Attitude is defined as our long-term assessment of others (including oneself), as well as our assessment of our environment and issues within this environment.[1]

Research identified specific categories of feelings that marketers’ can generate through their advertisements including; positive (e.g. delightful) and negative (e.g. offensiveness) feelings and heartfelt feelings (e.g. affection).[2]

So how does the Dove campaign fit in?

Dove’s research into women’s attitudes of their own assessment of themselves found:

• 4% of women globally perceives themselves as beautiful
• 54% of women agreed that in terms of beauty, they are the strongest critic of their own beauty [3]

Through Dove’s continuous campaigns the brand works towards generating heartfelt feelings that attract the attention of women. This is acheived by Dove by their advertisements creating feelings of hope and empowerment for women as they strive to educate young women on positive body image and self-esteem.

Advertising is an essential part of any organisations marketing strategy. It provides the voice for an organisation in order to reach numerous people within one short clip that exposes consumers to a brand.

Although, how effective an emotional appeal is, is reliant on how the information within an advertisement is deconstructed and understood by consumers of the brand.

Emotional appeals aim to form negative or positive emotions and feelings that can influence consumers to make purchase decisions.

As identified previously, Dove uses emotional appeal within their advertising campaigns to create positive and warm emotions from their consumers that they can connect too.

Other types of emotional appeal include:

• Fear,
• Humour,
• Self-enhancement
• Guilt

The above types of emotional appeal identified all work towards assisting marketers to attract consumers to their brand.[4]

It can be identified that Dove implement the emotional appeal of self-enhancement within their advterisements through capturing consumers attention via the videos they create that are directed towards women that struggle with body confidence. This assists to create a link with the brand that allows a consumer to form an attitude through feelings directed towards the brand.[5]

Additionally, a study in regard to emotional appeals within advertisements found that a consumer’s emotions have the ability to motivate and persuade decisions not only in the short-term but also the long-term. Although it found this is reliant on the link the emotional appeal creates for a consumer.[6]

The powerful meanings within Dove’s campaigns directed at boosting women’s self-confidence can create warm feelings of empowerment that can assist consumers in maintaining a long-term connection with the brand.

[1] MR Solomon, R, Russell-Bennett & J, Previte 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia.

[2] M, Burke & J Edell 1986, ‘Ad Reactions Over Time: Capturing Changes in the Real World’, Journal of Consumer Research, vol. 13, no. 1, pp. 114-118.

[3] Dove 2019, The Real Truth About Beauty: Revisited, Dove, viewed 12 May 2019, <https://www.dove.com/us/en/stories/about-dove/our-research.html&gt;.

[4] P, Keshari & S Jain 2016, ‘Effect of Age and Gender on Consumer Response to Advertising Appeals’, Paradigm, vol. 20, no. 1, pp. 69-82.

[5] KE, Clow & D, Baack 2007, ‘Integrated Advertising, Promotion, and Marketing Communications, 3^rd edition, Pearson Education, New Jersey.

[6] C, Bulbul & G, Menon 2010, ‘The Power of Emotional Appeals in Advertising. The Influence of Concrete Versus Abstract Affect on Time-Dependent Decisions’, Journal of Advertising Research, vol. 50, no. 2, pp. 169-180.

Motivation is an internal process that occurs when a consumer realises they have a need that is not satisfied, and they decide to satisfy this need. ^[1]

Two needs that motivate consumers purchases include; hedonic needs and utilitarian needs. 

Utilitarian needs are associated with being rational, cognitive and task driven. Functionality of a product and the ability of the product make up utilitarian needs. 

Hedonic needs are referred to as an emotional desire. Emotions and feelings such as enjoyment, arousal, curiosity and pleasure are categorised as hedonic needs. This state may lead to symbolic meaning or imagery association to a product or brand. ^[2]

Through the results of hedonic needs (symbolic meaning or imagery association), this leads to the discussion of product symbolism. Product symbolism means that consumers are not only purchasing products for their function (utilitarian) but for what they mean to themselves. Furthermore, the motivating factor behind purchasing products for their symbolism is driven by the product logo.^[3]

Dove can be argued to present both hedonic and utilitarian needs.

Dove satisfies utilitarian needs through:

• The brands products are used for their function – personal hygiene product

Dove satisfies hedonic needs through:

• The advertising campaign’s and movement of the brand that focus on building positive self-esteem and body image – can present the product to be symbolic for consumers – consumers emotional connection to the brand

Research provided insight into how consumers use symbols to communicate meaning in regard to themselves to those around them.^[4]

These symbols include products that present well-known brands that may provide meaning to an individual and satisfy their hedonic needs of their emotional desires. 

Through the Dove Self-Esteem Project, the Dove logo not only stands for a personal care product but has formed a new meaning of a movement towards building self-esteem and body confidence. 

Therefore, consumers may decide to purchase Dove’s products initially to fulfil their utilitarian needs as the products provides them with the function of satisfying personal hygiene needs. Although they may continue to purchase with the specific brand as it may then satisfy their hedonic needs as they associate positive emotions towards the brands movement. 

^[1]MR, Solomon, R, Russell-Bennett & J, Previte 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia.

^[2]M,Budruck & W, Lee 2016, ‘Importance of Managing for Personal Benefits, Hedonic and Utilitarian Motivations, and Place Attachment at an Urban Natural Setting’, Environmental Management, vol. 58, pp. 504-517.

^[3]CH, Lin 2011, ‘Personality, Value, Lifestyle and Postmodernism Consumer Behaviour: A Comparison Among Three Generations’,International Journal of Organizational Innovation, vol. 3, no. 3, pp. 203-230.

^[4]EL, Grubb & HL, Grathwohl 1967, ‘Consumer Self-Concept, Symbolism and Marketing Behaviour: A Theoretical Approach’, Journal of Marketing, vol. 1, no. 4, pp. 22-27. 

Reference List

Budruck, M & Lee, W 2016, ‘Importance of Managing for Personal Benefits, Hedonic and Utilitarian Motivations, and Place Attachment at an Urban Natural Setting’, Environmental Management, vol. 58, pp. 504-517.

Grubb, EL & Geratewohl, HL 1967, ‘Consumer Self-Concept, Symbolism and Marketing Behaviour: A Theoretical Approach’, Journal of Marketing, vol. 1, no. 4, pp. 22-27. 

Lin, CH 2011, ‘Personality, Value, Lifestyle and Postmodernism Consumer Behaviour: A Comparison Among Three Generations’,International Journal of Organizational Innovation, vol. 3, no. 3, pp. 203-230.

Solmon, MR, Russell-Bennett, R & Previte, J 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia.

It is evident that no matter what Dove product we purchase at our local supermarket we are presented with the Dove logo on these products. 

What once started for the brand as being a focus on the creation of a soap bar that offered ¼ cleansing cream within their products to create softer skin, the brand has now developed and expanded its name into even more of our everyday personal care products such as hand wash, body wash, deodorant and so much more.

So why is it that all of Dove’s products are stamped with their logo on their differing product offerings? 

This is because Dove has captured family branding to market these products to us as consumers. 

Family branding occurs when a current products brand name is applied to another product that is new to the market. Through this the previous experience of consumers can influence the consumers behaviour towards this product.^[1]

There are a few different variables that can impact on the success of family-branded products. These variables include; shelf arrangement of the product, price variations among competitors and product classes.^[2]

As we see in supermarkets, Dove products are positioned together on the shelves displaying their wide variety of products to us as we walk through the aisles. These products are aligned with their competitors in regards to their product offerings and price.

Family branding falls under the concept of stimulus generalisation in which is a process in which occurs when the behaviour from a stimulus is transferred to another similar stimulus.^[3]

The process of stimulus generalisation is often central to branding and packaging decisions that attempt to capitalise on consumers’ positive associations with an existing brand or company name.^[4]

Personally, as a consumer of Dove’s products I find myself often doing this. Having previously purchased a product from the brand and having a positive experience with the product delivering beyond my expectations, I am more inclined to trust another product from Dove to bring me this similar standard over other brands.

Stimulus generalisation is founded on the concept of classical conditioning theory that is defined as a learning process in which when a stimulus is linked up with a different stimulus over time it is seen that the response is transferred to the newer stimulus.

Through this concept marketers use marketing applications of stimulus generalisation such as family branding as Dove has done for over sixty years to provide their consumers with products that offer them value. This specifically allows for a consumer that purchases Dove products to transfer their behaviour from the current product to the new product hence allowing Dove to be able to offer their consumers with multiple personal care products.

^[1]Consumer Behaviour Seminar 1987, ‘Affect Generalisation to Similar and Dissimilar Brand Extensions’, Psychology & Marketing, vol. 4, no. 3, pp. 225-237.

^[2]CF,Neuhaus & JR, Taylor 1972, ‘Variables Affecting Sales of Family-Branded’, Journal of Marketing Research, vol. 9, no. 4, pp. 419-422.

^[3] BD, Till & RL, Priluck 2000, ‘Stimulus Generalization in Classical Conditioning: An Initial Investigation and Extension’, Psychology & Marketing, vol. 17, no. 1, pp. 55-72.

^[4]MR, Solomon, R, Russell-Bennett & J, Previte 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia.

REFERENCE LIST

Consumer Behaviour Seminar 1987, ‘Affect Generalisation to Similar and Dissimilar Brand Extensions’, Psychology & Marketing, vol. 4, no. 3, pp. 225-237.

Neuhaus, CF & Taylor, JR 1972, ‘Variables Affecting Sales of Family-Branded’, Journal of Marketing Research, vol. 9, no. 4, pp. 419-422.

Solomon, MR, Russell-Bennett, R & Previte, J 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia.

Till, BD & Priluck, RL 2000, ‘Stimulus Generalization in Classical Conditioning: An Initial Investigation and Extension’, Psychology & Marketing, vol. 17, no. 1, pp. 55-72.

Research undertaken by Dove found that there is an increase in beauty-related pressure whilst simultaneously there is a decrease in body confidence as women mature. This has presented the statistic that only 4% of women globally perceive themselves as beautiful.[1]

This research demonstrates how strong an individual’s perception can be in which is why Dove has made a move towards promoting a body positive culture of their brand image. Through this I believe it has created a strong perception of the brand image from consumers through the advertisement by Dove of a positive body image.

Perception is defined as a process that our sensations, in which are the immediate response of our senses (sight, sound, smell, tastes and texture), are selected, organised and interpreted.[2]

How consumers form their perception of a brands product occurs through exposure, attention and interpretation, in which are known as the stages of perception.

These stages of perception can be seen within Dove’s products campaigns. The company has a focus on creating consumers perception of the brand as delivering products that stimulate real beauty and confidence within consumers through campaigns and the website reflecting real women.

Exposure

Exposure is the first stage of perception for a consumer, in which one would begin to experience some sensations to come within range of their sensory receptors (eyes, ears, mouth, nose and skin).[2]

One key element that exposes consumers to a brands product is the brands logo.

Below is the development of the Dove’s logo overtime as they have developed into the logo, we see and recognise on our personal care products within the grocery store.

Whilst we do not recognise the original logo due to a lack of exposure, the current style is recognisable to consumers as we are exposed to the logo on their products and within their advertisements.  

Attention

Attention is the second stage of perception in which a consumer will begin to process the different activity of the selected stimuli.

When it comes to personal care products colour has been considered as an essential element when it comes to a products packaging. Through packaging colour it allows consumers to focus their attention towards these products sitting on the shelf next to numerous of similar products.[3]

Through a distinctive colour it assists in establishing a consumer’s expectations towards a product. Furthermore, a consumer will begin to associate the colour of the packaging towards the brands products.

Dove uses colour within their products in a very minimal yet effective manner. On the products of Dove they use their traditional logo that generates recognition for consumers towards the brand no matter what new product they launch.

They use the colour white on all of their products in which make up most of the packaging and then add the colour of their logo and vary the colour depending on the scent of the product to attract consumers attention.

The colour attracts attention from consumers through the familiarity of the product packaging as well as portraying a luxurious form of a personal care product through its simplicity.

Interpretation

The final stage of perception is interpretation in which within this stage a consumer assigns a meaning to the stimuli.

Through Dove’s ‘Campaign for Real Beauty’ that began in 2004 with the intention to change the view of society on what the image of ‘beauty’ is. Through their continuous campaigns of including all representations of females of different age, races and sizes it has developed an interpretation of the brand as a brand that values diversity and inclusion of all women embracing their own beauty. It acknowledges that all women are beautiful in different ways.[4]

By using our sensory stimuli of sight, sound, smell, taste and texture we are exposed to products. These products then gain our attention through continuing to gain our attention in which lead to us interpreting these stimuli and associating meaning to a product.

While Dove relies on sight for consumers unfamiliar with their brand through their logo and campaigns, as consumers move towards becoming frequent users, the stimuli of smell from the personal care products and texture can further the interpretation a consumer has of their products.

This leads a consumer to associate a meaning towards the Dove products.

Personally, I associate Dove with the meaning of a brand that is working towards the creation of acceptance to all people through the focus of their campaigns and the simplicity of their products.

[1] Dove, Our Research, Dove, United States, 2019,
<https://www.dove.com/us/en/stories/about-dove/our-research.html>, viewed 31 March 2019.

[2] MR, Solomon, R, Russell-Bennett & J, Previte 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia.

[3] C, Spence & C, Velasco 2018, ‘On the Multiple Effects of Packaging Colour on Consumer Behaviour and Product Experience in the ‘Food and Beverage’ and ‘Home and Personal Care’ Categories.’, Food Quality & Preferences, vol. 68, no. , pp. 226-237.

[4] K, Bissell & A, Rask 2010, ‘Real Women on Real Beauty: Self-Discrepancy, Internalisation of the Thin Ideal, and Perceptions of Attractiveness and Thinness in Dove’s Campaign for Real Beauty.’, International Journal of Advertising, vol. 29, no. 4, pp. 643-668.

REFERENCE LIST

Bissell, K & Rask, A 2010, ‘Real Women on Real Beauty: Self-Discrepancy, Internalisation of the Thin Ideal, and Perceptions of Attractiveness and Thinness in Dove’s Campaign for Real Beauty.’, International Journal of Advertising, vol. 29, no. 4, pp. 643-668.

Dove 2019, Our Research, viewed 31 March 2019, <https://www.dove.com/us/en/stories/about-dove/our-research.html>.

Solomon, MR, Russell-Bennett, R & Previte, J 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia.

Spence, C & Velasco, C 2018, ‘On the Multiple Effects of Packaging Colour on Consumer Behaviour and Product Experience in the ‘Food and Beverage’ and ‘Home and Personal Care’ Categories.’, Food Quality & Preferences, vol. 68, no. , pp. 226-237.

The effective use of marketing has the ability to reach the lives of many. Whilst we see advertisements that can be used to persuade us of purchasing material items and products, marketing can be used to create a positive social change.

Social marketing is used to promote positive change to an individual’s attitudes and behaviour and display the poor outcomes of negative behaviours through the forms of commercial marketing.[1] These advertisements are displayed on multiple platforms such as radio, television and social media, to demonstrate the effects that positive and negative behaviours can have on our lives.

One of the key elements of social marketing is a persons behaviour.[2] Through this key element it creates the efforts behind social marketing to work towards changing an individual’s attitudes and behaviour via support and encouragement to guide individuals to make positive changes.[3]

Both government and non-government organisations are using social marketing on social media platforms and in schools through providing school-based health education programs to inform younger generations of poor behaviour and the long-term effects it can have.[2]

Similarly, safe driving campaigns make a common appearance on our television screens. These display images of the impact that unsafe driving on our roads can have on ourselves, our family and friends as well as the other drivers on the road.

The social marketing campaign ‘Towards Zero’ by the Victorian Government demonstrates a simple yet effective advertisement that is seen in the video below.[4]

So how is social marketing so effective?

These advertisements that we see provoke us to think about our everyday actions and behaviours. One may speed as they are late for a meeting, another may not apply sunscreen as they do not see it as affecting them and someone else may not understand the harm over time that smoking can cause. These advertisements create awareness of these important issues through providing us with the information and facts. This can lead us to rethink how our actions and the impact they can have both on ourselves and those around us.

Personally, I remember growing up and constantly seeing advertisements about the dangers of the sun. Through these advertisements presenting the slogan of ‘Slip, Slop, Slap, Seek, Slide’ it provided me with reminders to be careful in the sun and the actions to take in order to change my behaviour to a positive one.

Through the thought-provoking and informative social marketing advertisements it works towards creating more positive behaviours.

[1] Solomon, MR, Russell-Bennett, R & Previte, J, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia, 2019, p. 44.

[2] R, Russell-Bennett, C, Leo, S, Rundle-Thiele & J, Drennan, ‘A Hierarchy-of-Effects Approach to Designing a Social Marketing Game’, Journal of Nonprofit & Public Sector Marketing, vol. 28, no. 2, 2016, p.105-128.

[3] R, Venturini, ‘Social Marketing and Big Social Change: Personal Social Marketing Insights from a Complex System Obesity Prevention Intervention’, Journal of Marketing Management, vol. 32, no. 11, 2016, p.1190-1199.

[4] TACV (Transport Accident Commission Victoria), There’s no one someone won’t miss – Man on the street – Towards Zero, online video, TACV, 6 August 2017, viewed March 15 2019, <https://www.youtube.com/watch?v=yHhiUv9hX-o>.

REFERENCE LIST

Russell-Bennett, R, Leo, C, Rundle-Thiele, S & Drennan, J 2016, ‘A Hierarchy-of-Effects Approach to Designing a Social Marketing Game’, Journal of Nonprofit & Public Sector Marketing, vol. 28, no. 2, pp. 105-128.

Solomon, MR, Russell-Bennett, R & Previte, J 2019, Consumer Behaviour, 4th edn, Pearson, Australia.

SunSmart – Slip, Slop, Slap, Seek, Slide 2013, image, Generation SunSmart, viewed 16 March 2019, <https://www.generationsunsmart.com.au/newsletter-insert-sid/>.

TACV (Transport Accident Commission Victoria) 2017, There’s no one someone won’t miss – Man on the street – Towards Zero, online video, 6 August, TACV, Viewed March 15, 2019, <https://www.youtube.com/watch?v=yHhiUv9hX-o>.

Venturini, R 2016, ‘Social Marketing and Big Social Change: Personal Social Marketing Insights from a Complex System Obesity Prevention Intervention’, Journal of Marketing Management, vol. 32, no. 11, pp. 1190-1199.

Every day we see numerous brands. When we walk down the street, we see flyers and buses driving past with advertisements on them. As we sit down in front of the television, we see commercials trying to sell something that can offer us value. As we are faced with an increasing amount of options, brands are faced with the challenge of reaching consumers over other competing brands. One way that a brand can separate itself from its competitors is through the use of brand storytelling.

Brand storytelling refers to a brand creating a connection with its customers through informing them of their own story.^[1] This story conveys the brands history and important values that represent the brands image.^[2]

Its main purpose is for a brand to be able to match their values with the values of their customers. It provides a brand with the opportunity to inform their customers of their purpose as a brand as well as allowing customers to understand where the brand stands on particular issues.^[3]

For example, Tesla is a brand in which uses brand storytelling to connect with their customers that value environmental sustainability. This allows customers that value brands that work towards producing environmentally friendly products to form a bond with Tesla due to similar values. It has the potential to lead to loyal customers as they trust the brand over other competing brands.^[4]

Through this form of advertisement, a brand has the opportunity to relate to customers on a personal level. The emotional impact that can come from storytelling through creating a real image of the brand can allow for customers to put more trust into the brand hence brand storytelling being a powerful tool of advertisement.

^[1]K Loyal, Brand Storytelling, Defined, Marketing Insider Group, 11 October 2018, <https://marketinginsidergroup.com/strategy/brand-storytelling-defined/>, viewed 7 March 2019. 

^[2]K Ryu, X.Y Lehto, S.E Gordon & X Fu, ‘Compelling brand storytelling for luxury hotels’,International Journal of Hospitality Management,vol. 74, August 2018, p. 22-29. 

^[3]C William, ‘5 Essential Elements of Powerful Brand Storytelling’, Forbes, 12 June 2018, available from https://www.forbes.com/sites/williamcraig/2018/06/12/5-essential-elements-of-powerful-brand-storytelling/#484db31f61a3, viewed 7 March 2019. 

^[4]C.D Costa, ‘3 Reasons Why Brand Storytelling is the Future of Marketing’ Forbes,31 June 2019, available from https://www.forbes.com/sites/celinnedacosta/2019/01/31/3-reasons-why-brand-storytelling-is-the-future-of-marketing/#4f66206d55ff, viewed 8 March 2019. 

REFERENCE LIST

Costa, CD 2019, ‘3 Reasons Why Brand Storytelling is the Future of Marketing’ Forbes, 31 June, viewed 8 March, <https://www.forbes.com/sites/celinnedacosta/2019/01/31/3-reasons-why-brand-storytelling-is-the-future-of-marketing/#4f66206d55ff>.

Loyal, K 2018, ‘Brand Storytelling, Defined’, Marketing Insider Group, 11 October, viewed 7 March 2019, <https://marketinginsidergroup.com/strategy/brand-storytelling-defined/>.

Ryu, K, Lehto, XY, Gordon, SE & Fu, X 2018, ‘Compelling brand storytelling for luxury hotels’, International Journal of Hospitality Management,vol. 74, pp. 22-29. 

William, C 2018, ‘5 Essential Elements of Powerful Brand Storytelling’, Forbes, 12 June, viewed 7 March, <https://www.forbes.com/sites/williamcraig/2018/06/12/5-essential-elements-of-powerful-brand-storytelling/#484db31f61a3>.

Thank you for joining me on my blogging journey!