The headline for the ad ‘Darling I’m having the most wonderful experience right now’, which is show’s Ogivly understandings on the importance of researching in advertisements. Back in his time, men were the dominant gender in the workforce so all household items will be bought by them. So the only way back then for a woman to get things was to convince his husband to get it for him. Ogivly also stated that the word ‘darling’ was the word with most emotional impact. As for the visuals, it shows a housewife in a bathtub, naked being covered with bubbles from the product. This picture immediately attracts the person who so happens to flip to this page, reinforcing the idea that sex sells. The body of the ad comprises of the dialogue of the woman talking to her husband on the phone. She says that Dove makes her body feel creamy and doesn’t leave her body with a dry feeling. She then compares it with Cleopatra, who had 100 mares milked every day for her bath and Anna Held in the Great Ziegfield who bathed in milk to explain its effectiveness. The slogan ‘DOVE creams your skin while you bath’ reinforces the products effectiveness. This ad shows the power of research and psychology that is put into advertisements.
By: Alif Alexander
Source: ogivvly, d. (1985). ogivly in advertising. 1st ed. united states: random house, pp.72-73.