#real beauty campaign

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 Doves real beauty campaign is a influential campaign that leans towards appreciating all types of beauty. they use a hashtag in all their adverts and to connote categorization , hashtags are used to gain more views and population and the hashtag relates to one specific topic which for dove is natural beauty. The hashtag invites anyone to participate therefore they will gain more population as in any video the hashtag is used as intertextuality which is community building. Composition of the hashtag, it is placed small in the right hand bottom corner so in comparison to the video- you will focus more on what is advertised and then see the campaign after.However, the primacy and recency effect concludes you are more likely to remember the first and last thing you read, so you will remember the hashtag more than the video. Dove uses more 'associative advertising' for this campaign and others, this is important for their brand as they send out positive body affirmations and self-love movements rather than showing their product off and advertising it in a way of ' if you buy this you will look like this'. the hashtag uses persuasive language with the simple but effective choice of bluntness 'real beauty' 



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