In 2004 Dove began running its Campaign For Real Beauty. Dove wanted to bring attention to these ads that portray women as just sexual objects, starting with very young girls.
At Dove, we want to help free ourselves and the next generation from beauty stereotypes. It’s this message that’s at the Heart of our Campaign For Real Beauty and Self-Esteem Fund, and it’s why we continue to create thought provoking ads, confidence building programs, and messages that embrace all definitions of beauty.
In one of the Dove commercials, an elementary school girl is shown being exposed to all kinds of beauty, diet, and plastic surgery ads. The main message of the commercial is to “Talk to your daughter before the beauty industry does.” This is very reminiscent of the Above the Influence drug campaigns. Basically, Dove is showing that when young girls are exposed to these ads, they begin to think they are inferior in society. As they get older, they continue to try product after product, or diet after diet until it becomes an obsession, like a drug addict. Girls are being taught from a very early age that looks are everything. A Dove commercial called “The Evolution of Beauty” depicts how these ads take an average- looking woman and turn her into a billboard model. The process shown in the commercial is very shocking. Before the ad is placed on the billboard, the woman was made up, had her picture taken, and then her face was manipulated and changed through a computer program. Yet seeing this still does not change the minds of women.
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