Ad Analysis Beauty Campaign

1501 words - 6 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 met. After socialization with the stranger, each woman was called into a space to where they began to describe their appearances to a forensic artist, sitting on the opposite side of a curtain. With each description, the artist drew their appearance exactly as they described, never laying eyes on the women. Once the artist was finished the original drawing, the stranger to whom the women had gotten to know previously, entered the room and described that woman from their perspective while the forensic artist sketched a second image. Once they were finished, the women re-entered the room and was able to see the two sketches, and the clear difference between they way they described themselves, and how the stranger had described their appearance became evident. Nearly every woman agreed they looked more beautiful when described by a stranger. From this, Dove talks about how important it is for women to realize their self-worth and true beauty, rather than focusing on our flaws. As the video ends the words “You are more beautiful than you think” are flashed across the screen.
As the women initially describe their appearance to the forensic artist John Carey, the director of the video, utilizes their facial features and quick...

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