Dove's Campaign for Real Beauty

Dove's Campaign for Real Beauty

Introduction

In November 2004, Dove conducted a global study aimed to assess how the beauty stereotypes influence self-esteem and well-being of women. The main feature of the campaign and is repeated continuously during the various stages advertising is to promote critical debate about the fees and stereotypes of beauty that certain social sectors (especially the brands of cosmetics and fashion textile) have created.



Physical attractiveness

Dove real Beauty campaign tried to get women to learn to care more and better, like and feel more beautiful regardless of age, body size or skin color. The beauty for women is directly related to the "physical attractiveness" and that this definition of beauty is transmitted through the mass media. Then, as Dove is a brand with the resources to disseminate images of female beauty that reach millions of women around the world, took real commitment to communicate messages about female beauty, with the intention of extending the stereotype of beauty today.

Objectives of Dove Real Beauty Campaign

An objective of Dove Real Beauty Campaign is to help the campaign created the Dove Self-Esteem through which they seek to achieve the objectives set by the campaign. This campaign is a great example of marketing that works with contemporary culture, not against it. The Dove Self-Esteem Foundation promotes dialogue for women to express themselves on the concept of beauty through a discussion forum. They performed research and workshops to enhance self-esteem in adolescents. With all this meant to the younger generation feel free to look complex without a corresponding physical beauty stereotypes prevalent in our society. Visual identity and context

Dove's mission

Dove's mission was to expand the definition of beauty. The Campaign for Real Beauty is based on the belief that beauty comes in different shapes, sizes, ages, and that true beauty can be truly impressive.

Dove was ready to capture the full strength of a trend that has already been announced and that many brands have been ignored, the women wanted a change in the ideal of beauty. These ideas had come and gone, but now it seemed that they took more strength to try to change the concept of beauty.

Unilever wanted to become the agent of change and decided to take the big step and embark on the project since then; this new trend gained an outstanding partner.

The potential influence of an advertising campaign designed to change the way women think about beauty in themselves and in others, although, with the recency of the campaign, very little has been done empirically to test its overall effectiveness. A very important is perceived 'realness' of models in advertisements. Even though women and consideration in this study and future studies is the young girls may acknowledge that the photographs of models in advertisements have been enhanced or retouched, they still seem to be inclined to believe this unrealistic standard is still ideal for them. With women and young girls choosing to read a good number of fashion, fitness and entertainment magazines, often containing these types ...