The various marketing appeal used by dove to attain a favorite position amongst its customers

1. Submitted By:
Priyanka Ojha
SAP ID: 80011314032

2. Dove is a company which specializes in woman care
products like soap, shampoo, moisturizer, anti per
spirant. It has launched a men product range as well.
All the ads of Dove are based on woman talking
about themselves, what they don’t like in themselves
and making them realize how beautiful they actually
are. It also talks about their self esteem. On the ads
based on men too they took the theme of making
people understand the worth of being a MAN.
This not only creates an emotional attachment with
the product but also leaves an impression that Dove
really cares , and is not merely selling their product.
This is the reason why Dove is gaining more and more
popularity and hence increasing its revenues YoY.

3. The major appeal Dove covers in almost all its ads are:
High quality rational or informational appeal: Dove generally
talks about the after effects of its products and infact takes
common people as their models. This way they use the word
of mouth strategy to attract people and also get connected
to people very easily.
Amongst the emotional appeals they use:
 Love
 Pride
 Joy
 Care
Apart from all these appeals it also uses comparisons and
music in its advertisements to attract customers. Also direct
appeal is used wherein people are made to understand their
needs and then dove shows itself as fulfilling all those needs.
Some of the ads of Dove are discussed ahead.

4. PATCHES
Link: https://www.youtube.com/watch?v=EGDMXvdwN5c
This advertisement of dove talks about woman who
dislike their looks and at the end makes them realize
that nothing apart from they themselves can make
them understand their worth and that the
confidence about oneself comes from within.
The appeal used here are:
Joy
Guilt: although this aspect has not been shown but
its makes the audience realize how dependent they
are on others.
Love : it basically focuses on making the ladies love
themselves and be confident about themselves.
The quality and direct appeal is also used here.

5. FATHERS’S DAY
Link: https://www.youtube.com/watch?v=7Jpb2_YdxYM
This advertisement of Dove based on Men care
products shows many appeals together. The ad has
tried to give the respect and importance our Fathers
deserve. It has especially tried to connect with the
audience using the emotions attached in a father
child relationship which makes it heart touching.
Kids have specifically been used because they
generally make the ad appear more fun and lasts
for a greater time in the mind of the people.
The appeals used here are :
 Love
 Pride
 Joy

6. Takes the Guessing Game to the Streets-
Link: https://www.youtube.com/watch?v=hdVrhVJgvGo
This ad also is based on the appeal of love and joy.
The most beautiful thing about the ads of dove is the
way they present their product.
At no place do they directly ask people to buy their
product. They just do a comparison and hence a
need of that product is created. So it is using the
direct appeal and comparative appeal. It also brings
in the friendship aspect in the advertisement
because if a friend recommends a product
generally people buy it.

7. Beauty
Link-https://www.youtube.com/watch?v=LeYrg-z_gVM
This new ad of dove made for India again has the
same theme of making woman love themselves
and be confident about themselves. It is a ad for
shampoo. The appeals that the ad has used are:
Love
Pride
Joy

8. Thank You