Analysis Of Dove's Campaign For Real Beauty

Good Essays
Dove is a personal care brand that women and men all over the world have heard of. Starting in 2004, Dove began associating itself with the idea of “real beauty”, encouraging women to feel confident in the skin that they are in. Women have been touched by Dove’s campaign, others have been enraged. Dove’s Campaign for Real Beauty has evolved over the years, beginning with billboards and now utilizing videos and social media mediums to connect with and empower women.
The Dove company has been promising to make women beautiful since 1995. In 2004, they changed their approach; encouraging women to embrace their natural beauty and show them that other women also lack self-confidence. The popularity of the idolism of celebrities and the beginnings
…show more content…
Growing up, YouTube videos have been present in almost all young American lives. YouTube videos can make you think, laugh, cry, give information, and even inspire you. Since the launch of their Campaign for Real Beauty, Dove has utilized pathos to emotionally impact women and help them to realize their own beauty. Perhaps the most impactful element of the Campaign for Real Beauty are the short films released by Dove. Dove has released numerous videos aiming to boost the confidence of women and show them that beauty is within us all and that the way we see ourselves is not how others view us, reaching millions of viewers. Dove has also tackled the subject of photoshop, creating a video showing the photoshop of a woman into a virtually unrecognizable version of herself. Dove has taken notice of the unreasonable standards women have been put up against for decades. As Dove states on its website, “we're so bombarded by unattainable standards of beauty – in magazines, TV, advertisements, on social media – that we undervalue the true beauty in ourselves” (Dove). Dove is working to boost the self-esteem of women and show them that they are not alone in feeling unappreciated. The many short films released by Dove engage women emotionally, presenting to them real women whom they can relate to. Dove’s YouTube channel is full of Real Beauty campaign videos and advertisement videos for …show more content…
Consequently, Dove is under the assumption that most women do not think of themselves as attractive. Dove writes of a video included in its campaign, “We want the film to continue to inspire every single one of the 80% of women who feel anxious about how they look to reconsider their view of their own beauty” (Dove). Dove utilizes logos through statistics to convince women that they are not alone in their lack of confidence in their looks. Dove targets the women that do not have the confidence to call themselves beautiful and is attempting to show them that they are in fact beautiful despite their flaws. Dove repeatedly utilizes logos through statistical information to validate their cause and convince women that others feel the same. Another example of Dove’s use of logos, “the percentage of women who would describe themselves as beautiful is just 4% globally” (Dove). Though Dove is citing a statistic, the source of the statistic is not revealed, jeopardizing the credibility of the information. However, as a woman, it is difficult to deny the credibility of Dove’s statistics and

Related Documents

  • Decent Essays

    Campaign For Real Beauty

    • 960 Words
    • 4 Pages

    The video was provoking and appealed to the emotions of the audiences. These people were, yet again, not as pretty or commercial as many models, but they still exhibited a form of beauty. PR Newswire offers: “It inspires the women, and viewers alike, to reassess how they see themselves. Dove believes that when women look and feel their best, they feel happier” (“Dove Real Beauty Sketches”). The video certainly makes people think about how they view themselves and encourages audiences to find their inner and outer beauty.…

    • 960 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    The campaign also aims to motivate young women and girls to be confident after they hit puberty when their confidence typically drops. They achieve their goal by appealing to emotions and logic of their audience and even those outside who see the issue that has arisen from the common phrase of “like a girl. They accomplish their goal through the use of branding, challenging text statements, startling statistics and research findings on young women’s confidence, and critiquing the common place of the phrase “like a girl.” This has resulted in a movement to empower girls and women around the…

    • 2000 Words
    • 8 Pages
    Decent Essays
  • Decent Essays

    Dove received a great response from their audience, gender scholars and the media. Throughout the campaign, they partnered with organizations like Girl Scouts and got involved in many self-esteem building programs for women. Real Beauty Campaign is an example of feminist consumerism. This theory believes that a company uses feminist ideas and themes in its marketing in order to sell products to women, presenting the power of buying as a tool of empowerment - identity and social change builder (Johnston & Taylor, 2008). However, many feminist scholars have criticized this…

    • 1580 Words
    • 7 Pages
    Decent Essays
  • Decent Essays

    Their company uses highly realistic-looking individuals to pose for their ads and their messages are those that almost anyone can get behind. Always is a brand that is overseen by numerous women. Fama Francisco is the vice president of Global Always and helped create the #LikeAGirl ad campaign (Berman 2). She got the idea for the project when she learned that girl’s self-confidence drops significantly when they hit puberty. Francisco wanted to change those statistics and create a way to promote young girl’s self-esteem.…

    • 2165 Words
    • 9 Pages
    Decent Essays
  • Decent Essays

    Merely changing a variable of campaigning has an impact on women which leads them to trust and view Dove as an honorable and ethical company that is concerned about its customers’ well-being, and not just their money. It focuses on the general body type of women by using average women to diminish insecurities of their viewers. In doing so, its advertisement sends a positive message to all women that they do not have to possess an impeccable body and that each physical feature they have is beautiful. Each woman is shown posing comfortably with a bright and confident smile across their face, which is supposed to instill the reader with the same qualities. By posing in undergarments, the advertisement underlines the self-assurance of the models which is intended to encourage the viewers to think similarly.…

    • 1318 Words
    • 6 Pages
    Decent Essays
  • Decent Essays

    Girls are unstoppable, but not all girls are aware of that. From the commercial #likeagirl - Unstoppable, Always, states that a “girl 's confidence plummets” during puberty. This will make her “more likely to accept limitations” imposed on her by society. Their theory is girl’s begin to think they can’t do all the activities they want to do; they begin to quit doing the activities they love. But Always, a well-known feminine hygiene company, has begun to make commercials directed towards young women that shows them they can do anything.…

    • 1011 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Newson’s Argument Claim: In the film, “Miss Representation,” film producer, Jennifer Siebel Newson claims that women in today society are being miss represented by social media because women are expected to live up to social media expectation such as women need to be beautiful, sexy, and skinny in order to be successful. Reasoning: Social media portray women to be beautiful, sexy, and thin frame which often seen on T.V over and over. This is what social media intend for women to see and encourage to look like. Because of social media, women feel the need to be beautiful, sexy, and skinny in order to be accepting, to be successful, and to be fulfilled. As a results, young girls and women developed body image dysmorphic in effort to become…

    • 1407 Words
    • 6 Pages
    Decent Essays
  • Decent Essays

    Introduction Strong is the New Skinny There’s this supposition in society that every woman wants and needs to be beautiful in order to be successful in life. In addition to society, there is an abundance of multi-billion dollar companies devoted to selling women products designed to “fix” them into look a certain way. These companies come into our lives with advertisements directed towards fashion, celebrity gossip, and now, makeup. I got excited when I saw MAC’s makeup advertisement entitled “Strength.” The image is not a glamourous, airbrushed celebrity. Rather, it’s a powerful shot of a body builder.…

    • 951 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    As society grows and women are seen more provocative, the more and more real women will feel inferior and self conscious in their own skin. We as women are trained to hate ourselves, whether it be in social media platforms, commercials, television, or any other form in society. We are taught from the moment we can speak and walk that what we say and do in this world is not good enough in less we look “the part.” There is no teaching in our society about women being mentally strong, being educated, being talented in other fields outside of looks. Women are taught how to use their looks as an advantage, beauty commercials teach women that we are suppose to use our looks for an advantage. These models, dances, singers, and actresses they are not real but we are brainwashed into thinking that they are.…

    • 1572 Words
    • 7 Pages
    Decent Essays
  • Decent Essays

    28 Feb. 2016. This article talks about a lot more than just Always #LikeAGirl campaign. It doesn’t compare the different campaigns parse but talks about how it really represents girls as so fragile and that if we really were like that we wouldn’t make it out the door. This author talks about how Always #LikeAGirl campaign is her favorite, they said “it doesn 't simply state its case, it makes it.” He likes the fact that “like a girl” is clearly an insult, unlike other companies’ words or phrases. He also thinks that its awesome that the video has two groups, pre-adolescent girls, and the rest of the population.…

    • 1562 Words
    • 6 Pages
    Decent Essays