Persuasive Communication

Advertising has always done more than sell products—it sells ideals, expectations, and identities. Advertising appeals, which are rooted in Aristotle's rhetorical triangle of ethos, pathos, and logos, seek to establish credibility, interest the audience emotionally, and persuade intellectually [1]. Advertising has historically influenced how women view themselves and their social worth. In mid-20th century America, this often meant reinforcing insecurities, especially around aging and appearance, through fear and romance appeals. However, the norm is changing in today's media and digital culture. By presenting aging as empowering rather than shameful, Dove's 2024 campaign Beauty Never Gets Old is an intentional attempt to flip damaging beauty norms.

The first thing that stands out in Palmolive’s 1950s comic-style ad is the troubling headline: “A wife can blame herself if she loses love by getting ‘middle-age’ skin!” Insinuating that obvious aging symptoms are not only unattractive but also cause a husband's emotional withdrawal from a marriage, the advertisement makes use of romance and terror appeals. This is a classic example of less-than-perfect appeal, using fears to promote product use, as mentioned in “Advertising Appeals.” [1] The premise of the advertisement, a mother and daughter talking about love lost over aging, is based on patriarchal ideals: a woman's value is her youth, and it is her responsibility to protect it for men's approval.

The message is strategic and cultural. After years of working outside the home, post-World War II women were forced back into domestic responsibilities, and advertising contributed to this change. Middle-aged skin is more than just a cosmetic issue; it poses a risk to social dynamics and family stability in the context of this advertisement. [2] The commercial claims that bringing back youth using Palmolive also brings back harmony and love in relationships. This reflects what Tom Anziano describes in “The Ads Affair” as an early form of emotional advertising, before today’s micro-targeted digital ads, brands relied on broad cultural fears to connect with audiences. [3] The advertisement pushes women to live up to society's ideals of femininity. Palmolive is promoted as a tool to help women keep their relationships intact and reintegrate into traditional gender roles rather than just as a cosmetic product.

The provocative headline of another Palmolive print ad, "Would your husband marry you again?" is the first thing that stands out. The tone is interrogative rather than suggestive, emphasizing judgment. Once more, emotional vulnerability is the foundation of the product's appeal, which uses uncertainty and insecurity to encourage conformity. The ideal is presented as a young, radiant lady; Palmolive is portrayed as a way to prevent relationship failure and aging.

These advertisements' underlying beliefs indicate that women are responsible for winning their husbands' affection, and beauty is the measure of that affection. Women are not afforded individuality, only roles such as wife, mother, and caretaker. The product promises security, acceptance, and a sense of belonging in addition to smoother skin. This reinforces the social appeal noted in Advertising Appeals [1]; aligning with social norms (in this case, youthful femininity) to maintain one's place in a relationship.

The advertisement uses personal appeal and endorsement appeal instead of fear or insecurity, portraying real women over 60 who have been Dove customers for a long time as strong, fashionable, and self-assured. The emphasis on long-term emotional connection rather than temporary panic is what Anziano may refer to as slow advertising, which is a change from the less-than-ideal appeal. Dove dispels the myth that becoming older constitutes a negative connotation. According to executive creative director at Edelman, Megan Skelly, the ad rejects stereotypes and increases exposure in order to fight the "stigma of age." She states, "If this is what aging looks like, what are we afraid of?". [4]

Moreover, the advertisement challenges conventional gender norms. These women are characterized by their personalities, hobbies, and self-expressions rather than being shown as wives, grandmothers, or supporting characters. The campaign's article by Bailey Calfee claims that "the work portrays age as a power rather than a threat." [4] The target market has also changed: Dove is now marketing to younger women using new role models who are characterized by joyous presence rather than anti-aging sentiment. [4]

This shift in representation reflects a larger shift in culture. Dove utilized diversity and authenticity to undermine patriarchal values, while Palmolive used fear of aging to promote its products. According to Howarth in “6 Top Advertising Trends to Watch (2024 & 2025)”, modern consumers prefer authenticity to perfection, particularly Millennials and Gen Z. [6] This is shown through Dove's ad, which engages viewers with a positive and uplifting narrative about aging being normal and accepted rather than superficial beauty.

Dove's 2024 campaign and Palmolive's 1950s advertisements show a significant change in advertising strategies and cultural norms. Dove uses personal and endorsement appeals to celebrate aging as a sign of strength and individuality, while Palmolive uses romance appeal, fear appeal, and the less-than-perfect appeal to shame women into maintaining their youthful beauty for male acceptance. The industry's transition from broad cultural generalizations to focused, emotionally intelligent messaging is reflected in this trend. In The Ads Affair, Tom Anziano outlines how advertising has evolved from mass-market impressions to targeted, authentic, and data-driven campaigns, where establishing long-term trust is the new objective rather than fear-based persuasion. As “Advertising Appeals“ emphasizes, effective campaigns resonate by combining emotional appeals with a clear understanding of their audience. [1] Today's advertisements not only reflect but also affect cultural beliefs. The Dove campaign demonstrates how advertising can question harmful standards rather than support them.

Works Cited

[1] “Advertising Appeals (Overview).” The Visual Communication Guy, 9 May 2023, thevisualcommunicationguy.com/business-communication/advertising-appeals-overview/.

[2] “Women and Work after World War II.” PBS, Public Broadcasting Service, www.pbs.org/wgbh/americanexperience/features/tupperware-work/. Accessed 14 Apr. 2025.

[3] Anziano, Tom. “How the Ad Industry Has Changed and Is Changing.” Business.Com, Mar. 2025, www.business.com/articles/how-the-ad-industry-is-changing/. 

[4] Calfee, Bailey. “Dove Makes Aging an Aspiration in Beauty Never Gets Old Campaign.” Campaign US, CampaignUs, 15 Aug. 2024, www.campaignlive.com/article/dove-makes-aging-aspiration-beauty-gets-old-campaign/1885268.  

[5] PRLab_Hub. “The Difference between PR and Marketing.” PRLab, Nov. 2021, prlab.co/blog/the-difference-between-pr-marketing-and-advertising/.  

[6] Howarth, Josh. “6 Top Advertising Trends to Watch (2024 & 2025).” Exploding Topics, Exploding Topics, 20 Dec. 2024, explodingtopics.com/blog/advertising-trends.