论文代写价格：多芬的品牌特征。通过检索线索象征性地传达意义，使多芬平面广告的观众立即将广告置于该品牌的语境中(甚至是该品牌的一些积极方面。任何一个为他们的产品或过程做广告的组织都想让消费者了解、说服和放心他们的品牌。在品牌检索线索中，通常会呈现出品牌的一些特征，这些特征对最终客户有特定的好处。接下来论文代写将为同学们分析讨论下多芬的品牌特征。
要分析下面多芬广告中的特征，就必须知道特征和效益的区别。消费者的认知影响和体验以特征为目标，而消费者的选择、需求、消费、习惯等行为则以提供的利益为目标。Belch(2012)认为这些元素对于整合营销传播是必要的。功能提供信息，当功能被用来说服消费者做出购买决定时，说服就姗姗来迟了。广告的一些主要特点是既使用视觉效果又使用文字。短信已经被用来向消费者展示信息。来自不同背景的女性视觉形象被用来传达一种信息。这条短信向顾客保证，这些女性中没有一个是发型模特，也就是广告中的女性。此外，它以一种微妙的方式泛指那些不是模特的女性。然后短信会发送给目标客户，这些客户也大多不是模特。图片中的女性来自不同的种族背景，不同的年龄，不同的头发长度，不同的发型等，对所有的女性来说，一个共同点是她们的头发非常有光泽。一般看来，这些女人都很幸福。广告底部的信息是多芬洗发水产品，并向女性保证，多芬会照顾她们的头发，无论长度、风格、颜色或质地。
具体的客户需求是好处。对于上了年纪的女性来说，她需要一种洗发水，可以让她的头发更柔软，易于使用，而且不会伤害头发。对于卷发的女性来说，她们想要一种能让她们的卷发看起来柔和一些的洗发水。对于直发女性来说，她们想要一款不会拖累头发的产品。短发的女人喜欢头发稍微卷一点。头发卷曲的女人会想要卷发。喜欢把头发盘成发髻的女性会想要一些能增强发丝的洗发水。亚洲女性对头发的需求与西方女性不同，多芬承诺解决这两个问题。此外，多芬还提供了一个链接，让消费者可以去查看产品是否能满足他们的需求。
To analyze features in the Dove advertisement presented below, it is necessary to know the difference between feature and benefits. The consumer cognition affect and experience are targeted by features, whereas consumer behaviour such as choice, need, consumption, habit are targeted by benefits offered. Belch (2012) identified these elements as necessary for integrated marketing communication. Features serve to inform, and persuasion comes much later when the feature is used to persuade the consumer to make the purchase decision. Some of the key features of the advertisement are that it makes use of both visuals and texts. Text message has been used to present a message to the consumer. The visual images of women from diverse backgrounds have been used to present a message. The text message assures the customer that none of the women are hair models, referring to the women in the advertisement. Moreover, it in a subtle way refers to women in general who are not models. The text message then goes to target the customer who is mostly not a model, too. The images are of women from different racial background, different ages, with different hair length, hairdo etc., one thing common for all the women are that their hair is very glossy and shiny. The women are very happy in general observation. The message at the bottom of the advertisement has the Dove shampoo product, and a statement assuring women that Dove will care for their hair irrespective of length, style, colour, or texture.
Specific customer wants and needs are the benefits. For the woman who is old, she needs a shampoo product that will keep her hair softer and is easy to use and does not harm the hair. For women who have curly hair, they want a shampoo that will take their curls a bit and make it look softened. For the women with straight hair, they want a product that does not weigh down their hair. Women with short hair would like a little bit of volume. Women with frizzy hair would want the frizz tames. Women who like to throw their hair into a bun would want some shampoo that gives strength to the strands. Asian women needs with respect to hair are different from western women’s needs and Dove promises to address issues for both. In addition, Dove presents a link where the customers could go and check up whether their needs will be met satisfactorily with the product.
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