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Conclusion on beauty
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As you look in the mirror what do you see? Do you focus on your natural beauty or your flaws? Nearly everyone in today’s society can think of at least one feature they wish to change about themselves, whether it is their face structure, losing weight, or even changing the colour of their hair. This is because every day the world is covered with advertisements on television, magazines or billboards featuring flawless men, women and children. From this, society is expected to adhere to this unrealistic standard of beauty- to be tall, thin, and young, with long hair, ideally blonde, a flawless complexion and symmetrical facial features. In 2002, Unilever, the major corporation behind Dove, recognized the unrealistic standards set by society and retaliated by launching the Dove “Real Beauty Campaign,” one of many social missions planted by the company. The prominent message throughout the campaign is for women to see beauty in their imperfections, to celebrate the natural beauty and variation women embodied and inspire people to gain confidence and be comfortable in their own skin (Dove). The campaign raised ultimately both the self-esteem of women world wide, as well as Dove’s revenue (Dove). Although the campaign sends an important message, that triumph is negated by the underlying hypocrisy of the entire video and corporation. This video is accessible at http://www.youtube.com/watch?v=litXW91UauE.
The commercial is essentially a social experiment. Participants, who were unaware of the experiment, arrived at an unfamiliar building where they were told to get to know a stranger. Amongst faint melancholy music in the background, the women describe their appearances and express how they wish they looked to people whom they had never m...
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...their message and following their beliefs of “true beauty”. Without further research or a deeper analysis, the advertisement truly does make girls appreciate their beauty over their flaws (this advertisement even opened my eyes after the first time I watched it). After acknowledging the major hypocrisy, and the sales increase of 20% in 2005, the year after the campaign was launched, the true winner here is Dove, rather than women (Joni).
Works Cited
Carey, John X. “Dove Real Beauty Sketches.” Youtube. Youtube, LLC, 12, April 2013. Web. 14, February 2014. http://www.youtube.com/watch?v=litXW91UauE
Dove. 2009. Unilever. 21 Feb 2009. http://www.Dove.com
Joni, S. 2011. Beware the Hidden Traps in Marketing. In Forbes. Retrieved Monday, February 24th, 2014 from http://www.forbes.com/sites/forbesleadershipforum/2011/10/20/beware-the-hidden-traps-in-cause-marketing/
A certain value is put on commodities and services that in turn promote “consumption of products that encourages conformity to feminine beauty ideology”. (Johnston & Taylor, 2008) Media and advertising also immensely influences the way one looks at themselves and how much they compare their own beauty to the models on TV screens and in magazines. Through advertising, Dove promotes a movement to minimize institutionalized and structural gender inequality, and encourages the practise of self-care. Although its is makes great business sense, it is clear that their is a prioritization of commodity purchases above the overall message which creates brand loyalty. Dove shows mixed messages early on in their campaign as they are “telling women to buy creams, "slim" down, put on a bra and generally engage in… the "body project" (Essig, April 22, 2013) and “young girls started to worry far more about cellulite on their thighs than goodness in their hearts”.
Dove addressed a prominent issue in young girls’ lives today by their use of kairos. Through ethos, Dove develops a strong ethical appeal to their audience. The commercial would not be impactful without the use of pathos to appeal to the audience's emotion. The use of logos gives an argument and a solution to the self-esteem issue. Although the Dove Self-Esteem Project commercial does have native advertising that sells their product indirectly and commits many fallacies, the ethical and emotional appeal in the commercial makes the project not only relatable, but
We hear sayings everyday such as “Looks don’t matter; beauty is only skin-deep”, yet we live in a decade that contradicts this very notion. If looks don’t matter, then why are so many women harming themselves because they are not satisfied with how they look? If looks don’t matter, then why is the media using airbrushing to hide any flaws that one has? This is because with the media establishing unattainable standards for body perfection, American Women have taken drastic measures to live up to these impractical societal expectations. “The ‘body image’ construct tends to comprise a mixture of self-perceptions, ideas and feelings about one’s physical attributes. It is linked to self-esteem and to the individual’s emotional stability” (Wykes 2). As portrayed throughout all aspects of our media, whether it is through the television, Internet, or social media, we are exploited to a look that we wish we could have; a toned body, long legs, and nicely delineated six-pack abs. Our society promotes a body image that is “beautiful” and a far cry from the average woman’s size 12, not 2. The effects are overwhelming and we need to make more suitable changes as a way to help women not feel the need to live up to these unrealistic standards that have been self-imposed throughout our society.
There are several aspects to the layout of this advertisement. Women, regardless of age, tend to be drawn to the use of beautiful, younger women in an arrangement, which makes this design effective. Firstly, Taylor Swift (the young woman in the picture) has been properly dressed so that the lip-gloss she is using matc...
After watching the movie, Miss Representation, I have decided to use Dove’s new Real Beauty Campaign. I believe this company accurately counteracts the emotions and anxieties facing our female population in this generation by confronting them. I believe they antagonize what every other company chooses to exploit in order for their consumers to buy their products. Using the vocabulary provided in our textbook, I will define pathos and ethos along with their sub terms to analyze the advertisement. With so many advertisements and companies influencing women of our society to conform to a mold, Dove is sending a different message. After describing the ad, I will then use the rhetorical tools I have chosen to analyze and explain them.
Unfortunately, a lot of females fall into those traps and do not consider themselves beautiful unless they’re a certain weight or have their skin a certain way. Nobody embraces their bodies and their looks besides those that society gives you a perception of something that doesn’t exist to be “perfection”. And in the Dove commercial which I used in my presentation to state the image society has given women shows the wonder of photoshop. It showed how an average woman was changed into someone with a skinnier neck, perfect hair, and flawless skin all with the magic of technology. And by using real life human models it given women the perception that if they look like that then I can
Dove is asking the viewers to ask themselves, how they would answer. By showing how these women answer, Dove is imploring the viewer to not make the same assumptions about themself. Be strong and confident; look at yourself with gentle eyes. Even though their products are geared towards women, the emotions you feel during this short-film are far from that. The strongest point of pathos would come at the very end when the final sketches are shown to the women. Using a small amount of women when describing themselves, allows the setting to have an intimate feel. Not only do you feel the raw emotion from the women as they see the side-by-side sketches, but the music also plays a big part in the reveal. There is silence as the women study the two sketches and the music is the focal point. This was a technique similar to using white space in design, using silence to speak volumes. This let the realization sink in and the audience is able to feel what the women feel. Some had tears in their eyes as they began to realize how others described them. There was an obvious difference in the drawings and descriptions that the other person gave. This hit the main point of the production, you are more beautiful than you think. By using the word “you” in this allows the viewer to feel that this campaign is aimed towards them. This was a huge strategy used by Dove to reach the largest audience
.... "The Beauty Industry Promotes Unrealistic Beauty Standards." Not Just a Pretty Face: The Ugly Side of the Beauty Industry. Gabriola Island, BC: New Society Publishers, 2007. Rpt. in The Culture of Beauty. Ed. Roman Espejo. Detroit: Greenhaven Press, 2010. Opposing Viewpoints. Opposing Viewpoints in Context. Web. 4 Mar. 2014.
Beauty is often described as being in the eye of the beholder. However in modern western culture, the old adage really should be beauty is in the eye of the white makeup artist, hair stylist, photographer, photo shop editor, and advertiser. Beauty and body ideals are packaged and sold to the average American so that we can achieve vocational, financial, social, and recreational successes. Mass media and advertising has affected the way that women perceive and treat their own bodies as well as their self-concept. Women are constantly bombarded with unrealistic images and hold themselves to the impossible beauty standards. First, we will explore the role of media in the lives of women and then the biggest body image issue from a diversity stand point, media whitewashing.
Beauty is a cruel mistress. Every day, Americans are bombarded by images of flawless women with perfect hair and smooth skin, tiny waists and generous busts. They are presented to us draped in designer clothing, looking sultry or perky or anywhere in between. And although the picture itself is alluring, the reality behind the visage is much more sinister. They are representations of beauty ideals, sirens that silently screech “this is what a woman is supposed to look like!” Through means of media distribution and physical alteration, technology has created unrealistic beauty ideals, resulting in distorted female body images.
The makers of this commercial intended the audience to be teenagers and young adults. The values used were sex appeal (of one of the...
The Dove® Campaign for Real Beauty. (n.d.). The Dove® Campaign for Real Beauty. Retrieved April 25, 2014, from http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx
Falcione, Olivia and Laura Henderson. “The Dove Campaign for Real Beauty: Case Study” 3/5/2007. Accessed 29/4/2014. http://psucomm473.blogspot.com/2007/03/dove-campaign-for-real-beauty-case.html
The media has increasingly portrayed unrealistic views of women in the media. Whether it be on billboards or in commercials, it is almost always the same image; a beautiful woman with an amazing body and no visible flaws. In 2004, Dove challenged those advertisements and came up with the Dove Campaign for Real Beauty. It is a world-wide marketing campaign with the goal of banishing the conventional standard of beauty, and defining what ‘real beauty’ is. Despite having good intentions, I believe Dove’s real purpose is to simply broaden the definition of real beauty while making a profit.
Because the concept of real women was implemented, women were able to relate their own self-identity, flaws and overall body image to the women on the advertisements. The use of “real people” in Dove’s campaign helps people realize that average citizens can still be as beautiful as the people that are consistently portrayed in the usual advertisements. These real people offer a connection to an individual’s everyday body issue struggles and allows Dove’s audience to recognize the fact that beauty should not be limited to western societies view. Ultimately, this section of the campaign allows viewers to make personal connections to the models in the advertisements, which furthers Dove’s intentions for the Real Beauty campaign.