Dove analysis Flashcards
(7 cards)
Kitchen setting analysis
The real scene (opposed to a staged studio setting) reinforced the campaign’s idea that beauty exists in everyday moments, challenging the often polished representations of the ‘ideal woman’
How has the camera shot been staged?
The camera shot appears candid and unposed, reflecting Dove’s focus on using real people and realistic representations of life. The movement and blur of the camera shot also construct an almost voyeuristic scene that the audience feels involved in.
How is the advert pluralistic?
Dove used an asian family to support the campaign’s focus on realism and break away from the Eurocentric, hegemonic representations of mothers by implying that the struggles of motherhood are universal.
How is the slogan ‘Beautifully real mums’ emphasised in the advert?
The repetition of ‘real’ suggests that Dove relies on authentic images of women and wants to depart from the stereotypical ‘perfect mother’. This is further emphasised through the casual clothing and voyeuristic shot that emphasises
How is the Mother presented?
How do the Mother’s clothes subvert conventional depictions of women?
She is wearing ill-fitting clothes, which could either showcase how motherhood is so demanding that she is unable to prioritise her appearance, or perhaps her clothing could symbolically represent that society has led her to feel ashamed of her body, as her natural appearance may not align with the airbrushed and performative representations within the media. Dove’s campaign aims to encourage individuality and the importance of embracing individuality by using unfiltered and realistic depictions of motherhood.
Contradictions of the campaign
