Dove Evolution

Dove is succeeding by challenging convention ideas of beauty that advertising helped to create. Does this make Dove:
A) Cynical
B) Noble
C) Smart, or ...
D) All of the above

Ethical questions abound when considering modern advertising techniques:

• Is it ethical to use celebrities to sell products they probably don’t even use themselves?
• What responsibility, if any, does a company have for honestly educating the consumer about its product?
• Should advertisers be allowed to suggest that a product will make a person more sexy/interesting/beautiful/successful/etc?
• Is it the buyer’s responsibility to be aware of these strategies and not allow them to manipulate their emotions?



Advertising Strategies
When marketing a product, advertisers will use several methods to get you interested and ultimately, to get you to purchase. Here are a just few of the more popular ones:
• Celebrity endorsements – using well known people to promote their product
• Product comparison – showing how their product is superior to another
• Price comparison – showing how their product is a better deal than another
• Selling a dream or lifestyle – showing how their product will make your dreams come true
• Selling with sex – showing how their product will make you popular with the opposite sex
• Selling sentiment - connecting their product to cherished emotions



Paul Levinson on the Good Commercialization of Barack Obama