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{DOVE Campaign for real beauty}

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Presentation on theme: "{DOVE Campaign for real beauty}"— Presentation transcript:

1 {DOVE Campaign for real beauty}
Photo Manipulation & Body Image in the Media : an Evaluation of Dove’s efforts to change the perception of beauty. (Shown to a company comparable to Dove to try to convince them to take part in helping to change the world’s perception of beauty. Showing statistics to better get the point across and to show how successful Dove’s campaign has become.) {DOVE Campaign for real beauty} Another Student

2 Dove Campaign for Real Beauty
Started in September 2004 Short film “Evolution” in 2006 Started the Dove Self- Esteem Fund to inspire and educate girls about the definition of beauty Dove, a company famous for their body care products, has started a new operation called “The Dove Campaign for Real Beauty”. This campaign celebrates the natural beauty of women through advertisements, workshops, videos, and even a book. Women are inspired to gain confidence and learn to love themselves for who they are. An ad was launched in 2004 featuring real women and viewers who were asked to judge the women and cast their votes on the website. In 2006, the short film “Evolution” was aired.

This commercial features an average-looking woman who goes into a makeup studio and with the help of makeup, hair, studio lighting and a little Photoshop, is transformed into a billboard model. After the billboard is shown, the ad displays a blank screen with the words “No wonder our perception of beauty is distorted”.

4 “Photoshopping and manipulating photos has become such a regular occurrence that we often see many distorted images on a daily basis without questioning them. … Issues that have risen with the increased use of Photoshop are seen to occur mostly in journalism and advertisement[s] and have placed an immense amount of pressure on young females to achieve the look of the technologically altered ideal … women.” Quote found in an article discussing how photoshop has impacted society and the perception of the ideal body.

5 RESEARCH The ‘Real Truth about Beauty’ Study…
Only 2% of the women described themselves as “beautiful” About 3/4 of them rated their beauty as "average” 90% of all women worldwide want to change at least one aspect of their physical appearance 91% feel the media and advertising need to do a better job of representing realistic images of women over 50. Between February 27, 2004 and March 26, 2004, the study collected data from 3,200 women, aged 18 to 64. Interviews were conducted across ten countries: the U.S., Canada, Great Britain, Italy, France, Portugal, Netherlands, Brazil, Argentina and Japan. These are just some of the results…

6 Chart showing how women describe their looks.

7 6 out of 10 girls stop doing things they love because they feel bad about how they look.
Dove made another commercial showing the statistics that 6 out of 10 girls will quit doing something they love because they feel bad about the way they look. The commercial gives examples like these.. At the end Dove says that buying their products will help to provide self-esteem programs. Will quit gymnastics. Will stop swimming lessons. Will drop out of ballet.

8 Responses to the Campaign
Evaluation: Women began to realize that inner beauty is more important than what’s on the outside. If you are confident and love your body it shows through and you become a beautiful person. Great response to pictures taken for the campaign. Positive reaction to taking this campaign to younger girls as well. Women were asked and interviewed about what they thought about the campaign. Most responded by saying that they loved the pictures taken of the ‘real’ women. They looked confident and happy about the way they looked. Part of the money that Dove makes from their products goes directly to this campaign, and so far, they’ve been able to reach over 7 million girls. They have a goal that by 2015, they will be able to change the way that over 15 million women view themselves.

9 Testimonials "It is our belief that beauty comes in different shapes, sizes and ages…Our mission is to make more women feel beautiful every day by broadening the definition of beauty. -Philippe Harousseau, Dove's marketing director on the "Campaign for Real Beauty “It’s a revolution. I know that is a strong phrase but to see women like that, it’s like a breath of fresh air. Thank you Dove.” – Research group participant “I think the Dove campaign has made such an impact because it focuses on real women. It doesn’t focus on how you look as much as how you feel about yourself and who you are.” –Research participant from Columbia College Chicago “I definitely think the campaign has been successful. It focuses on how people are naturally. It’s universal because everyone is unique in their own way. Everyone is different and its about being confident.” –Research participant These are some of the responses and testimonials from Dove and from research group participants. This campaign can help to change how women feel about themselves and can make them realize they are beautiful. This is a very successful campaign and company, and by following their examples, you too can aid in the efforts to change the world’s perception of beauty.

10 SOURCES Brodbeck, Melinda; Erin Evans. “Dove Campaign for Real Beauty Case Study.” Public Relations Problems and Cases. N.p. 5 March Web. 5 March "The Dove Campaign for Real Beauty." The Dove Campaign for Real Beauty. N.p., n.d. Web. 5 March CulturePub. “Dove-Evolution Commercial” Online video clip. YouTube. YouTube, 15 Oct Web. 5 March "Photo Manipulation = False Advertising? The TECHLife Post." Photo Manipulation = False Advertising? | The TECHLife Post. N.p., n.d. Web. 5 March "Dove Self-Esteem Programme - 'Growing Up' TV Advert." YouTube. YouTube, 26 March Web. 6 March 2013.

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