Can Real Beauty Model Substitute Unrealistic Beauty Model in Beautyadvertisements to Create a Stronger Impact

SECTION B : CAN REAL BEAUTY MODELS SUBSTITUTE UNREALISTIC BEAUTY MODELS IN BEAUTY ADVERTISEMENTS TO CREATE A STRONGER IMPACT?

4.0 ABSTRACT

Over the past decades, the marketing environment has been subjected to change continuously. With vast new products and services been created daily, marketing managers are pressured to produce innovative marketing communication strategies to assist companies in making the products and services more noticeable, attractive and impellent for consumers. One way to achieve this is through the traditional use of unrealistic beauty model in advertising campaign. However, a new marketing campaign by Dove in the early 2000 has prompt marketer to review this marketing strategic of its effectiveness.

With this study, we will analyse the impact of using real beauty model to substitute unrealistic beauty model in advertising campaign to gain the success of an advertisement.

4.1 INTRODUCTION

The famous quote from the fairytale ‘Snow white and the Seven Dwarfs ‘where the vain queen would ask the mirror daily “Mirror, Mirror on the Wall. Who is the fairest of them all?” have captivated people on the perception of Real Beauty as not just any ordinary beauty but perfect beauty (Cornelis Oudenaarden, 2009). For decades, our society has failed to appreciate the real beauty of normal human being and kept fault on oneself in every part of our body and citing that how great if I could looked like that model in that TV program “American Next Top Model”.

Only minority people truly appreciate that Real Beauty as someone who has beauty in his soul, he looks like a really beautiful person (Jenny EunSuk Ji, 2007). Real beauty is forever lasting and does not fade away as time goes by. It reflects how people feel happy about themselves physically and spiritually.

5.0 CONSUMER NEEDS AND GOALS

Human needs are the basis of all modern marketing. Needs are what the marketer needs to understands before they can satisfied the...