Brands & The Human Connection
The target audience for this particular commercial would be anyone who uses a Dove product. More specifically, women are the primary target due to the beauty concepts of this video. This content supports the Dove brand as a beauty product by proving to these women that they are an element of beauty through the sketches. Dove engages with their audience through an emotional aspect by showing the women that others perceive their beauty differently than they themselves do.
The types of shots they used ranged from wide, medium, and close up. During these strategies and photography skills, they used rule of thirds. In my opinion, I think this story got so many viewers due to it having such an emotional effect on the public. With a human connection, after one month this video went viral with 114 million views. Dove engages with the audience due to the appealing aspect to the public, from honesty to sincerity of those who were describing them to the artist. That’s also why women who were sketched became so emotional when they saw the difference. “She looks closed off and sadder in that one, but in the other she looks more-friendly, more open, and happier,” Kela said.
As humans, we see each other differently than we see ourselves and not many people realize it. During this video, it even shows, the women did not realize the beauty that others saw in each of them. As they were describing themselves to the artist, they were critical of themselves whereas when others described them to the artist, the sketch looked much different. They were described more beautifully by complete strangers. Each woman was critiquing herself in a way that wasn’t true. She saw herself within a different perspective than others did.
The characters consist of clients that are coming in for him to ask a few questions to get a description of their features such as the outline of their face. Some of the questions he asked consisted of, “Tell me about your hair, your jaw.” The artist does not see the woman he is sketching. “I showed up in a place I’ve never been before and there was a guy with a drafting board. I didn’t know what he was doing but after a several questions I could tell he was drawing me,” Florence said. Next, he has someone else come in and answer questions about that person to compare how they saw themselves compared to how others saw them. The message that the Dove brand is hoping to portray is to not let yourself be your own worst enemy. If others can see your beauty, you should too. Don’t always be so hard on yourself, you are more beautiful than you think.
From being a journalist and approaching digital storytelling, telling an actual story that has impacted you as a person or someone you know is better than telling a story that won’t have an impact. Someone else may be viewing your video and can relate, therefore, a share or like comes along – so on and so forth. Then all of a sudden, your video has gone viral and made an impact on the world. This video eventually received 4 billion blogger impressions. Having an emotional aspect on your audience is important, it impacts humanity and the community as a whole. It makes women realize they are too hard on themselves sometimes, and you really are more beautiful than you think.