Essay On Dove Real Beauty Campaign

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Recommended: Objectification of women in advertising

REAL BEAUTY VS. LOVE MY BODY AD CAMPAINGS
GUADALUPE LOZA
MARKETING 40: ADVERTISING AND PROMOTION

ADVERTISING CAMPAIGNS (SIMILAR ADS)

REAL BEAUTY VS. LOVE MY BODY AD CAMPAINGS
Throughout the history we have defined the meaning of advertising as a way to persuade others in order to promote its product. We can find advertisements in the streets were we live, the magazines that we read, the TV that we watch etc. Furthermore, part of the history of advertisement have been related with the idea of making people more attracted to what they see and what they want, and for many years the sex appeal of the woman and the man have made the real impact of the change in today’s society. In 2004 Dove came out with their new advertisement campaign “Dove Real Beauty Campaign” (Dove, 2004) in which focus on woman and the challenge that they have every day by dealing with the differences in their bodies. Six years after Vitoria’s Secret came out with a similar campaign call it “Victoria’s Secret Love my Body Campaign” (VS, 2010) emphasizing in the vision of the pretty perfect woman. Both of this campaigns have a very similar point of view and focus on the creation of the sex appeal in woman bodies but also both of this campaigns have a different idea on what the beauty of the woman represent and how the woman is represented in both campaigns. Comparing and contrasting both of this advertisement campaigns relate with the topics on how we market the woman in first place, how both of this campaigns relate to the true and false vision of the real beauty and finally the impact that both of this advertising campaigns have in today’s woman society.
The meaning of the beauty will always be defined on the confidence of the woman and the ...

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... http://muse.jhu.edu/journals/advertising_and_society_review/v001/1.1presbrey.html
Sampson, H. (1874). A history of advertising.
Victoria’s Secret vs. Dove: Or, how companies appropriate body-positivity to sell you more stuff. (n.d.). The feminist anthropologist. Retrieved from http://thefeministanthropologist.com/2012/08/01/victorias-secret-vs-dove/
Visual Culture: Dove Advertisement Comparison. (n.d.). Shellie Lewis’ Blog. Retrieved from http://shellielewis.wordpress.com/2013/02/07/visual-culture-dove-advertisement-comparison/
Pieters, Rik. “Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size
Effects.” JSTOR. By Michel Wedel. Fowles, Jib. “Advertising’s 15 Basic Appeals.” Mass Advertising as Social Forecast. Shrank, Jeffrey. “The Language of Advertising Claims.” http://thefeministanthropologist.com/2012/08/01/victorias-secret-vs-dove/

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