Self-Acceptance seems to be a new theme in advertising now days. Dove’s beauty campaign has become a solid foundation for others to launch from. Now CoverGirl is taking a chance in promoting strong women through their“Girls Can” campaign. The campaign utilizes many celebrities to get the point across of the strength and capabilities of women in and out of the work place. The commercial is surprisingly inspiring by beginning with Ellen DeGeneres announcing “Girls Cant?” and then continuing with celebrity personal stories of how they overcame the odds.
The campaign though inspiring is endorsed by many celebrity figures in comparison to Dove’s
beauty campaign. A question that does occur for this campaign is that should CoverGirl have used celebrities to endorse its product? CoverGirl is known for the multiple celebrity endorsements, as well as awarding contracts to on the television program America’s Next Top Model. Questioning the notion of choosing celebrities over real world women with struggles does open the campaign to a new perspective.
However, celebrity endorsement can be justified due to the target audience for the campaign. CoverGirl’s products seem to target a younger demographic, especially in this campaign.
It is understandable how teenage girls would look up to these celebrity women. Dove’s “Real Beauty” campaign seems to target an older demographic of women. Therefore, both of these campaigns seem to be effective in different ways. It is understandable how a teenage girl may feel more of a connection to a celebrity,while a grown woman would like to look at the screen and see a woman in which she can relate to.
http://shine.yahoo.com/shine-beauty/girls-cosmetics-ad-39-surprisingly-inspiring-191100448.html?vp=1
I really enjoyed this commercial the first time I saw it. The message is obviously a very important one and when dealing with the topic of gender inequality I think a lot of people can have a lot of bias. This presents the topic in a very positive way. Instead of focusing on the difference between men and women it presents a number of well known celebrities who have broken the "women can't do…" stigma. I think perhaps the best part about this is that I never would've guessed that this was a CoverGirl commercial. I think they did an excellent job of reaching their targets by giving them a reason to be confident in themselves, which is great.
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