The medical center that I intern at has a great reputation. It has an established brand which members of the community love. We met last week to discuss a new advertising campaign and ideas were thrown out while we brainstormed. We were unsure whether we wanted to stick close to the traditional style that we have typically done most frequently or try something new and flashy. The problem that we encountered was that sometimes flashy can give off a bad vibe and offend our target audience. (Especially in this healthcare reform period) We have discussed in our JMC 417 class that there is good and bad public relations and that sometimes bad public relations can help reach a company’s goal. But where is the fine line between triggering someone’s curiosity and just turning them off?
Companies spend years trying to build a brand that is reputable; yet one mistake can ruin all the years’ worth of work and take what seems like centuries of time to fix.
While I was researching on ideas for our new campaign I stumbled upon Dove’s campaign for real beauty. Everyone watched the commercials see here an example: http://www.projectinnerbeauty.com/tag/Dove and fell in love with the idea of inner beauty… A company that would show beauty in all of its variations…little did people know what really happened behind the scene on some of the photography used in the advertising campaign. A freelance photography retoucher, working for a photographer, working for an ad agency, working for Unilever, Dover’s owner, told a journalist of the New Yorker magazine that he’d retouched some of Dove’s photographs of ordinary women used in their successful campaign. This comment according to the New Yorker was not taken out of context. It had the ability to create extreme damage. However, because Dove took the right steps, it has not suffered extreme loss. The question is what were Dove’s intentions when launching this campaign? Do they truly believe in advocating real beauty or was this just launched to make profit? After reading some background information it is hard to believe that a company so large across the world would do something moral without having immoral reasoning.