Dove V. Axe
Published on Nov 18, 2015
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PRESENTATION OUTLINE
Dove vs. Axe
BY: CASSIDY, KYLA, SARAH
WHO IS DOVE'S AUDIENCE?
- Young female adults
- Women
WHO IS AXE'S AUDIENCE?
- Men
WHO IS DOVE'S SPEAKER?
- Dove themselves
WHO IS AXE'S SPEAKER?
- The speaker on the stage
WHAT IS DOVE'S MESSAGE?
- That their program is working to help self esteem issues
WHAT IS AXE'S MESSAGE?
- Implies that you'll be cool around women
WHAT IS DOVE'S PURPOSE?
- To help young girls feel better about themselves and their bodies.
- To make a difference
- To persuade you into buying their product
WHAT IS AXE'S PURPOSE?
- Humor
- To make men buy their product to keep their "cool"
WHAT APPEALS DID DOVE USE?
- Pathos: music, music change, young girls, they smile at the end
- Ethos: "Dove UK self-esteem programs have helped 800,00 young people"
- Logos: They use their own survey information.
WHAT APPEALS DID AXE USE?
- Logos: using facts, "women are getting hotter"
- Ethos: says "Axe" multiple times
- Pathos: uses attractive girls to help the message
WHAT FACTS DID DOVE USE?
- Their survey of 302 girls aged 10-17
- Self-esteem programs have helped 800,000 young people
WHAT FACTS DID AXE USE?
- "Women are getting hotter"
WHAT WAS THE DOMINANT IMAGE DOVE USED?
- Young girls doing activities
WHAT WAS THE DOMINANT IMAGE AXE USED?
- Situations where guys have lost their "cool"
WHAT ISSUES DID DOVE RAISE AND IGNORE?
- They raised the issue of self-esteem
- Ignored their product until the end
WHAT ISSUES DID AXE RAISE AND IGNORE?
- Boys can't keep their "cool"
- It's a "world crisis"
- Ignored the benefits of their product (smell)
HOW DID THE LANGUAGE PERSUADE THE DOVE AUDIENCE?
- Calm song, that picked up energy at the end
- Informing text on the screen had pathos
HOW DID THE LANGUAGE PERSUADE THE AXE AUDIENCE?
- Informative
- Made into be a "crisis"
- The way the introduced their product enhanced the "cool"
HOW IS THE DOVE AUDIENCE PERSUADED TO MOVE?
- Makes them think dove is helping self-esteem issues
- Buy their product, maybe they will feel better about themselves
HOW IS THE AXE AUDIENCE PERSUADED TO MOVE?
- Buy their product to stay "cool"
IS THE VISUAL TEXT OF DOVE EFFECTIVE?
- It's effective in getting the audience to know what the business is doing
- But it ignores the benefits of their product
IS THE VISUAL TEXT OF AXE EFFECTIVE?
- It's effective in getting the audiences attention
- But it ignores the benefits of their product (smell)
