In February of 2017, Dove released a two-page advertisement in UK newspapers the "Times" and "Guardian" for their new antiperspirant. The ad functions primarily on the concept of "alternative facts," and the humor inherent in them.
The advertisement comes on the heels of the social outbreak over Trump's use of "alternative facts" in his campaigns, addresses, and most notably, when describing the size of the crowd at his inauguration. The ad is a clever example of parody on an actual soap ad, although it is an actual ad in itself. It parodies the advertisements for beauty products that claim to give its customers perfect hair, skin, or whatever it services. This ad cunningly still reaches its intended audience, who are women looking to take Dove up on its beauty guarantee, but it reaches them on a satirical level; it adds humor to an otherwise hostile political climate by hinging on the idea that the consumer will understand the reference and still understand the message from Dove about the authenticity of their own products, which they convey through verbal irony of more "alternative" facts.
On the back page of the ad, it says, "New Dove antiperspirant cares for your underarm skin like never before" with the hashtag #RealFacts. Again, the ad is smart because it still functions on the premise of women embracing their true beauty and authenticity, much like delivering "real" as opposed to "alternative" facts. One would hope our president is just as authentic, genuine, and reliable with us as an antiperspirant would be.
I think this ad is really clever because it has a lot of levels to it. I appreciate that Dove was able to make a statement concerning the current political climate as well as promote their brand. I like that they went beyond the boundaries of what a simple thing like a deodorant and shampoo brand usually does and used their voice.
ReplyDeleteI think is a great use of verbal irony, really interesting how it addresses the political climate but also still aims to sell a product to women.
ReplyDeleteI find this ad extremely well done. I think it also appeals to all consumers, even men. More people will want to use Dove because of the message they are sending through their great sense of humor.
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