The widely known company, Dove has grown popular by their positive campaigns to boost body positivity and beauty among women. They have several ad campaigns that promote healthy models that appreciate their own kind of beauty, and embrace themselves for who they are. This heart-warming campaign has had a positive response among young women, and it definitely targets an emotional connection. After readings of Huxley, I would say that the Dove Campaign would be non-rational propaganda because of its emotional ties, and the purpose of these campaigns is to expand the possibilities of women who are under the “beautiful” category because each woman is beautiful in their own image. Dove beauty campaigns have been mentioned in Fortune magazine stating, …show more content…
One of the women chosen to participate in the Dove campaign was a professional wrestler, and had a masculine body shape. Beauty and fashion companies would argue, “She is too muscular.” And, “we want a more petite model.” Dove thought she couldn’t be anymore perfect, and she was. That is the image Dove is trying to create for their company, and it’s working. Women are feeling empowered to consider themselves gorgeous, because they are. Dove also has a creative page on their website where they encourage young individuals to share their story of how they define beauty in their terms. This small story sharing page is kind of like a blog that is part of Dove’s “My Beauty, My Say” campaign. People are becoming confident enough to overcome their insecurities, and admit to being their own kind of beautiful. A young fashion blogger, Jessica, shares her story on Dove’s website, “They said… only skinny girls can dress well. I said… I’m going to wear whatever makes me feel good.” This happens to be another amazing response from someone who is comfortable in her own skin, and is not afraid to defend her …show more content…
Several women were chosen to give their most honest description of their appearances, but the final results are not what you would think. Each woman would describe herself to an artist who was sitting behind a curtain, unable to see her; he then drew a picture based on her description of herself. Dove then asked a random guy to go into the room with the artist, and give his description of how the woman looked to him. The artist drew both portrayals of the exact same woman, yet she wasn’t the same in the pictures. The stranger’s perspective of her was brighter, happier, and beautiful. The image the artist drew based on the woman’s portrayal of herself was dull, dark, and sad looking. Real Beauty Sketches video received over 114 million views only a month after its release, and people have become so supportive towards the vision Dove is trying to create. How negatively portrayed this young lady was just shows that we are more beautiful than we think we are, and our negatives self-views can sometimes alter how we describe ourselves to one
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”.
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
When asked what beauty is, most women will point to a magazine cover at a size two model — a small waist, long legs, and flawless skin. Dove has attempted to change this perspective with their “Campaign for Real Beauty”. Launched in 2004, this campaign is comprised by a series of advertisements such as commercials, short-films, billboards, and many more. Dove appeals to women’s pathos in order to market to women of all ages. The company’s strong ethos allows women to feel comfortable and believe that they are truly beautiful. A majority of the campaign is aimed at young adults but also includes women fifty years and older. The creative directors Janet Kestin and Nancy Vonk strive to remind women that they are responsible for setting their own
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
Maureen, her nanny, whose face is riddled with defects, still inspires Coralie to think that, “she [is] beautiful, despite her scars” (10), despite the imperfections she, herself, posses. Then I realized: Isn’t this the true nature of life? Don’t we often look at ourselves, picking out the flaws that we think others will notice? I do this too often, never once thinking that, in reality, people often don’t notice these imperfections or look down on us for them. For instance, Dove had created a commercial that placed women in a position where they had to describe themselves in front of an artist. Accordingly, other women with whom they had met previously were asked to describe them. Of course, the outcome is completely different, yet many women can’t see that. Due to this blind nature, people often try to remove their faults, alike to Coralie, who “attempted to rid herself of the webbing with a sharp knife…” (19), which seems extreme, however many nowadays go through cosmetic procedures to ‘fix’ themselves too. This struggle of accepting ourselves is by no means new—it is an eternal static that doesn’t seem to
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.
Pozner, Jennifer L. “Dove's "Real Beauty" Backlash.” Bitch: Feminist Response to Pop Culture. Issue 30, Fall, 2005. http://www.wimnonline.org/articles/dovebacklash.htm 7.
The idea of the ‘perfect woman’ is one that has been a popular topic of discussion over the past decade. Unreal Celebrity Photoshop Transformations was a video revealed on YouTube and Buzzfeed on January 7th 2014. The purpose was to educate the public on the effects altered photos has on society. Within a matter of one week the video gained over a million views. The argument behind the viral text has many different aspects and angles to view it from. The video argues the damaging effects of altering photos through a logical lens by displaying examples of unnecessary transformations of celebrity photos, grasping an individual’s emotions to understand the psychological toll photos take on young adults in society.
Heiss, Sarah N. "Locating The Bodies Of Women And Disability In Definitions Of Beauty: An Analysis Of Dove's Campaign For Real Beauty." Disability Studies Quarterly 31.1 (2011): 8. Supplemental Index. Web. 8 Apr. 2014.
[This] phase of the campaign was created to debunk the stereotype that only thin is beautiful” (“The Dove® campaign for real beauty”, n.d.). This part of the campaign was monumental because “all women in the ad are real.” (Fielding et al., 2008). 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 of the Real Beauty
Surveys showed women in general lacked confidence in their appearance and would not describe themselves as beautiful or attractive. For example, Exhibit 4, "The Real Truth About Real Beauty: A Global Report” shows that 44% of women in the United States in 2004 “do not feel comfortable describing [themselves] as beautiful”. Marketing the idea that women in their natural forms are indeed beautiful and should be accepted by society was the premise of the whole campaign. This idea was a effective because it identified the consumer’s feeling and attitudes towards beauty and responded to it. Instead of having to market different products, Dove’s motion to challenge society’s views on what defines beauty was indeed a successful maneuver to bring millions of consumers to identify more closely with the brand. It also was a marketing campaign that had a very different message from other beauty products at the time, which made Dove stand
Based on the findings of a major global study, The Real Truth About Beauty: A Global Report, Dove® launched the Campaign for Real Beauty in 2004. The campaign started conversations around the globe about the need for a wider definition of beauty after the study proved their hypothesis that the definition of beauty had become restrictive and seemingly unattainable. The study found that only 2% of women around the world actually see themselves as “beautiful”. Since 2004, Dove® has utilized various communications channels to challenge beauty stereotypes and invite women to join a discussion about beauty. In 2010, Dove® evolved the campaign and launched an extraordinary effort to make beauty a source of confidence rather than anxiety, with the Dove® Movement for Self-Esteem.
Alexandra Scaturchio, in her article “Women in Media” (2008) describes the media’s idea of beauty as superficial. She supports her argument by placing two pictures side-by-side; a picture of a real, normal-looking woman and her picture after it has been severely digitally enhanced. Her purpose is to show young teenage girls that the models they envy for their looks are not real people, but computer designs. She also states, “the media truly distorts the truth and instills in women this false hope because…they will live their lives never truly attaining this ideal appearance”. Scaturchio wants her readers to realize the media’s distorting capabilities and feel beautiful about themselves, even with flaws.