Read the case study titled - Is beauty more than skin deep?
Question 1. Dove's campaign assumes that advertising has the power to determine what we find attractive or unattractive. Do you agree?
Question 2. Some people argue that fashion products are "aspirational"; they encourage consumers to think about what they could be rather than what they are. Do you believe this is true? Reflect upon your own buying habits in this area with respect to the self-concept and ideal self.
Question 3. Discuss how the hierarchies of effects within this particular industry might affect consumer buying decisions.
Question 4. Examine three personality characteristics identified in the textbook in Chapter 7 that would evaluate this Dove campaign differently. Why do they view the campaign differently? How might this affect the marketing team at Dove? What would you recommend?