Video Analysis (Persuasiveness & Engagement)

Dove Real Beauty Sketches | You’re more beautiful than you think

The video’s message influences at the first stage of the AESAR timing model which is “Awareness” as it grabs the viewers’ attention. We find the AESAR model applicable as DOVE tries to enhance brand awareness and to convert users’ attitude to the brand in the long-term which shows the importance of the retention stage.

In the video Dove points out that women were often overly critical of their appearances and inspires women to recognize their natural beauty.

At this stage, Dove is not trying to sell their products, they rather put the spotlight on self-acceptance and emotional feelings encouraging people to start thinking. Dove creates strong emotional values like identity to create an association between their feelings and the brand. At the end of the video, Dove encourages viewers to visit their website by following the link so that the viewer engages further and progresses on their journey to conversion and beyond. Telling the compelling story Dove gets its content shared across social networks, increases visibility, extends reach, and thereby creates awareness. Finally, catching user’s attention might not end up in purchasing their product but people might feel trust and a connection with the brand which could result in a positive word-of-mouth.

Identification of Persuasion Triggers:

·        Commitment: Watching the video viewers have made a commitment to the brand, they feel connected to the brand and more inclined to support it and to stick with it as the video delivers very strong and emotional content.

·        Social learning: By watching the video and observing the womens’ reaction and behaviours viewers learn from it and feel inspired by it, especially when they can identify with the reactions shown in the video.

·        Compliance laddering: Once Doves grabs the viewer’s attention, they are more likely to create an association between their feelings and the brand. At this point it is easier to get people to do the next step which would be engaging with the brand by following the link at the end of the video to their website.