May 6, 2018
advertising
Dove Campaign
I am a double degree student majoring in Marketing and Communications with a minor in Math at St. Mary’s University in San Antonio, TX. My passion lies in spreading honest, effective messages, serving those in need, and advocating for social justice. I enjoy reading, baking, and spending free time with my family!
Author Portfolio PageAnnissa Noblejas
Beauty ads have long since promoted their products by making women feel poorly about themselves in order to make sales. The concept that no one is good enough without buying something was a marketing norm until Dove decided to shake up the industry. Using common women, not models or airbrush editing, to show that beauty is not one size fits all. This campaign was massively successful.
04/09/2018
11:28 am
Madison Downing
This article was very interesting especially how you focused on the growth of Dove’s beauty campaign. I loved that a multi-billion dollar company felt that they could use their voice to make a change in an industry who basically made money on people believing they were ugly and had to cover up their skin with make-up. Then Joah Santos who created the marketing format for P. O. V. is incredible because it also showed people from different companies coming together to make a change. It’s so sad to hear that only 2 percent of the woman surveyed believed they were beautiful and 9 percent thought they were just attractive like no that can’t be it! I just can’t even believe it, everyone should think they are beautiful if their heart is, skin can only get you so far.
05/09/2018
11:28 am
Greyson Addicott
Beauty is a very strange topic to review due to its innate tendency to relapse into science fiction. Indeed, while we all know that “beauty is in the eye of the beholder,” we also have to remember that the constitution of man generally defines certain attributes as “healthy” and “unhealthy.” For example, red lipstick is attractive to both sexes because we naturally perceive red lips as a symbol of great health. There are a great amount of these types of rules, and, if Dove were to play on these natural inclinations, rather than throwing together an assortment of people, they would certainly make just as much money as they do today, if not more! I am sure, however, that this ad campaign is not altogether wasted. After all, it does do something crucial: it works to convince people looking to improve themselves that they do not need to do such a thing. Why work out, why even put on makeup, for instance, if “real beauty” is just an undefined, unfinished idea?
05/09/2018
11:28 am
Honoka Sasahara
I remember that I found the advertisement which is at the bottom of this article when I was reading a magazine before, and was moved so much. Although we tend to decide beauty of women following a certain standard, this trend is coming to be out of date probably thanks to such campaign. I really respect the company, Dove because beauty should not be determined, and women should have more confidence in their own beauty.
08/09/2018
11:28 am
Richard Morales
Dove’s campaign for real beauty is one of the most brilliant modern marketing campaigns. It promotes something that is completely positive and is highly successful. It’s was very influential, inspiring other beauty companies to change their advertising tactics. It is interesting how much of an effect advertising has on societal standards and how we view ourselves. I was surprised to learn how few women classified themselves as beautiful.
08/09/2018
11:28 am
Alyssa Garza
I love how Dove used different females from race, size, and height in their campaign. Every woman is different and unique in their own ways instead of using models that all look the same. Before this campaign all you saw in different ads and commercials were females that all looked alike and all very thin that every female at one point in time started judging themselves based on the model they see on TV wanting to be as thin as her or as beautiful as her. This campaign changed the game by saying all female regardless of race, size, or height are all beautiful in their own ways and they should embrace it.
09/09/2018
11:28 am
Cynthia Rodriguez
I really enjoyed reading this article, especially because it discusses the beauty industry which is something that consumes my social media feed. I liked that you chose to talk about Dove’s real beauty campaign and how it changed the way people perceive beauty. They went from using the typical tall, thin woman with nice hair and white smile for their advertisements to using all different kinds of women. One thing that I found interesting is what Dove’s research found: only 2% of women they surveyed defined themselves as beautiful. I think it is sad that most women think so little of themselves. I understand how these women feel though. It is hard not to compare yourself to the pretty models used in the beauty industry, but I am glad Dove has decided to take their ad campaigns in a different direction. They want to make all women feel beautiful and empowered through their emphasis on feminism. This article was nicely written and very informative. Great job!
10/09/2018
11:28 am
Devin Ramos
I really liked this article because it showed that a company rather have real women model for their products than actual models who may be skinnier than most people using their products. I also like the marketing side and advertising and business work that was used to create this new line of ads. This really seems like a good thing to me especially when we live in a age where the way someone looks is so important to one self and how they portray themselves.
13/09/2018
11:28 am
Montserrat Moreno Ramirez
I think Dove has a great marketing strategy since they decided not to focus on the “perfect women”, on the typical stereotype of women, but real people form different races, age, color and culture. They (Dove) really went beyond, they took a big leap and hoped that this new campaign would have the right impact and I’m glad it did because it was new, it was true and they reflected all women are beautiful and unique.
14/09/2018
11:28 am
Lynsey Mott
It’s so interesting to watch these Dove commercials on TV and see how beauty has changed, and to know the origin behind it? It’s amazing. I think what is also amazing is that two men are behind this campaign. They don’t put on commercials how every other commercials do, like how women are supposed to be skinny, but Dove is different. Doves commercials show the beauty in everyone, and that is truly incredible and inspiring.
02/09/2018
11:28 am