What is the Attraction of Dove Ad Legacy Coursework

What is the Attraction of Dove Ad Legacy - Coursework Example By asking mothers how they felt about their bodies, and then linking their feelings, perceptions, thoughts, attitudes and general orientation towards their bodies with how their daughters, in turn, felt about their bodies, the ad makes a powerful case for urging mothers to consider what they want to leave behind for their daughters as their part of their legacy. This is a powerful emotional appeal, given the obvious importance of the daughter in the lives of women as mothers. This is probably the woman’s strongest bond with any person. The implied message is that Dove cares about how they feel about their bodies and how the women are in relationship to the most important people in their lives, their children. Bringing mother and daughter together evokes positive and very intense feelings of love and the intense feelings associated with motherhood and all that the bond implies. There is an obvious linking of all this powerful current of emotions with Dove, and how Dove wants to position itself as something that will make women feel beautiful and good about themselves and their bodies. There is the aspect too, of Dove being a part of what mothers can positively leave behind for their children as part of the mothers’ legacy to their children. The bigger legacy, of course, consists of positive vibes, happiness, being at home with one’s body, loving oneself and accepting oneself, that Dove representsÃ'Ž The key argumentation, in terms of Aristotle’s appeals, is the appeal to pathos, or the emotions. This is also an appeal to self-identity, the women’s interests relating to self (Writing Commons, 2014). As the literature on pathos suggests, and as the Dove ad demonstrates, this is a very powerful appeal. The very premise of the ad- that mothers pass on how they see and feel about themselves to the most important people in their lives, their children and their daughters-   is inherently laden with powerful emotions (Kemp et al., 2 012). The supporting ad elements, including the music, all work in concert to emphasize and enhance the appeal to pathos. This is by design. There is an attempt to on the part of the ad to appeal to the audience of the ad in the same way. In the same way that the ad elicits the emotional reaction of parents by linking the exercise to their young daughters, and saying that the daughters are affected by the mothers’ feelings about themselves, the ad also makes an appeal to the emotions as far as the audience is concerned. The buildup of the music cued to reach a crescendo towards the end is an obvious attempt to imprint a powerful and positive emotion to the hearts of the audience at the end of it, like in a movie. Moreover, the choice of adult mothers with young daughters as the participants in the ad is deliberate, as those constitute a major target market for Dove products. The appeal to the emotions work where the audience is able to identify with the characters in a   mo vie, a book, a story, and here an ad (Kemp and Kopp, 2011). The race mix of the mothers also makes sure that the different target market ethnicities are included, to make sure too that the different members of the target market are able to identify with the mothers in the ad. There is an Asian mother, an African American mother, and three Caucasian mothers.