Dove Campaign For Real Beauty Analysis

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Due to the research commissioned for their "Campaign for Real Beauty," Dove knows that women have grown tired of seeing unrealistic images of women in every advertisement. By going against the norm and trying to create a change in society through the use of average women in their advertisements, Dove is building up the character of their company. Women appreciate Dove's willingness to disregard what the media views as beautiful and see their unique statement about beauty as refreshing in a society where the definition of beauty is so constricted. This leads women to believe that Dove is a morally strong company that cares about society and not just making a profit. They believe that Dove can be trusted to provide quality products specifically for average women like them. By establishing their ethos through the use of everyday women in their ads, Dove is able to convince their audience that they can be trusted, and this increases the likelihood that their audience will buy their …show more content…
This advertisement achieves this through the use of an image of everyday women having a great time in each other's company. This image of average women also helps establish Dove's ethos because it shows that the company wants to break the norm of using models without imperfections and correct the false, superficial ideas that society has surrounding beauty. The text of the ad further extends the use of pathos and adds the use of logos by once again emphasizing the idea that real women are beautiful and showing Dove's clever ability to attract their audience's attention. By combining these textual elements with the visual ones, Dove's advertisement for firming lotion displays strong pathos, ethos, and logos in an attempt to win over their audience and ultimately sell their

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