Discussion – Social Responsibility Before we discuss Social Responsibility we sh

Question

Discussion – Social Responsibility

Before we discuss Social Responsibility we should learn about the guy who made this a science and has helped sell product using the technique. Let’s start with learning who is David Ogilvy?

http://www.slideshare.net/WorldsGreatestSalesperson/some-tips-on-selling-from-ogilvy

https://youtu.be/yj9rokSeack

OK, if you believe in the theories of advertising legend David Oglivy he says "The Consumer is not a moron, she's your wife" -- this obviously means tricking and lying is not the way to go. He also thinks brands should be part of a "Big Idea" and social responsibility should live "inside of that brand" and not be a separate department. He convinced Unilever (parent company of Dove) to have an ad during the 2006 Super Bowl that would not show or talk soap and related products (had to cost North of $2 million dollars?). Also, Oglivy felt that women didn't need to be entertained (many Super Bowl ads are really short comedy entertainment and I question their selling value). Humor was not needed, women needed info and a reason to purchase Dove in a crowded soap aisle at Wal Mart or Target. This he felt, would help women connect with Dove. Please cut-and-paste the next link (below) and watch the Dove ad from 2006. Next, click on the link and spend some time on the Self Esteem website and get a feel for what Dove was trying to accomplish. Do you agree with this message, source of message and credibility of what Dove is selling us in terms of brand reputation? Please share your thoughts and opinions and what this type of campaign means to all brands worldwide.

https://youtu.be/eZ8A-3NmqfM

Explanation / Answer

Yes the type of message shared from this Dove self esteem project is now a days of real importance because people are more consicious about looks which are source of confidence but are more often taken as anxiety boosters people are not satisfied with whatever unique they have instead they wish to be like someone else which dips down their confidence and overall personality.

Perception of beauty is being distorted by digitalization tha actual REAL concept has gone missing which leads to low body confidence. Dove here tries to create awareness about how the BE REAL concept should brought back .

Falsefication of beauty parameters and taking customers in the world of fantacies with the sugar coated manipulated words which are temporary is making brands loosing their image in the market. False beauty claims leads to distortion of brand image as well as creates a huge negative impact on people's mind about there real existence.

The journey is from fantacy to fact which needs to be addressed soon by all the brands worldwide so that people can differentiate and accept the reality more confidently.

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