Dove chocolate’s advertisement uses both of today’s very popular advertisement techniques all wrapped up in one: sex and humor. It shows a man’s abdominal muscles to try and capture the viewer’s attention. The advertisement’s attended audience is women. Most chocolate advertisements are directed towards women because there is social stereotype that only women love chocolate. Half the battle of an advertisement is to actually get the viewer’s attention. The people who created the advertisement decided that a good way to capture a women’s attention would to show a man’s muscular abdominal muscles. It also contains clever word play at the bottom. The use of humor is a very good way to make the viewer remember the advertisement they saw and actually want to buy the product being advertised.
Dove’s advertisement sends messages to both the males and females, even though it is mostly directed towards females. The message of the advertisement compares the joy that the woman would have from the chocolate is the same amount of joy that they got from the image. Women are suppose to be instantly attracted to the appeal and will want to go out and buy some of Dove’s chocolate. It also tries to show that buying the chocolate would also bring an attractive man into the woman’s life. Even though that promise is kind of a stretch, the advertisers still try to make that appeal. The message that it sends to men is that women love two things, a sexy “six pack” or some chocolate. If the guy doesn’t have either, he better get one of them to be able to attract a woman. The creators of the advertisement know that buying some chocolate is much easier than developing a “six pack”, so men are more likely to choose buying the chocolate.
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