“Tell me about your hair.” “Tell me about your chin.” “Your jaw?” “What would be your most prominent feature?” These were the questions each woman was asked to describe themselves to the Forensic Artist while he was drawing them. “It kind of protrudes a little bit. Especially when I smile.” “My mother told me I had a big jaw.” “Kinda have fat, rounded face.” “The older I’ve gotten the more freckles I’ve gotten.” “I would say I have a pretty big forehead.” These were the replies of women illustrating their face features. Toward to the end of the video, the women come back to the studio and see two sets of sketches: one sketch is the women’s descriptions of how they see themselves and the second sketch is a stranger’s description of the person they were told to meet. The women were …show more content…
surprised at the results of seeing their true beauty from someone else describing them, instead of the gloomy first sketch the women helped the artist create. “Do you think you’re more beautiful than you say?” the artist asked one woman and she replies saying “Yeah...Yeah…” indicating she was speechless it took her breath away. At the end of the commercial, you’d see Dove’s message advertising, “You’re more beautiful than you think.” The Dove Real Beauty Sketches commercial aired on April 14, 2013, as a part of the Dove Marketing Campaign for Real Beauty.
The commercial poured out a lot of emotions showing empathy, compassion and happiness through the women describing the way they look and someone else’s viewpoint on the person’s appearance. When the piano play pianissimo in the background it sets the tone of the atmosphere very mellow, serene and sympathetic. As you watch the advertisement seeing multiple women gaze at their sketches realizing the difference between a negative input and a positive output melts your heart and makes you smile to appreciate on the way you look. Dove revealed a caring side of them showing that they care a lot about their customers, also advertising to their viewers they are a “people person company”. In the Dove Real Beauty Sketches commercial, the Forensic Artist interviewed different women to do their sketches and it captivates women as an acceptable target audience for this advertisement. Women be more concerned about their appearance than men does and sometimes women also worry about how society view them in public. For example, at first the women in the video was unsatisfied
with their appearance exaggerating their face features out of proportion such as saying they have a big forehead, a fat rounded face, a protruding chin when they smile, as they get older they tend to have more freckles on their face and including one woman telling the artist her mother told her that she have a big jaw. As a result of the women feeling depressed, Dove added a few strangers in the commercial to conversate with the individuals the artist was doing the sketches on and describe their appearance back to him. On the contrary, the stranger’s description of the person they met was different based on their answers to the artist saying, “She was thin, so you can see her cheekbone. And her chin was a nice, thin chin.” “She had nice eyes. They lit up when she spoke.” “Cute nose.” “She had blue eyes. Very nice blue eyes.” Overall with the addition of a stranger’s opinion boosts the women’s self-confidence about their natural beauty and it was also reaching out to women watching this commercial to accept the way they look. Another consideration to add is today’s society fashion of being a part of the “in-crowd” considering themselves as acceptable members to society. In society, teenaged girls and young women particularly watch t.v., search the internet, or read magazines and see how celebrities look glamorous and they fantasize about becoming one of them by buying the latest name brand makeup products, hair care products, eliminating imperfections by getting plastic surgery, buying excessive name brand clothes, shoes and jewelry. Based on today’s society, women are not satisfied on the way they look and try countless ways on becoming a perfect person. Dove’s commercial serves as a perfect example when women discussed their appearance. However, Dove didn’t create a message on promoting their products: Body wash, Beauty bars, Deodorants, Hair products, Lotions, Men+Care, Shaving products, and Dermaseries in the commercial; which particularly made the commercial unique and it only focused on improving women’s self-confidence about their appearance. “You’re more beautiful than you think” slogan is a message from Dove encouraging women of all ages and different races around the world to embrace their beauty. In conclusion, the Dove Real Beauty Sketches commercial was an original, warm advertisement. The reason why I said the commercial is original is because Dove used several women of different racial backgrounds and each of them was possibly in their late 20’s, early 30’s and middle aged. Despite the lack of advertising their usual products, Dove wanted their consumers to see how much they care about them and in their opinion every woman is beautiful.
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”.
First, Kilbourne’s research should be praised tremendously for bringing to light the unhealthy impression of true beauty in today’s culture. Kilbourne challenges the audience to reconsider their viewpoints on advertising that is sublime with sexual language. The evolution of advertising and product placement has drastically changed the real meaning of being a woman. According to the movie, every American is exposed to hundreds and thousands of advertisements each day. Furthermore, the picture of an “ideal women” in magazines, commercials, and billboards are a product of numerous computer retouching and cosmetics. Media creates a false and unrealistic sense of how women should be viewing themselves. Instead of being praised for their femininity and prowess, women are turned into objects. This can be detrimental to a society filled with girls that are brainwashed to strive to achieve this unrealistic look of beauty.
This commercial has an upbeat feel to it while simultaneously advertising its product effectively. The commercial tries to cover a wide range of audiences. It tries on emotional levels to connect with multiple individual and does a very good job in portraying examples in their situation. This commercial definitely advertises its product effectively. It was timed well, and it used quality examples of rhetorical analysis throughout the entire
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
I have examined and analyzed the COVERGIRL™ NatureLuxe advertisement that uses common feminine stereotypes. In this advertisement, COVERGIRL™, which runs in Seventeen magazines, targets women through their choices of colors, fonts, and images used. Certain stereotypes are used; such as, those who are more feminine tend to prefer lighter, happier colors, such as pink. Also, the use of a celebrity, who many young women look to as an icon, assists in the advertisement of the COVERGIRL™ product. COVERGIRL™, more than likely, is able to successfully market their lip-gloss product in the United States by using common gender stereotypes to show femininity and how those, mainly women, should be presented in today’s society.
The specific emotions that are exemplified in this advertisement from music are determination, focus, sympathy, and contentment. In the first three scenes there are two people running and another is doing sit ups. They each are showing determination to get through the exercise without renouncing. The next segment involves a boy on a school bus. He illustrates focus no matter the occurrences proceeding. Following, is a girl on the train dancing, showing pleasure; then, there is guy waiting for a ride, illustrating delight. Upcoming, is a party scene where all people is showing enjoyment and further is about girl crying, constructing the audience to feel sympathetic. Succeeding, is people dancing on the subway modelling contentedness, proceeding with men having their jobs at focal point. Towards the end, there are scenes involving motorcyclists, a boxer, kids at a park, a pilot, bus driver, and people having a joy ride and carrying out the emotions listed above. Because of the song playing throughout the advertisement, various emotional responses were created; it also gave conflicting meanings to each individual person because of contrastive experiences each person has had. The additional use of logos promotes consumers to invest in
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 ineffective advertisement formulated by the Popchip brand used the music pop icon Katy Perry as a figurehead to degrade the female body image to promote air popped chips. Using a talented widely known artist to exhibit the sexual fascination of breasts to entice a male audience may had been the focus of this advertisement; however, there is a massive problem. The main issue surrounds how a woman is perceived by the general public and what makes a woman truly feminine. The discrepancy that advertisements promote are the unfair and impossible ways an average person may be in the real world. The expectations of an average woman are based upon the idea of perfection, sexuality, and favorable visual concepts of modern design.
Since the early 2000s, Dove has invested millions of dollars into creating advertisements targeting women who lack the understanding of their everyday beauty. They have invested and partnered with Boys & Girls Club of America, Girls Scouts, and Girls Inc. in hopes of making a difference in society (Huffington) . Their goal is to empower women to understand that they are beautiful in their own individual way. That in order for females in society to find themselves attractive they must first find the beauty in themselves and gain confidence in themselves in order for the future generations to do so as well. In this article I will be arguing that Dove is making a positive difference in the female community with their advertisements. Advertisements
Dove started the campaign “ Real Beauty” in 2004 . The campaign’s objective was to change the women’s perception for their definition of beauty. The Dove Real beauty campaign is a marketing campaign established in order to widen the definition of beauty as well as provoke discussion on what our society deems beautiful.” The campaign consists of 4 stages of advertising. The first phase placed initial advertisements that focus on featuring women of all ethnic groups and shapes . The second phase uses commercial advertising on television it targets young women . The third phase uses print advertisement that targets older women on the 50+ age range. The last, phase of the campaign is a video that has been trending on social media across the world. In 2004, Dove employed researchers to conduct a survey in order to study how much women are satisfied with their own beauty . As a result 2% of women that where interviewed in the 10 countries chose the word beautiful to describe themselves, and very few chose the word gorgeous and sexy ” (Ercoff,2010). The Dove Campaign for Real Beauty was created soon after with the hope of raising that 2%statistic.
In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist. ”(Dyer, 1982:6). In its place of following the outdated mantra of beauty- advertising campaigns that endorse an unachievable standard of attraction as the norm, Dove’s campaign has taken a concern that touches the lives of loads of young and old women: self-observation in the face of ads that don’t mirror the realism of women’s looks. Dove is saying that it’s all right to be ordinary, and that you’re not less than for not being what certain advertisers reflect to be flawless.
In the photo of Alba’s face, you cannot see her skin pores, or any lines that may appear on her face. In the film Killing Us Softly 3, Jean Killbourne defines these features of computer-generated photography remove any human elements to remove any blemishes that might be seen on Michelle Pfeiffer’s face (5:22). This type of facial manipulation defines the deification of women through the lens of patriarchal expectations of how women are supposed to appear in real life: “Soon, we won’t need real models and the ideal image will be more impossible than ever before….that we can look like this if we just try hard enough” (5:54). These approaches to photographic editing define the way that Jessica Alba also appears almost “beyond natural” as she gazes into the camera with a perfect face, and without any acne, skin pores, and aging lines. “This ideal image does affect women with self-esteem, and it also influences how men feel about the real women that they are with” (6:25). Killbourne effectively defines the important aspects of feminist perspectives on the objectification of women, which are exposed in this Revlon ad, but more importantly, it shows how difficult this type of propagandistic beauty can be for women as they try to emulate this form of perfection by buying make-up
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.
image of themselves in real life. They are almost computer-generated women like in the movie Simone. Indeed, with the technology we have now, advertisers can transform a product into perfection, at the same time, misleading the consumer into seeing it as “real”, and thus permanently providing impossible standards (Ingham). More and more women are becoming dissatisfied with themselves trying to be this fantasy person created by the men in our society. This distorted view of reality, portrayed by advertisemen...