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csusb.blackboard.com Home MyCoyote 0 (Spring 2018 Section 01 accepted in form of email or hard copy. Case Study IS BEAUTY MORE THAN SKIN DEEP? They are thin, possess flawless skin, and have beautiful hair. They are the models and celebrities we see in television, print, and billboard ads that tout the latest shampoos, anti-aging creams, and skin cleansers. The message is clear. Buy our product and you too can look like this. Beginning in 2004, Dove, a division of Unilever, started to send out a radically different message when the brand launched its billboards that showed unretouched photographs of "normal women of various sizes in just their underwear Campaign for Real Beauty. The first step in Dove's campaign, a tactic to support its skin-firming cream, introduced the nation to Dove sent the message that women do not need to conform to the standards of beauty the fashion industry determines. Every woman, regardless of her age or body size, is beautful. The campaign continued to build strongly over the next couple of years, and gained more steam with the viral release of the video "Evolution. The ad featured an average-looking woman who enters a tim studio. The video then speeds through a series of hair, makeup, and shocking computer-enhancement techniques. In 60 seconds she emerges as a gorgeous model on a bilboard. Immediately after the final shot of the billboard, the video blacks out to powerful ad, which shows the intensity of personal care, diet, and exercise advertising as viewed through the eyes of a young girl campaign, "Dove Real Beauty Sketches," shows us how critical some women can be in evaluating and describing their looks. t the statement, No wonder our perception of beauty is distorted." This viral video was followed with "Onslaught,"an equally The ad ends with another powerful message, "Talk to your daughter before the beauty industry does. The latest ad in the was inspired by research conducted by Dove that found only 4 percent of women around the world consider themselves beautiful An important part of the Campaign for Real Beauty is the Dove Self -Esteem Fund. With young girls reporting alarmingly low levels with the Girl Scouts, the Boys and Girls Clubs of America, and giris.inc to educate girs on the importance of self-estoem of sell-worth, this arm of the campaign works to provide confidence-building tools and workshops for young girls. Dove partners Dove reaped a lot of public relations benefits from the campaign, but it is not without its critics. Some charge that Unilever, which owns Dove, is as guilty as the rest of the industry in promoting false ideals of beauty. Ads for the company's Axe brand often are cited as flagrant examples of messages that objectify women. In addition, the anti-aging and firming creams Unilever sells thrive on women's insecurities about their looks. If she is supposed to be satisfied with her natural beauty, then why does a woman these products? In addition, there was controversy concening the airbrush techniques Dove used to photograph these "normar women. An article in the New Yorkercited a prominent photo editor who claimed that he had done a large amount of retouching need did not digitally alter the and mentioned what a challenge it was to make the women look attractve. Unilever's response was tat agency Ogilvy& Mather, especially since the "Evolution campaign orticizes retouching tricks. Finally, there is the question photos but retouched them only to correct color and remove dust. Stil, this was a damaging accusation against Dove and its ad of whether such an emotionally charged campaign actually boosts sales. It certainly helps to break 5 6 8 9 0 csusb.blackboard.com Home MyCoyote 0 (Spring 2018 Section 01 accepted in form of email or hard copy. Case Study IS BEAUTY MORE THAN SKIN DEEP? They are thin, possess flawless skin, and have beautiful hair. They are the models and celebrities we see in television, print, and billboard ads that tout the latest shampoos, anti-aging creams, and skin cleansers. The message is clear. Buy our product and you too can look like this. Beginning in 2004, Dove, a division of Unilever, started to send out a radically different message when the brand launched its billboards that showed unretouched photographs of "normal women of various sizes in just their underwear Campaign for Real Beauty. The first step in Dove's campaign, a tactic to support its skin-firming cream, introduced the nation to Dove sent the message that women do not need to conform to the standards of beauty the fashion industry determines. Every woman, regardless of her age or body size, is beautful. The campaign continued to build strongly over the next couple of years, and gained more steam with the viral release of the video "Evolution. The ad featured an average-looking woman who enters a tim studio. The video then speeds through a series of hair, makeup, and shocking computer-enhancement techniques. In 60 seconds she emerges as a gorgeous model on a bilboard. Immediately after the final shot of the billboard, the video blacks out to powerful ad, which shows the intensity of personal care, diet, and exercise advertising as viewed through the eyes of a young girl campaign, "Dove Real Beauty Sketches," shows us how critical some women can be in evaluating and describing their looks. t the statement, No wonder our perception of beauty is distorted." This viral video was followed with "Onslaught,"an equally The ad ends with another powerful message, "Talk to your daughter before the beauty industry does. The latest ad in the was inspired by research conducted by Dove that found only 4 percent of women around the world consider themselves beautiful An important part of the Campaign for Real Beauty is the Dove Self -Esteem Fund. With young girls reporting alarmingly low levels with the Girl Scouts, the Boys and Girls Clubs of America, and giris.inc to educate girs on the importance of self-estoem of sell-worth, this arm of the campaign works to provide confidence-building tools and workshops for young girls. Dove partners Dove reaped a lot of public relations benefits from the campaign, but it is not without its critics. Some charge that Unilever, which owns Dove, is as guilty as the rest of the industry in promoting false ideals of beauty. Ads for the company's Axe brand often are cited as flagrant examples of messages that objectify women. In addition, the anti-aging and firming creams Unilever sells thrive on women's insecurities about their looks. If she is supposed to be satisfied with her natural beauty, then why does a woman these products? In addition, there was controversy concening the airbrush techniques Dove used to photograph these "normar women. An article in the New Yorkercited a prominent photo editor who claimed that he had done a large amount of retouching need did not digitally alter the and mentioned what a challenge it was to make the women look attractve. Unilever's response was tat agency Ogilvy& Mather, especially since the "Evolution campaign orticizes retouching tricks. Finally, there is the question photos but retouched them only to correct color and remove dust. Stil, this was a damaging accusation against Dove and its ad of whether such an emotionally charged campaign actually boosts sales. It certainly helps to break 5 6 8 9 0

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