Marketing Communications - Bok av Anne Sofie Danekilde & Louise Mandrup - Häftad
Dove aims at reaching their target women through an innovative approach by using ¿real¿ women with ¿real¿ shapes and sizes in advertising to represent their company. The Body Milk advertisement depicts women with all shapes and sizes from different generations, ethnicity and stages in life, which illustrate the main elements of Dove¿s Campaign for Real Beauty. Within the advertisement Dove focuses on women assumed identical to parts of the target audience, which indicates a light selling approach..