WRH 315: Propaganda and You

Final Project: Dove Campaign for Real Beauty

Posted on: April 23, 2010

For my final project, I will be focusing on Dove’s Campaign for Real Beauty. I find this ad campaign interesting because it has a certain duality to it. They’re trying to raise self-esteem in women, but at the same time they’re trying to sell beauty products. Granted, their use of “real” women of all ages, body types, and ethnicities is revolutionary, and the profits from these products actually do fund self-esteem workshops for young girls in organizations like Girl Scouts of America or the Boys and Girls Club. When considering the four strategems of influence and other methods of propaganda used in advertising, Dove relies on debunking standard conventions used in beauty product advertising by using “real” models in ads (rather than the standard young, white, fair-featured models), providing educational tools and research on their website to support their credibility, and essentially placing their products as a solution to unrealistic beauty standards in the media (i.e.-they say their products boost self-esteem, profits from these products fund self-esteem workshops for girls, etc.). The link at the end of this post includes research, statistics, and other information that I’ll be incorporating into my final project. I’m also going to provide some multimedia on the blog that I’ll reference in my paper.

http://www.dove.us/#/cfrb/

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