Prompt 4

The Dove “Real Beauty” campaign tries to rewrite the definition of beauty. Through mass communication, the definition of what is truly beautiful has become a lie. Most women view themselves as plain or ugly because they do not look like the models in the magazines. Dove tries to reinvent how people view true beauty by placing ads to question people.

The first ad, the picture of the older woman with the questions “Wrinkled” or “Wonderful,” tries to change the definition. Women of the “normal” definition are supposed to be young and vibrant. Usually women try to hide their age because it is not the “norm.” This woman defies these ideals because she seems to be happy about who she is. She makes others identify with her, and they feel better. This ad definitely hits on emotions to make people think and discuss what “real” beauty is, rather than what the media portray it as.

Another example of their campaign is their “Evolution” video. This video shows that true beauty does not actually exist. It takes a plain looking woman and shows her transition into a gorgeous model on a billboard. This is an excellent example to make people really think and step out of the standard definition. This should guide people to step out of the boundaries that society has set up and realize that “beauty” today is technology generated, not real.

Both of these ads help separate these women from the “normal” definition. They may not fit the stereotypes made in society, but they are happy to be who they are, and the picture represents that with their joyful expressions.

Overall, I think the campaign really makes people think, but I don’t think it will make any real changes. They are trying to sell products! Their whole philosophy is that every woman is beautiful and that they don’t need the products to be that. However, they contradict themselves by stating this, and then they try to persuade people to buy their beauty products. It does not seem to make since. They also cannot make change because they are just one company. The rest of the world still markets beauty as manipulated images. It is so set in society that I doubt it will ever change.