LO1: (M1) Consistency of message in campaigns

Consistency of message in my chosen campaigns

Dove's "The Code" Campaign

In order to ensure the key messages of this campaign were consistent across platforms and media types, key aspects were kept consistent and similar, including: an established colour scheme, use of imagery, music, branding, and their multiple slogans. The colour schemes and branding relied on white, blue and gold which mirrored Dove's logo. Each media type (including a poster, promotional videos, and billboards etc) employed a similar white background with blue text, and a vibrantly coloured image next to them - creating a focal point. This creates synergy across the campaign, as the brand identity is established and reinforced throughout, especially through print and audio visual products. Having the audience's attention go immediately towards the images (usually of a normal woman, next to an AI created depiction of one), proves the messages Dove is trying to convey to the audience - that appearances and looks aren't everything and shouldn't be held on such a pedestal. Also, Dove's campaign use of imagery creates a visceral reaction from the audience whilst raising a conversation about the negative effects AI has on people of all ages, and this message is evident throughout each media type as the imagery is consistent on each. Moreover, solemn music is used in their advertising videos to stand as an audible manifestation of how this campaign is supposed to make the audience feel, sadness due to the widespread effect of AI; before it becomes somewhat more positive, connoting that Dove's campaign has a positive impact on it's audiences - persuading the audience. This is consistent across the campaign as despite none other media mediums having the ability to have audio, they denote this solemn feel through other portrayals of the effects of AI. Finally, similar slogans (such as "what kind of beauty do we want AI to learn?" or "Real Beauty" etc.) are also denoted across every media type, establishing and reinforcing their impact on the audience. For example they're seen on print media, billboards, and their tv adverts where a mass audience can view them, increasing the amount of people who will begin to join the conversation of "what kind of beauty do we want AI to learn?". This portrays the consistency across the entire campaign.