The most recent ad to come out of the campaign is the “Dove Real Beauty Sketches” video. In the clip women are asked to describe what they look like to a forensic artist while he sketches them. A second sketch was done of the same women by having an acquaintance describe their features . Towards the end, the women are shown the two sketches side by side and in each case the self-described sketch was less attractive than the one where they were described by someone else. The video ended with “You are more beautiful then you think”. There are many things wrong with the video. First of all, the sample size does not match the population correctly. It mainly focuses on fairly young, white women who could be seen as traditionally attractive. In fact, out of the whole 6:36 minutes of the clip, people of colour were only shown for 10 seconds. Furthermore, the video only focuses on the beauty of the women. The ad actually promotes the importance of beauty. Instead of having the people judge each other on their exterior, they should be judging them on their personality. Having one sketch be portrayed as unattractive and the other as attractive was a bad ide...
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...’s first priority is making a profit, which is why their parent Company UniLever also owns AXE, who use degrading depictions of women in their ads. Their ads are successful because of the overbearing use of pathos.
Clinch, Nanette, Asbjorn Osland, and Aline Dorso. "Is Unilever Hypocritical?." Journal Of Critical Incidents (2011): Academic OneFile. Web. 6 Apr. 2014.
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.
Lachover, Einat, and Sigal Barak Brandes. "A Beautiful Campaign?." Feminist Media Studies 9.3 (2009): 301-316. Communication & Mass Media Complete. Web. 8 Apr. 2014.
Lehman, Carole, and Debbie DuFrene. Business Communication. Mason, Ohio: Cengage Learning, 2011. Print.
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