Choose Beautiful

The Dove choose beautiful campaign is a marketing effort geared towards encouraging women to accept themselves. The Dove product name has, in many households and with many women across the globe, become synonymous with natural beauty and confidence. Their recent video features two doors Labeled Beautiful and Average. Women have the choice of which door to go through. They are then interviewed about why they chose the door they did. The video can be seen below.

According to B.J Fogg’s behavioral model this commercial encompasses the necessary characteristics to drive Dove’s target audience to not only buy their products but also to endorse their brand.

Motivation

The Unilever Corporation which owns the Dove brand is known for creating household products. Dove is no different. There are two areas that can clearly be identified as motivation. The first is the commercial motivates women to think of themselves as naturally beautiful. The Unilever Corporation is well known for its philanthropic efforts and promoting social justices. The second motivation is to encourage women to purchase their product. The concept that Dove promotes natural beauty and self-confidence subconsciously associates the Dove care products with this redefined idea of beauty. This motivates women to purchase their products.

Ability

The commercial focuses on the idea that women can choose to think they are beautiful. There standpoint is that every woman has this ability.

Triggers

The Call to action by the commercial is the trigger. Even the title is calling women to choose to be beautiful. This creates a spark which is a lower motivation and a high ability. The ability of women to choose to be beautiful triggers the purchase of their dove products due to associations mentioned in the motivation segment.

Process Premises

The process premise used in this campaign is strongly focused on the wants and emotions of women around the world. Currently women’s rights and positive body image are a strong topic in most nations. Dove’s choose beauty campaign hones in on women’s desires to be beautiful and accepted, while encouraging them to be strong and themselves. Acceptance, especially in women, is a need. By encouraging women to accept they are beautiful, Dove has developed a successful persuasive campaign using one of humanity’s most basic needs. There is also an emotional aspect to the commercial. When women choose the average door we as human beings feel for them. The way women describe themselves in the interview pulls the watchers emotions in both directions. They feel compassion for those who think little of themselves, and strength and encouragement towards those who walked through the beautiful door. This also could fit under another premise—attitude. By the end of the commercial the viewer’s attitude is affected. Most viewers are determined to think of themselves as beautiful. They experience an attitude shift. Overall the premises that the commercial used were successful in expressing their message.