Analysis of Dove Advertisement: A Formal Letter with Recommendations

This assignment presents a formal letter addressed to the marketing manager of Dove, critiquing an advertisement for the Dove VisibleCare Crème range of body washes. The letter, written from the perspective of a concerned individual, highlights the advertisement's problematic portrayal of beauty, which links fairness to skin complexion and potentially promotes racism. The author argues that this contradicts Dove's brand positioning and unique selling proposition, which aims to empower women of all skin tones. The letter urges Dove to withdraw the current campaign and replace it with a new one that showcases the product's benefits while celebrating diversity. The author suggests that the new advertisement should feature women from different backgrounds using the product. The letter concludes by emphasizing the importance of maintaining Dove's brand image and adhering to ethical marketing practices, while ensuring the advertisement's effectiveness and appeal.

Running head: FAULTY ADVERTISEMENTS
Faulty Advertisements of Dove
Name of the Student
Name of the University
Author note

1
FAULTY ADVERTISEMENTS
September 03, 2018
To,
The Marketing Manager,
Dove,
C/o Unilever Plc,
Unilever House,
100 Victoria Embankment,
London EC4Y0DY,
United Kingdom,
Subject: A request to withdraw and launch a new campaign of Dove Visible Care
Dear Sir/Ma’am,
This is to draw your kind attention towards an advertisement campaign which the esteemed
company has released to market one of its most sought after brand and product, Dove. The
advertisement markets Dove Visiblecare Crème range of body washes. The target market
segment of the advertisement is female customers all-round the world who enjoy bathing
with body washes containing moisturizer. The advertisement shows that after using the
product, the consumer would experience ‘visibly beautiful skin’ and her skin complexion would
turn fairer. An interpretation of the advertisement would point out that it aims to relate beauty
with skin complexion. This promotion goes against the very market positioning and the unique
selling proposition of Dove. This projection of beauty would attract resentment from consumers

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FAULTY ADVERTISEMENTS
having darker complexion and would earn the product the image of promoting racism. This
would pose serious threat to the global image of both Dove and its owner, Unilever. Thus, it can
be pointed out that the advertisement cannot be agreed on these serious contexts.
It can be pointed out that the advertisement cannot be agreed or accepted because the tries
to limit the scope of beauty of a woman to her skin complexion.The advertisements projects
fairness as the benchmark of beauty which would hurt the sentiments of women with less fair
complexion. The advertisement due to this unethical and stereotypic presentation of feminine
beauty should be changed. Unilever, on the page dedicated to Dove on its official clearly says
that Dove wants women irrespective of skin colour feel confident about their beauty. Thus, the
advertisement is both against customer interest and the product positioning strategy of Unilever.
Hence, the esteemed company should withdraw it from the market or change it.
It can be suggested keeping the above discussion in view that M/s Unilever Plc should withdraw
the campaign and release a new campaign which would in line with the global image of Dove
and its Unilever Plc. The advertisement should show women of different countries using Dove
Visible care range of body wash to take care of their skin.
As a conclusion, it can be stated that Dove provides relief to the people particularly during the
time of getting fresh. The advertisement of Dove can provide assurance to the people about the
quality of product that is manufactured by the company. At the same time, the managers can
display advertisement based on the type of gift opportunity it can provide to people. However,
one aspect that need to be kept in mind is the fact that the advertisement does not cost a lot of
financial loss for the company. The brand image of Dove needs to be kept in mind while
developing the advertisement so that any ethical rules are not violated from the promotion of the
advertisement. The level of creativity as well as the level of innovativeness need to be kept in

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FAULTY ADVERTISEMENTS
mind while developing the advertisement and ensuring that the needs of the customers are also
met.
I would be sincerely obliged if the suggestion if accepted by the esteemed company.
Thanking You,
Yours faithfully,
…………………………….(name of the sender)