1. Dove Real Beauty Case Study By Samantha Emerine

2. Facts Was called the campaign for real beauty Features real women with real beauty Questioned what real beauty is Involved ads and public service announcements.

3. Real Beauty Ad http://www.youtube.com/watch?v=iYhCn0jf46U&feature=related

4. Ethical Issue Is it ethical for a company to use a customers insecurities to sell a product?

5. Principles Real beauty The Medias portrayal of beauty Public Awareness Consumerism Credibility

6. Competing Principles Real vs. Media Beauty Does the concept of real beauty or the medias portrayal of beauty resonates with women more? Awareness vs. Consumerism Is it more important to promote a health sense of beauty in women or to sell a product?

7. External Factors Societies concept of beauty High number of eating disorders in women Low self-esteem in women A company needs to make money. Criticism of advertising

8. Duties to Various Parties Individual conscience Do you feel the campaign is helpful or harmful towomen? Financial Supporters Are other companies going to pull their advertisingbecause they dislike Doves ads? Objects of moral judgment The women who are buying Dove Professional colleagues Will these ads reflect badly on other cosmeticscompanies and advertising as a whole? The institution Do these ads help or hurt Dove as a company? Society In the long run are these ads good for societies idea ofbeauty?

9. Ethical Theories Deontological As a company do you have a duty to your bottom line or As a company your duty is to the betterment of society. Teleological Utilitarian: The greatest good would be to continue the campaign for real beauty. or The greatest good would be to stop the campaign for real beauty because it exploits women's insecurities in order to sell a product.

10. Aristotles Golden Mean The middle way would be for Dove to continue to make informative public awareness ads but refrain from using their real beauty campaign to sell cosmetic products.

11. Decision My decision would be to keep running the dove ads because of the utilitarian reason that the greatest good would be served by continuing the ads.