Dove’s Campaign for Real Beauty has been one of the biggest ad campaigns of the decade. The campaign is one of modern marketing’s most talked about success stories because of its promotion of positive self-esteem and body image. By tapping into deep-seated emotions that many women feel about themselves and their appearance, Dove created a sense of trust with its consumers. Moreover, Dove has been able to position its products in the mind of the consumers through the differentiating approach of promoting positive self-image and self-esteem. When consumers go to the store to buy toiletries, they will remember the warm feelings they have associated with the brand.
http://payload163.cargocollective.com/1/7/247254/5568685/DoveOOH1_900.jpg
However, it is hard to believe that Dove is authentic in its message of positive body image when in fact, its parent company Unilever also owns Axe, a very sexily marketed men’s body spray. Dove’s campaign has tried to better society as a whole and bring awareness to women’s perceptions of themselves in terms of health and beauty. However, in the end, you simply can’t sell a beauty product without somehow playing on women’s insecurities. At the heart of it all, Dove still needs to make a profit by selling its products, and in reality women wouldn’t buy anything if they thought they looked perfect just the way they are.
Sources:
http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html
The two girls on the far right are litteraly the first time I’ve seen any woman with a body like mine. kinda sad when you think about it
I do not see a significant variation of bodies in this picture. The women look slender and normal to me. No one looks “big”.