Dove Hair Therapy Campaign in Latin America
Dove Hair Therapy Campaign in Asia
From these two videos we can conclude several observations. In Asia, for the TV commercials, Dove uses pretty, young Asian women with black,
silky and straight hair. All brands have an image they want to be associated
with, and this is Dove's. Additionally, studies have found that looking fresh
and clean are very important for the Asian culture. As you can see all Dove advertisements
emphasize on hair, face and skin care treatments, resulting in a real natural
beauty. On the other hand Latin America's TV commerical is the same, the
only difference is the language and the use of an Argentinean model. Dove’s
printed ads for Latin America use real- looking Hispanic women to emphasize on
the real beauty of Latinas, rather than on a stereotyped model. Both
printed ad examples shown in the presentation are an example of how Latin
American advertisements are family oriented rather than vain. The brand wants
to be in tuned with customer experience. Overall, you can see how Dove
transfers its core values of beauty, but adapts them to each specific market
depending on its consumer behavior.
This is a great example of how brands DO adapt to local markets and integrate cultural differences in their communications.
ReplyDeleteInsightful observation and expressed very concisely.
ReplyDeleteIts interesting to see how different multinational enterprises mold their international marketing strategies to target different groups and cultures.. In terms of market demographics, it would be interesting to me to see if Dove in Asia is dominantly used by young adult groups while maybe in Latin America it has more demographic diversity.
I think its a great point regarding the evolution of marketing strategies in the modern globalized world.
Great job.
For both, print and TV commercials, Dove uses pretty, young Asian womenwith black, silky, and straight hair. All brands have an image they want to be associated with. Studies have found that looking fresh and clean is very important for the Asian culture. Furthermore, all Dove advertisements emphasize on hair, face and skin care treatments, resulting in a real natural beauty.
ReplyDeleteThis is a good example of how companies with a global brand image have to adapt their marketing strategies to the cultures of the different markets they target.
ReplyDeleteVery interesting contrast between both advertisements and good, concise analysis.
ReplyDeleteThe latin american advertisement definitely shows a more natural, everyday woman which most latin american women can relate too. Not only is the advertisement simple and straight forward, but it also shows many typical aspects of a Latin American cosmetic advertisement comparing the products obtained by using and not using DOVE cream.. check out minute 0:11. I have to be honest and say that the Asian advertisement was not very credible in my opinion. They displayed a lot of photoshopped movement with the hair. Definitely another marketing strategy.
Would be nice to know how effective these two advertisements have been on the different cultures.
Good job!
Yes, it is very impressive how Companies need to adapt not only every product but the advertisement in each and different country in order to reach the neccessities and culture of each one, to target a larger sell.
ReplyDeleteI’ve studied abroad in Argentina and travelled around South America, yet I have found that Argentina and Argentinian people are very different than the general Latin people. In fact, many in the country feel that they are not Latin, but Europeans just a little south! As a result, using Argentinian women in the ads is strange since they are not considered to be the “face" of Latinos in South America.
ReplyDeleteAlex Conlan
Beauty ads are interesting to analyze because I think they provide one of the most clear-cut examples of why the world is regionalized instead of globalized. Ideals of beauty are very different by region and commercials need to be tailored to the women of the region and the products and principles that the women value in their beauty routines. I think it's very impressive how Dove is able to communicate the principles behind their Campaign for Real Beauty in commercials in different regions.
ReplyDeleteIt's interesting what Dove is doing. In a way, it seems a bit contradictory. Because here, in the US, for example, they really focus on real women and their natural bodies. It looks like they do that in latin America as well, however, in Asia it seems that they focus more on the classic archetype of a "pretty" woman. I wonder what that does to their brand image and whether or not they can have cohesion when their messaging varies by country. While its important to customize based on the market, when the two messages oppose one other, it makes me wonder if this strategy will work in the long run.
ReplyDelete