"Influential Advertising: Dove and Its Use of Rhetorical Elements in Commercials and Social Media"
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Paulina AlvarezPaulina Alvarez is an undergraduate student at the University of Central Florida. She is majoring in Advertising and Public Relations and double minoring in Digital Media and Psychology. She wrote this essay for her ENC 1102 class during her freshman year. Paulina wishes to continue learning how visual and written components influence human behavior in order to one day create her own effective advertising campaigns as an art director. Contents |
ReferencesBarnes, S. B. (2001). Online Connections: Internet Interpersonal Relationships. Hampton. Bazerman, C. (2004). Speech Acts, Genres, and Activity Systems: How Texts Organize Activity and People. What Writing Does and How It Does It: An Introduction to Analyzing Texts and Textual Practices, (1st ed.), pp. 309-339. Belch, G. E., Lutz, R. J., MacKenzie, S. B. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(2), pp. 130–143. Berki, E. & Jäkälä, M. Communities, Communication, and Online Identities. Cyber Behavior: Concepts, Methodologies, Tools and Applications, (1st ed.), pp. 71-74. Dove. (2016). Dove | Beauty on your own terms #MyBeautyMySay. Retrieved from https://www.youtube.com/watch?v=_XOa7zVqxA4. Dove. (2017). Dove | 60th Birthday #RaiseTheBeautyBar. Retrieved from https://www.youtube.com/watch?v=YM6LodGbA70. Haenlein, M. & Kaplan, A. M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), pp. 59-68. Hilmir. (2006). Dove: Evolution Of A Model. Retrieved from https://www.youtube.com/watch?v=s2gD80jv5ZQ. Neff, J. (n.d.). Top Ad Campaigns of the 21st century; Dove: Campaign for Real Beauty. Retrieved from http://adage.com/lp/top15/#realbeauty. Pace, E. (2009). The X and Y of Buy: Sell More and Market Better by Knowing How the Sexes Shop. pp. 44-45. Rimoldi, O. (2008). The impact of ‘likeability’ on advertising effectiveness: To what extent does liking an advert have a persuasive influence on consumer behaviour? University of Auckland. Swales, J. (1990). The Concept of Discourse Community. Genre Analysis: English in Academic and Research Settings. pp. 466-473.
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Paulina AlvarezPaulina Alvarez is an undergraduate student at the University of Central Florida. She is majoring in Advertising and Public Relations and double minoring in Digital Media and Psychology. She wrote this essay for her ENC 1102 class during her freshman year. Paulina wishes to continue learning how visual and written components influence human behavior in order to one day create her own effective advertising campaigns as an art director. Contents |