One of my favourite commercials has to be the Dove Self Esteem commercial. It shows a regular, everyday women being transformed into a beautiful model through makeup, lighting, and photoshop. The commercial is trying to show that the models that we see in magazines and on ads are not realistic ideas of what we view as ideal bodies or looks. Dove is trying to debunk the idea that the stereotypical perfect body does not come in just one size and shape. Dove is trying to make women believe that they are beautiful, just the way they are.
Dove has launched a campaign of self esteem; they are going against what most soap, shampoo, body wash, etc companies are doing in promotion of their own products. Samantha Tennant posted a blog about Dove’s campaign for beauty. She discusses how Dove has promoted their products in a way that allows women to hopefully “unleash their inner self-esteem.”
One of Dove’s most recent ads depicts young women from around the world coming together to a summit in Canada, called “Girls G20 Summit”. This commercial shows the girls learning valuable skills in bring them to believe that they are beautiful. These are tools that they can bring back to their home country and share with other girls, in hopes to bring more self-esteem to girls around the world. This ad doesn’t promote any specific Dove products, but it does promote the values that Dove holds. This ad shows Dove’s consumers that Dove cares about the women around the world, and want to make a difference. Dove has been promoting this campaign for a few years now, and continue to use many channels to spread awareness. They use the internet, magazines, TV ads, and are under search engines. They even have a campaign where you can donate to the Campaign for Real Beauty fund.
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