Ad Analysis- Beauty Campaign

1282 Words6 Pages
As you look in the mirror what do you see? Do you focus on your natural beauty or your flaws? Nearly everyone in today’s society can think of at least one feature they wish to change about themselves, whether it is their face structure, losing weight, or even changing the colour of their hair. This is because every day the world is covered with advertisements on television, magazines or billboards featuring flawless men, women and children. From this, society is expected to adhere to this unrealistic standard of beauty- to be tall, thin, and young, with long hair, ideally blonde, a flawless complexion and symmetrical facial features. In 2002, Unilever, the major corporation behind Dove, recognized the unrealistic standards set by society and retaliated by launching the Dove “Real Beauty Campaign,” one of many social missions planted by the company. The prominent message throughout the campaign is for women to see beauty in their imperfections, to celebrate the natural beauty and variation women embodied and inspire people to gain confidence and be comfortable in their own skin (Dove). The campaign raised ultimately both the self-esteem of women world wide, as well as Dove’s revenue (Dove). Although the campaign sends an important message, that triumph is negated by the underlying hypocrisy of the entire video and corporation. This video is accessible at http://www.youtube.com/watch?v=litXW91UauE. The commercial is essentially a social experiment. Participants, who were unaware of the experiment, arrived at an unfamiliar building where they were told to get to know a stranger. Amongst faint melancholy music in the background, the women describe their appearances and express how they wish they looked to people whom they had never m... ... middle of paper ... ...their message and following their beliefs of “true beauty”. Without further research or a deeper analysis, the advertisement truly does make girls appreciate their beauty over their flaws (this advertisement even opened my eyes after the first time I watched it). After acknowledging the major hypocrisy, and the sales increase of 20% in 2005, the year after the campaign was launched, the true winner here is Dove, rather than women (Joni). Works Cited Carey, John X. “Dove Real Beauty Sketches.” Youtube. Youtube, LLC, 12, April 2013. Web. 14, February 2014. http://www.youtube.com/watch?v=litXW91UauE Dove. 2009. Unilever. 21 Feb 2009. http://www.Dove.com Joni, S. 2011. Beware the Hidden Traps in Marketing. In Forbes. Retrieved Monday, February 24th, 2014 from http://www.forbes.com/sites/forbesleadershipforum/2011/10/20/beware-the-hidden-traps-in-cause-marketing/
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