Cohan in writing this essay recognizes that women are being misrepresented and harmed by ads. He feels that this issue needs to be brought to advertisers attention, his main audience, and hopes for women’s representation in ads will be healed. To start off Cohan’s essay, he opens up on a positive note, as to ease the reader into the rather immoral issue of exploiting women in advertising. He firsts notes that there is “a good deal of good advertising” out there (Cohan 323). He provides the example of Lancome cosmetics, which unlike many other companies, is making a conscious effort to not heavily touch up their models.
POSITIVE ASPECTS Differentiating from competitors and creating an emotional attachment to the brand: Dove’s purpose of standing for a point of view aided in building an identity for the brand and differentiating it from key competitors (Deighton 2007). Personal care is a very saturated market with high competition. Dove has chosen a very different marketing technique in comparison to its competitors, which helps differentiate it from the likes of Nivea and Olay (Millard 2009). The Real Beauty campaign’s attempts to change the way society saw beauty made it unique as well as manifesting emotion in women. The Real Beauty Sketches that were the final touch to the campaign played on women’s insecurities and whilst risky it positively transferred this feeling of sentiment to the brand.
She felt she was misled, and she assumed “the presentation of her breasts and nipples, believing they would be more adequately covered come publication” (Young). It seems as if she attempted to ... ... middle of paper ... ...xurious hair, it is extensions. Even though Kim’s beauty isn’t natural, men fail to realize that; which is extremely harmful to the feminist movement. Kimberly Kardashian’s entrance into the entertainment industry set back the feminist movement a couple of decades according to some. Her actions have proven to have negative effects for society, but they had positive effects for her and the companies she has chosen to work for.
Defining Beauty.” The attempt is made with this advertisement to define beauty with images of starved and malnourished models which Estee Lauder claims to be the standard for beauty. Estee Lauder is presenting its view of beauty to the consumer as the defining truth. The issue with the advertisment is the acceptance by the consumer that the Estee Lauder definition of beauty is truthful and factual. The targeted audience for this advertisement is women of all ages. Beauty is something extremely important to women and is constantly being reinforced in the socie... ... middle of paper ... .... Of course these women are not "real" women, but far to often do women take drastic measures look like these fashion models; this eventually will lead to eating disorders or severe depression.
The reason why this advertisement was chosen is because of its irony. Victoria’s Secret is attempting to promote healthy bodies, and encouraging women to love the skin that they are in, which is contradicting to the image that is portrayed in the campaign. Advertisements intend to have very specific messages (Valenti, 2007). As individuals attempt to decode these messages, women get an idea of what the media believes beauty is, causing multimillion dollar industries due to lack of self esteem (Joey, 2003). Often times, magazines use images of youthful looking models to promote lingerie.
Advertisers are fierce to sell their products and work extremely hard to get the attention from the specific audience they try to target. To do this, advertisers need to create ideas that would interest their audience. If a product were to be sold to a woman, advertisers would have images or texts to show mainly femininity and also include freshness, erotica and purity. However, products advertisers sell to men portrays that they are powerful, muscular and in control of their environment. The advertisers successfully sell their products making both genders create a standard image or a fixed idea of how their appearance could be.
This campaign was introduced in 2010 to promote the new brassiere collection of the Victoria’s Secret lingerie line. Campaign marketers advocate that this campaign aims to encourage Western women, and boost their self-confidence and self-esteem. Nevertheless, most women do not perceive Love Your Body this way. Even though many argue the campaign has numerous positive effects, its outcome is not strictly positive. Instead of promoting body diversity and self-acceptance by including women with different body shapes, the campaign only promotes incredibly attractive women with bodies that seem impossi... ... middle of paper ... ...ommission and specifically the Bureau of Consumer Protection should take action regarding the portrayal of beauty by advertisers and beauty campaigns.
However, the product being sold has nothing to do with the women themselves. If the product the advertisement is trying to sell is not a beauty product then why is the main focus on the attractive women? The answer to this question is: body image sells. American society has an obsession with the "perfect image" and advertisers flaunt this in persuading people to buy their products, knowing the negative affect on their viewers. The definition of the "ideal body" has changed drastically throughout the years.
While this form of advertising may somewhat increases a product's market share, many people suffer from inner conflicts as a result of f... ... middle of paper ... ...l attention such as a therapist for the individuals to accept themselves for who they are. In conclusion, body image is not to be taken lightly. People should make up their minds that they will not be negatively influenced by the media. In doing this, the public can view the media for what it truly is, a means of conveying information or providing entertainment. Good common sense should tell a woman that the overly attractive person in an advertisement is a model and should be admired for her beauty, all women are not required to look like a model to be attractive.
The ad seems to support the idea that older women are naturally beautiful; however, they are attempting to sell a product that will enhance this beauty. This seems to be contradictory to the message the advertisement portrays. While Dove produces a product that is geared towards treating aging skin and hair, the commercial clearly portrays that aging women are beautiful without any enhancements. The final shot in the commercial is a link to their website where consumers can go to learn more about Dove’s pro-age product line. Perhaps Dove intends to reach out to the intellect of the mature female audience.