Real Beauty

I’m sure everyone has heard of the Dove Real Beauty Campaign.
While searching for more information on Doves campaign I came upon a blog that contained an article called “Dove Campaign for Real beauty Case Study,” by Melinda Brodbeck and Erin Evans, it states that the company conceived a plan during a time when sales were declining. Dove came up with a campaign that would focus more one women of different ages and sizes, and less on the product itself.

In an industry where advertisements for beauty are filled with a typical type of model. Usually thin and flawless with great hair and such, Dove has taken the risk to step outside of the box and take the next step and use real women, that have no modeling experience once so ever, of all ages and sizes to represent themselves and show that they are not those overly photoshopped models that we see advertised like one in the video below.

In the blog by Brodbeck and Evans it quotes from the Campaign for Real Beauty, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.”

Controversy has risen though because of the campaign, by using real women and not the typical petit model, the company has gotten some harsh feedback over their ads. In a forum a user posted a discussion called “Controversy Surrounds Dove’s “Real Women” Ads,” which focuses on a web article called “Summer of Dove” written by Susanna Schrobsdorff of Newsweek. The article states that the Dove marketing director Kathy O’Brien said that the company wanted the ads to “change the way society views beauty” and to “provoke discussion and debate,” which it has. A reporter by the name Lucio Guerro of the Chicago Sun-Times wrote that he was offended by the site of the ad on his way to work he wrote on July 19: “Really, the only time I want to see a thigh that big is in a bucket with bread crumbs on it.”

Despite Guerro’s discrimination against these real models, I believe that these woman have a lot of confidence in their bodies to show them off in front of the world.

  1. I think it’s ridiculous that Dove attempts to use real women for a “Real Women” Campaign and they get harassed for putting out what the campaign is about. I think its a great idea what Dove is trying to do with typical woman. When you use models, they put out this sort of expectation for ordinary women. Advertisements displaying this skinny “gorgeous” looking women just puts ideas into non model women’s heads that they need to look like that.

  2. Your blog includes critical research and other’s opinions but I think you should talk a little more about your opinion on the Dove Campaign. You could mention your opinion on what real beauty is and whether you would prefer seeing a tall, skinny model or a regular, curvy woman.

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