Dove Commercial Analysis
The Love between a Woman and her Chocolate: Dove Commercial Analysis
Let’s be honest, how many opportunities does one have to swaddle themselves in rich, velvety, layers of chocolate? Well if you’re the star of a Dove chocolate commercial, every day! Dove’s “Pure Silk” chocolate commercial plays up the appetizing name of their treat by using specific appeals that charm adult women right out of their diets. The writers of the commercial achieve these appeals through the use of words with pleasurable connotations, slow and sultry pace and music, and a beautiful actress. If the words “pure silk” weren’t enough to convince consumers, Dove packs on the punch by composing their commercial primarily with words that will make their audience swoon. The words “savor”, “sigh”, “melt”, and “tantalizing”, all provide the viewer with a sense that an escape of pure bliss is waiting for them once their first bite of Dove has been taken. These words particularly appeal to the feelings of women who are in their teens or older, as young girls might not grab on to the sensual emotions that these words evoke. In a sense, Dove seems to aim for the metaphor of chocolate being a romantic partner. The words used are the same words that could be used to describe a close relationship. There is, however, a bit of information asymmetry present. The commercial leaves out information like the particular things that make this certain type of chocolate so “silky” and “tantalizing”. The audience has to trust in Dove that the quality of the chocolate directly correlates to the words it is being described by. There are other factors present in the commercial which help the audience gain trust however. Music is one of the factors that can completely make or break any type of performance. Thankfully for Dove, they got it right. The commercial employs a seductive tune with a slow rhythm to compliment the pleasurable emotions derived from the aforementioned word choice. The music gives the
Let’s be honest, how many opportunities does one have to swaddle themselves in rich, velvety, layers of chocolate? Well if you’re the star of a Dove chocolate commercial, every day! Dove’s “Pure Silk” chocolate commercial plays up the appetizing name of their treat by using specific appeals that charm adult women right out of their diets. The writers of the commercial achieve these appeals through the use of words with pleasurable connotations, slow and sultry pace and music, and a beautiful actress. If the words “pure silk” weren’t enough to convince consumers, Dove packs on the punch by composing their commercial primarily with words that will make their audience swoon. The words “savor”, “sigh”, “melt”, and “tantalizing”, all provide the viewer with a sense that an escape of pure bliss is waiting for them once their first bite of Dove has been taken. These words particularly appeal to the feelings of women who are in their teens or older, as young girls might not grab on to the sensual emotions that these words evoke. In a sense, Dove seems to aim for the metaphor of chocolate being a romantic partner. The words used are the same words that could be used to describe a close relationship. There is, however, a bit of information asymmetry present. The commercial leaves out information like the particular things that make this certain type of chocolate so “silky” and “tantalizing”. The audience has to trust in Dove that the quality of the chocolate directly correlates to the words it is being described by. There are other factors present in the commercial which help the audience gain trust however. Music is one of the factors that can completely make or break any type of performance. Thankfully for Dove, they got it right. The commercial employs a seductive tune with a slow rhythm to compliment the pleasurable emotions derived from the aforementioned word choice. The music gives the