: Competitor Websites
From the Paper "Since the inception of the campaign in 2004, Dove has seen double digit growth in a category that typically grows at 2-3% per year . The campaign for real beauty has won countless awards and the campaign website has received more than 2.5 million visitors . The brand has significantly increased its emotional appeal amongst its target market with associations such as "confident", "fun" and "energetic". The high-risk bet that Unilever made paid off; Dove was able to increase market share, create an exceptional marketing campaign, and all while preserving the practical strengths of the brand."
Tags: clutter, emotional bonds, global market research, self-esteem building, integration
Abstract The paper looks at how Dove's "Campaign for Real Beauty" affected the company image and sales. The paper reveals that whether the campaign is succeeding in its stated goal of improving women's self esteem is up for debate, but the campaign has definitely been extremely beneficial to all of Dove's products. The paper further relates that Dove received national debates, media coverage in unprecedented amounts, and an 80 % increase in volume shares, which, in the writer's opinion, is something almost any company would be satisfied with.
From the Paper "In June of 2005 Dove released its now famous Campaign for Real Beauty ad campaign, designed to sell firming lotion to women. The advertisements and commercials feature six women, ages 20 to 26 who range from a size six to a size twelve. The emphasis is on appreciating the beauty of natural women and not the artificial ad agency ideals of the ultra thin supermodels. The company, who once sold bar soap exclusively, has certainly flaunted the rules and ignored conventional wisdom."
This paper discusses Rita Dove, perhaps the most representative African-American poet of our times and one of the most important poets of the 20th century in the United States.
Abstract This paper explains that Rita Dove talks about her discovery of verse early in her childhood in the home of culture-loving parents who had "two half-walls of bookshelves" and encouraged the children to read whatever they wanted, reading simply for the pleasure of it rather than for the critical interpretations. The author points out that her works act in several different directions: observation, life experience, tradition, heritage, dream, reflection, and metaphor. The paper relates that several critical considerations on the form of Rita Dove's poetry have shown that, while being "sensitive to the nuances of language, rhythm, and meter", she doesn"t shy away from experimenting with different poetic formats, such as sonnets, even if she doesn"t necessarily respect the strict Shakespearean format.
From the Paper "Her first collection of poetry, "The Yellow House on the Corner", was published in 1980, and many other literary works followed throughout the 80s and 90s, including a novel "Through the Ivory Gate" in 1992 and a verse drama "The Darker Face of Earth" in 1994. Her entire literary performance was rewarded with a Pulitzer Prize in 1987, thus becoming the second African-American woman to receive this award, as recognition of her prestigious writings."
Abstract This paper explains that Larry McMurtry's "Lonesome Dove, which won the 1986 Pulitzer Prize for fiction, is filled with scenes of western action and colorful western characters of all kinds; however, it is really about the problems and aspirations that challenge people in almost any time or place. The author points out that, when defining the word "quest" as an adventurous journey, the plot of "Lonesome Dove" has at least two literal quests: (1) The central narrative concerning the main characters' efforts to drive cattle from their home in Texas to a new frontier in Montana and (2) the journey of one main characters to fulfill the last wish of the other main character by taking his dead body back to Texas for burial. The paper relates that, when "quest" is defined as a pursuit, the entire novel can be seen as a quest in which the characters pursue things they don't have but deeply need or want such as trying to forget terrible past realities.
From the Paper "Captain Call's quest to bury his friend back in Texas is successful, but it is marked by self-discoveries he cannot tolerate. Before departing for the long trek back to Texas, Call leaves young Newt Dobbs in charge of the new Montana ranch. He also gives him his rifle, his favorite horse, and his father's watch. He does these things because he is not sure he will ever return and because Newt is his son. But even then, after years, after all that has happened, including the death of his best friend, Call cannot bring himself to admit to this young man that he is Call's illegitimate child by a prostitute mother. For much of the remainder of the book, Call berates himself for his dishonesty and his hypocrisy--remember that he has never tolerated dishonesty in others."
Abstract The writer of the paper recommends the poetry of Rita Dove, Langston Hughes and Emily Dickinson. Rita Dove's poems "Parsley" and "Hanneker" have a secretive manner that leads the reader on with intrigue. Langston Hughes's poems "Mulatto" and "Democracy" each show the author's passions and convictions through intense associations. Finally, Emily Dickinson's "A Narrow Fellow in the Grass" and "Some Keep the Sabbath Going to Church" create wonderful images in an elusive, playful manner.
From the Paper "All six poems present different moods and styles, yet each offers a great deal of substance and creativity to the reader. When first reading Rita Dove's poem "Parsley," it is apparent that some greater plot exists within the poem. Something important is happening between the lines as "El General / searches for a word" (Dove, "Parsley" 4-5)."
Abstract This paper stems from viewing two pieces of art: Arthur G. Dove's "Gale" and Marsden Hartley's "Landscape, Vence" and then presents them in a comparison/contrast. Points of discussion include colors used, emotions expressed, style of painting, etc.
From the Paper "Dove painted Gale in 1932, during a period of art known as the Expressionist period. Expressionism describes a style of art that enfolds its viewers and causes them to feel as though they are a part of the painting instead of an uninvolved onlooker. As Dove's painting demonstrates, all senses are utilized when viewing an Expressionist painting. The purpose of the Expressionist artist is not so much to paint a realistic portrait, but one that is representative of all senses experienced in the scene depicted.?
Abstract This paper discusses the possibility of introducing Lever Brothers's brand-new Dove shampoo and conditioner hair care line into Spain. The paper is in the form of a business plan, which presents the reasons why it would be in the best interest of the company to expand the market for these products into Spain. Some of the information included in this plan is the company's history, Spain's status, market analysis, and market strategy. The paper is also illustrated with product images.
Paper Outline:
Description of Business
Business Name and Short History
Description of Product
Location of Business
Why Is This a Good Location?
Spain's Status
Political/Economic/Social
Market Analysis and Competition
The Industry
Target Market
Competition
Market Strategy
Sales Strategy
Potential Partners
Costs/Financing
Conclusion
From the Paper "Provided that we have formerly established contracts with partners who manufacture and distribute Dove products, all that is being done is adding a new product to the Dove line. Because of this our costs are going to be reasonably low since we already have factories, contacts, contracts and the majority of ingredients/materials needed. We will obviously incur ad campaign costs which can be funded through the profits of Dove hair care, our existing partners, the advertising budget (already established on a yearly basis), and our creditors. What makes this venture of Dove hair care into Spain so attractive is the procedures that usually make this kind project costly and complex, do not exist in this particular situation. This project is virtually trouble-free because we already went through these grueling procedures in 1989 when we started manufacturing Dove in Spain."
Abstract This paper reviews Rita Dove's "Adolescence", which is a collection of three poems presenting the subject's teenage years as a birth of dark truths and of a frightening, sexual awakening. The paper examines the way in which Dove arranges the poems and the language that she uses in "Adolescence" to present these aspects of the teenage years.
From the Paper "Adolescence is a pivotal time in every person's life. It, whether one is conscious of it or not, largely shapes our views and actions following those quick years. In Rita Dove's, "Adolescence" she uses three sole pieces with their own defined arrangements and language thus presenting the subject's teenage years as just that: a birth of dark truths, of a frightening, sexual awakening."
Abstract Paper explores western fiction writing technique by examining the history of the west, the technical elements of the novel, and what has continued to maintain its unbroken appeal. The author also discusses such novels as ?Lonesome Dove?, ? Jubal Sackett?, and "Texas".
From the paper:
?The ever-popular western fiction genre has been a favorite of America for decades. As one of the most esteemed types of literature, it provokes a deeper look into what has kept it so cherished. By examining the history of the west, the technical elements of the novel, and what has continued to maintain its unbroken appeal, one may further their knowledge and appreciation of the already beloved western tale. Though an array of opinions exist concerning each facet of the novel, each holds its own educational truth.?
Abstract This paper is an examination of the debate during the Vietnam War between the "Hawks", who were pro-war, and the "Doves", who were against the war. The paper looks at the origins of the controversy and looks at the opinions of several people from each side regarding the issue.
This paper discusses Rita Dove's poem, "The Stroke", which brings to the forefront different images that are not normally associated with having a stroke.
795 words (approx. 3.2 pages), 1 source, 2004, $ 28.95
Abstract This paper explains that personification and imagery are two thought-provoking techniques the poet uses to talk about a traumatic event in one man's life. The author points out that, in Rita Dove's poem, "The Stroke", death is personified in way that makes it seem rather harmless and even helpful. The paper relates that this poem also illustrates how our perceptions change over time.
From the Paper "The title of the poem causes one to stop and think and the mention of death in the first line indicate that the poet is speaking of a near-death experience. However, this is not the type of near-death experience we are accustomed to reading about. For example, we are told that, "Later he'll say Death stepped right up/to shake his hand" (Dove 1-2). This is intriguing in that there is no white light, no tunnel, and no angelic choirs awaiting the man. Instead, death is merely making an appearance to let the man know that his time to die has not yet arrived."
Abstract The paper examines metaphor and its use in the poems of Rita Dove, Marc Jaffee and Carl Phillips. The paper discusses metaphor as a tool of the poet.
From the Paper "Every occupation has tools. The tools of the poet are words. In sharing emotions, stories, feelings or moments, words are the tools used by poets to forge images in our minds. Words are selected and fashioned by poets in a numbers of ways to form such images. One of the most commonly used methods of drawing images through words is known as metaphor."
Tags: Pleasure, All Souls, King of Repetition, images, tools, speaker, mood, feeling
Abstract Dove's controversial advertisements for "Real Beauty" have set a new standard for beauty, or have they? This paper discusses the pros and cons of these controversial ads. It is a critical analysis of what message these ads are trying to send and who their target market is.
From the Paper "Beauty is that which gives one a sense of pleasure, but everyone finds pleasure in different things. Therefore beauty is subjective. Yet some groups of people try to make others believe that their own personal definition of beauty is or should be a universal truth. Supermodels, clothing brands, celebrities, fashion critics and beauty brands have all been part of it. Once in a while something, like Dove's Campaign for Real Beauty, pops up trying to redefine stereotypical beauty only by establishing a new one."
This paper compares the approaches of two journalists to the war in Iraq: Stephen Biddle's "Seeing Baghdad, Thinking Saigon" and Matt Taibbi's "The Chicken Doves".
Abstract This paper focuses on the US involvement in the war in Iraq and, in particular, examines the viewpoints taken by journalists Stephen Biddle in "Seeing Baghdad, Thinking Saigon" and Matt Taibbi in "The Chicken Doves". The paper looks at how each author expresses his views on the war differently even though both agree that the war is a failed policy. The paper goes on to show how Biddle's approach is to professionally build a case that, while the Bush approach to winning the war is like the one used in Vietnam, it is not working and cannot work. The paper contrasts this to Matt Taibbi's article where he uses profanity and propaganda to show how angry he is that the Democrats were not able to stand up to Bush and cut off funds for the war.
Outline:
Facts
Stephen Biddle
Matt Taibbi
Outline
Summary of Rrticles
From the Paper "When a knowledgeable person hears the statement "the war in Iraq," most informed observers now see that there is a civil war in Iraq between the Sunni and Shiite Muslims. This is a bitter ethnic rivalry that has existed for centuries. The Kurds are another ethnic minority in this stew. It is also clear that there are numerous al Qaeda extremists in Iraq that have been recruited, trained, and sent to Iraq to kill Americans and conduct terrorist-style suicide bombing incidents that slaughter and maim scores of innocents.
"This paper is focused on the American's five-year involvement, during which the true cost of the war approaches $2 trillion (health care for injured; interest on money borrowed to finance the war), over 4,000 U.S. troops have died, and unknown tens of thousands of Iraqis have perished. An opinion poll by CBS News (March 15-18, 2008) (www.pollingreport.com) reflects that 65% of American adults "disapprove" of the way George W. Bush is handling the war. Some 59% say the U.S. "should have stayed out..." of Iraq in the first place."
An analysis of the historical context of Spanish stories, "The Time of the Doves" by Merce Rodoreda and "The Family of Pascual Duarte" by Camilo Jose Cela.
1,342 words (approx. 5.4 pages), 0 sources, 2009, $ 45.95
Abstract The paper describes how "The Time of the Doves" conveys Spanish society as a hard working but politically divided people during the early 20th century while "The Family of Pascual Duarte" paints a dimmer picture of Spanish life as showcased by the lowest member of society remembering his crimes. The paper identifies the differences and similarities both between these two novels. The paper concludes that these two detailed stories come together to create a fictionally written, yet historically accurate, picture of the struggles and confusion of the Spanish people's identity during this time.
From the Paper "The Time of the Doves is a novel that deals with the heartbreak and disappointment of a young Spanish woman's life before, during, and after the Spanish Civil War. This average woman, named Natalia begins her life working a classically romantic Spanish job in a pastry bakery in the beautiful cit of Barcelona. Soon she meets a charming but strange man and marries him quickly there after. Their life together is simple but honest as they struggle to survive as a family living within the beautiful but politically divided city of Barcelona. This story embodies a great amount of Spanish culture dealing with a cross between life being rich versus life being almost unbearable."
