A Comparative Analysis on Dove’s Localised Advertising in North America vs. South Asia
Chu, Ngoc Heidi (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051511993
https://urn.fi/URN:NBN:fi:amk-2025051511993
Tiivistelmä
This bachelor’s thesis explores the cultural and emotional factors shaping global advertising strategies through a comparative analysis of Dove’s "Real Beauty" campaign in North America and South Asia. The research investigates how cultural values, and societal expectations influ-ence consumer responses to advertising, with a focus on how Dove adapts its brand message to resonate with audiences in the USA and India.
The theoretical framework guiding this study draws on established models in international mar-keting and consumer culture, including Hofstede’s Cultural Dimensions, Kapferer’s Brand Identity Prism, and the standardisation versus localisation model. Hofstede’s framework highlights cul-tural differences, such as individualism and collectivism, while Kapferer’s prism offers insights into how brand identity is maintained across markets. Additionally, the standardisation versus localisation perspective supports an understanding of how global brands adapt their messaging while retaining a consistent brand and fulfilling their brand mission.
The empirical part of the thesis was conducted through qualitative research based on secondary data analysis. This included the examination of Dove’s advertising materials, campaign reports, and academic sources to assess how the brand conveys its message in culturally distinct re-gions. Special attention was given to the narrative and emotional elements present in advertise-ments from the United States and India.
The findings reveal that Dove’s advertising strategy is shaped by a careful balance between global consistency and local relevance. In North America, the campaigns emphasise personal empowerment and individual self-expression. In contrast, Indian advertisements highlight com-munity, familial values, and societal acceptance, particularly in contexts such as arranged mar-riage and generational expectations. While Dove maintains a unified global identity focused on authenticity and inclusivity, its ability to adapt emotional storytelling and campaign tone reflects a deep understanding of cultural diversity. The study concludes that such culturally sensitive local-isation is essential for global brands seeking to connect with diverse consumer groups without compromising their core brand ethos.
The theoretical framework guiding this study draws on established models in international mar-keting and consumer culture, including Hofstede’s Cultural Dimensions, Kapferer’s Brand Identity Prism, and the standardisation versus localisation model. Hofstede’s framework highlights cul-tural differences, such as individualism and collectivism, while Kapferer’s prism offers insights into how brand identity is maintained across markets. Additionally, the standardisation versus localisation perspective supports an understanding of how global brands adapt their messaging while retaining a consistent brand and fulfilling their brand mission.
The empirical part of the thesis was conducted through qualitative research based on secondary data analysis. This included the examination of Dove’s advertising materials, campaign reports, and academic sources to assess how the brand conveys its message in culturally distinct re-gions. Special attention was given to the narrative and emotional elements present in advertise-ments from the United States and India.
The findings reveal that Dove’s advertising strategy is shaped by a careful balance between global consistency and local relevance. In North America, the campaigns emphasise personal empowerment and individual self-expression. In contrast, Indian advertisements highlight com-munity, familial values, and societal acceptance, particularly in contexts such as arranged mar-riage and generational expectations. While Dove maintains a unified global identity focused on authenticity and inclusivity, its ability to adapt emotional storytelling and campaign tone reflects a deep understanding of cultural diversity. The study concludes that such culturally sensitive local-isation is essential for global brands seeking to connect with diverse consumer groups without compromising their core brand ethos.