Rightcenter00 Essays - Marketing, Communication Design,

rightcenter00 1.0 Introduction: Dove, "Campaign for real beauty": Deconstruct the norm. Started drawing graceful steps in the beauty arena in 1957, Th e Dove brand began with merely beauty soap bars. The Dove brand was founded by Lever Brothers and today, they produce more than beauty soap bars like body wash, deodorants, body lotions, facial cleansers, shampoos and conditioners. Indeed, this brand headed by Unilever is a very successful beauty care worldwide. Figuring out the real problems. Girls in this era are often restrained and suppressed by low self-esteem, confidence and insecurities in themselves. For them, being flawless is beautiful. They are very concern of how they look to the point that they get so stressed out if they are not as perfect as others are. For them, getting a pair of long, skinny and lean legs is a goal. Not having them is weird and odd that they feel like they do not belong in the society. It can be much worse when a girl thinks that they are not beautiful just like how their idols look on televisions and magazines. All this while, most girls are being fed with the nature of beauty is by having fair and flawless skin, skinny body, big eyes, red lips and big boobs. In reality, we do know that beauty is not all about physical appearances because it is more than how you look. Beauty is actually how you embrace your flaws and present it to the world with confidence. No matter what color you are, what size your jea ns is or how unclear your skin is. At the end of the day, your personality will win over your physical appearance. Enthralling social mission. Back to the Dove brand. Dove is a personal care brand that sets forth with building up beautiful values in a woman inner and out. However, Dove has stepped up to a tota lly challenging level by coming up with a brand new advertising strategy which is combating negative advertising CITATION Mer \l 1033 (Mnter, n.d.) . What does that mean? That means combating all the advertisements made by all beauty or personal care brands that in some ways propagate the physical deficiencies existed in most women. You can see sometimes most advertisements showed to the public portrays how perfect women need to be in every way they can and only the n you are considered beautiful. This brand had actually launched their first tantalizing mission ever in 2004. The Dove Self-Esteem Project (DSEP) was launched in 2004 during their Campaign for Real Beauty was still in an infancy stage. At the core of the project are Dove's self-esteem education programs that build young people's body confidence and to strengthen their self-worth CITATION na \l 1033 (n.a, 2016) . 2.0 Definition of corporate advertising Corporate advertising in the UK is almost universally interpreted as the positioning of the company to build public awareness of, or to defend, the company's activities. Corporate advertising functions as influencer which is to influence public opinion surrounding regarding the issues that are related to the organization CITATION Phi97 \l 1033 (Kitchen, 1997) I n simple words, corporate advertising may be defined as "paid use of media that seeks to benefit the image of the corporation as whole rather than its product or services alone" . Both product and corporate advertising must reflect an integrated plan since all company's advertisings contribute to their image CITATION Pau09 \l 1033 (Argenti, 2009) Besides that, corporate advertising can also be defined as a promotional strategy by which it is designed to not only attract consumers to buy products and use services but also to fertilize a good reputation of the organization in the eyes of the consumers . CITATION lin12 \l 1033 (linef4, 2012 ) . In my understanding, corporate advertising stresses more on setting a stable pose and giving out good values to the society. This kind of advertising can in a way show how caring and loving the company is. Corporate advertising helps a company to build great reputation and decent identity to be shown to the public. Besides that, a good corporate advertising will gain people's trust and be a corporation that people are