DOVE ADVERT COMPARISON
One way that we can approach these two adverts is to apply
the A.I.D.A. model to the way that they use representation. In both cases, they
capture attention in a similar way, using direct mode of address and a medium
close up shot of the face of their chosen model. The choice of model in the Lucozade
advert uses celebrity endorsement to promote positive associations with the
brand, while the Dove advert uses an unknown model in order to differentiate
their product from their competitors. In both cases, low key lighting draws the
attention of the reader to the model, but this functions in a very different
way. In the case of the Lucozade advert, the lighting highlights Bale’s
chiselled features and the intensity of his stare. This is used to reinforce
the masculine stereotype of determination and competitiveness, which has
positive connotations for a sports drink brand. The lighting on the Dove advert
draws attention to the freckled face and shoulders of the model, highlighting
the fact that the brand are deliberately constructing a countertypical representation
of women in the fashion industry.
As they move from Attention to Interest, it is clear that
the Dove advert is attempting to be more cognitively engaging with its choice
of language and graphics. The placement of the two large words next to what
appear to be choice boxes, as in a ballot implies a questions and invites the
reader to answer in their head. This literally engages the reader to wrestle
with the issue of representation and to consider how they feel about female stereotypes
in beauty advertising. The Lucozade advert also uses language to engage the
reader on a cognitive level, but rather invite them to think, it informs
telling them that Bale and the drink are In a different league. This claim
reinforces positive associations with the brand and further reinforces the
competitive stereotype that is developed by the central image.
The movement to the Desire stage of AIDA, in the Lucozade
advert is somewhat blurred with the Interest stage and the Action stage. The
reader has been actively engaged by the Interest in Bale, but quickly Desire to
emulate his success and indeed to quench their thirst, which is reinforced by
the use of spray to emulate sweat on Bale’s brown. This results the idea of performing
the Action of purchasing the drink, which is reinforced by the generic
placement of the pack shot in the bottom right (Using the Z rule, the last
place the reader looks before departing the page). However, following the
bottom line of the advert, the audience is interrupted by the phrase ‘Scientifically Proven.’
The language here is arguably meant to appeal to the masculine stereotype of
logic and reason over emotion and is arguably more like an Interest response
than Desire.
In the case of the Dove advert, the movement from Interest
to Desire is easier to delineate. Following the first questions it goes on to
ask a third, “Is beautiful skin only ever spotless?” But then moves to the imperative
“Join the beauty debate.” Here it attempts to engage the reader’s Desire to
participate and to feel part of a community of thought. The fact that it
invites participation rather than making strong claims for success is stereotypical
feminine as an advertising concept. Also, while the logo for Dove is still
placed in the typical location of a pack shot, this advert’s call to Action is very
different to that of the Lucozade advert. While Lucozade are using a very
typical marketing strategy of making a claim as to the quality of their
product, Dove seem to be appealing to the identity and values of their
audience, asking them to participate in something associated with the product
rather than to purchase the product directly.
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