FOA

Rhetorical Devices & Advertising Strategies

• The sequence of video clips
• Repetition
• Juxtaposition
• Rhetorical use of the pronoun "our" / Word choice
• Call to action
• Diversities
• Ethos

Sequence of the Video Clips

• What is the one thing that you would like to change about your appearance?
• One girl’s wish leads to a girl who has that feature, but wants to change something else
• Chain of wishes --> back to where it started
• Portrays the continuity and the eternality of the beauty standards
• Reveals the huge problem behind this campaign

Repetition

• Repetition of "I wish I had"
• The ideology of a standardized beauty is contagious among young girls
• It has made every girl's mindset the same
• The stereotypical description of feminine beauty in the society is dangerously harmful to the way young girls see themselves.
• Also, a bridge between the recipients of the campaign and the girls in the ad
• familiarization
• real people living real lives

" I wish I had straight hair"

"I would love to have freckles"

" I wish I was taller"

"I wish I was thinner"

Juxtaposition

• Wishes are sometimes the exact opposite
• Grass is greener on the other side of the fence effect
• Emphasizes that girls get the need to continuously compare themselves to others because of the toxic ideology behind beauty stereotypes.

Rhetorical Use of the Pronoun "Our" / Word Choice

• Ideology of realness
• Every single person watching the ad is somehow involved with this issue about distorted beauty image.
• globally significant
• Direct and personal
• The start of Dove's clever marketing technique

Call to Action

• Invites all of its audience to take action with the words "Start today by visiting Pinterest.com/SelfEsteem
• "Start and "visit" are action words which aim to provoke audience
• No mention of buying

Diversities

• How is globalization achieved?
• Representation of various ethnic groups, nationalities
• relatable
• target audience
• The problem concerns everyone

Ethos

• Ethos: appeals to an audience’s sense of morality or trust.
• achieved by projecting an image of credibility which supports the speaker’s position.
• Actual recordings of the girls' answers

The Connection Between the Title and the Message

• The initial question requires girls to address a particular trait which they would like to change
• the emphasis is on the words "one thing" and "change"
• By connecting the slogan and the message, we can understand that the slogan is actually the answer to the initial question
• If people have to change one thing, it should be the way they perceive beauty

Use of Language

by Rhetorical Devicez and Advertising Techniques

• Target Audience
• Pathos
• Music
• Succession of images
• Title
• Credibility
• Choice of words (promoting the brand)
• Call to action

Target Audience

• Main Idea of the Dove Real Beauty Campaign: Helping women escape their insecurities and focusing on issues of women.
• The target audience is parents who have daughters.
• “Talk to your daughter before the beauty industry does”
• The word “your”: a sense of responsibility & directly addressing the parents

Appeal to Pathos

• To grab the attention of the target audience
• The first 20 seconds of the video:

* Elementary-school aged girl smiling at the camera

* Symbolizes the innocence of young girls

* Aimed to make audience feel sympathy

Use of Auditory Features

More agressive tone with the words "Here it comes!" being repeated

First 20 seconds: Background music

with humming

• "Here it comes!": Ominious and foreshadowing
• Formation of an emotional bond
• Awakens fear in the audience.

Succession of Images

Video-Title Relationship

• Onslaught: “a very powerful attack” (Cambridge)
• Shows the onslaught of the innocence of young girls by the beauty industry

Credibility

Including footage from actual commercials

* Easier to relate to

The media/beauty industry is impossible to avoid

* Dove recognises this and the harm of the impossible standards

Awakens a sense of trust

and respect in the audience.

Word Choice

In the video clips from commercials;

• “you’ll look”
• younger
• smaller
• lighter
• ighter
• thinner
• softer.

• Aiming to make the audience insecure
• Dove doesn't support this strategy

Call to Action

After addressing the issue, Dove suggests a solution: Campaign for Real Beauty

“find more at campaignforrealbeauty.com”

“the Dove self-esteem fund”