Monthly Archives: February 2014

Jason Martin Dove Beauty Ad

This commercial tries to emphasize that women tend to view themselves more belittling and degrading than they actually are. The ad focuses particularly for women audiences whether they’re young or old, as this was based upon beauty and men aren’t necessarily the kind of people to care much for beauty. In the video, it has a FBI sketch artist who is not looking at his participants when sketching the women based upon their own self description. Then the cycle continues as the next woman enters the empty room.  Then after the FBI artist is done sketching the women based upon their own description, he now asks different people to describe the women drawn previously by their own description and not using the self description of the women’s. The picture drawn from the self description was drawn much uglier, sadder, and even depressing while the pictures drawn from other people’s description came out more brighter, happier, and beautiful. Many of the women who views the picture began to shed tears as they see the difference while the message that was acknowledged that they view themselves terribly.

In my own personal opinion, I really cannot take a side on this matter. Granted I feel the ad was quite biased in its selection of women as none of them were ugly to begin with and as the critics mentioned, diversity did not make much of an appearance. However, I still somewhat agree to the ad’s claim about women’s self esteem about themselves because through experience I’ve met more women who were insecure about themselves compared to see themselves as beautiful. For example, it’s unimaginable how many times I’ve encountered, ” I’m fat or I wish I was prettier” statements.

After reading the article:

After I read the article I was surprised many of my points were mentioned such as how the ad doesn’t use any very old women or particularly very unattractive women. Another point that made me ponder as I read through the article was that, the ad contradicts why they want to sell their product. Such as why would someone need to buy a product that is suppose to make them more beautiful and cleaner when the ad tells the audience they’re already pretty. However, over all, Dove has made an interesting ad based on pathos using emotional uplifting motivation to the viewers to attract them in buying their products. 

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Dove Beauty Commercial – D’Juan Mercado

After finishing watching the Dove Beauty commercial I can determine that this advertisement is directed towards women of all ages.  It heavily uses Ethos throughout the whole advertisement. This is shown when it talks about self-esteem and how you are more beautiful than you perceive yourself. Also by showing you the women getting watery eyed when they show there self-description sketch. I believe they are trying to play off the fact that most media tries to portray beauty in unrealistic ways but in this commercial you see every day normal women you would see as you are walking down the street. After reading the article that was criticizing the commercial, all I can is chuckle to myself. I disagree mostly with the complaint because overall I see it unprofessional and ridiculous. This is because as I was reading, all I could feel was that these people were complaining just for the sake of complaining. Especially when they were implying that the commercial was racist because there was not enough black women in the commercial, and it was filled with beautiful blued eyed white women. I found this really interesting, because if they were truly upset that it only showed white women then what about Hispanic, Native American, Asian women etc., do they not exist. Another thing that they were mentioning was that people need to stop focusing on beauty and focus on the intangible. If this were true for them, then why are they judging the women in the video and complaining that they are too beautiful and do not represent the majority of women. All trough out reading this article all I saw was hypocritical people complaining over a commercial whose sole purpose is to sell product and get their name out to more potential consumers. Overall I can say that liked the commercial. Yes it was a little over dramatic, but at the end of the day you could day that it was a huge successful. This is because the video went viral and got mostly positive reviews from many people; this kind of attention are what companies pray for and Dove did a good job in their marketing.

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Julia Dove AD

My first impression of the Dove ad was that it was a beautiful show of how women need to view ourselves. After reading the article however I do understand the grounds for many points of their arguments. They made a few really good points, for example the fact that the sketches to begin with were not unattractive. The sketches that the women originally came up with describing themselves were beautiful and had nothing wrong with them. With the other people describing them and having the two sketches side by side shows a difference in the women’s appearance, with the one on the left being more beautiful. I think the original picture was just as beautiful as the second picture and that Dove inadvertently created an image that we see ourselves not as beautiful when this is not the case. Another thing to be noted was that all the participants we young, thin, and attractive to begin with. Dove did not range into all spectrums of beauty; and made a specific slim group of the population seem more desirable than others. Another thing I noted in the advertisement that the article pointed out was the nearly complete lack of men in the experiment. They only showed men as the subjects describing other people and even then only for a few seconds. The vast majority of the time was spent on the women describing themselves and others and then seeing the two pictures side by side, no men were even shown their picture or drawn before the camera. I believe this advertisement was specifically targeted towards women who see themselves as already nice looking and puts them to the standards of what Dove thinks beauty should be. Of course men aren’t in the ad much, it’s because Dove knows women are more insecure about how they look then men. Dove is basically targeting women to say other people see us as more beautiful than we see ourselves.

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dove beauty Arame

Dove ad Arame

This ad is geared toward mature women and maybe persons with self-esteem issues. The tone in the ad is pretty monotone and the colors are pretty monochrome too with a hint of blue here and there.  Throughout the ad we have women being sketched by an FBI artist through their own eyes and another person’s point of view.  The artist asks the participants some questions and using their answers he manages to draw their pictures. It focuses on how women in general tend to be more critical of their looks.  This ad is trying to tell women that they are beautiful just the way they look but their way of conveying the message I think is totally wrong. They are trying to make the women understand how judging is so harsh but yet they are judging themselves as well as being judged in the ad. I also don’t like the concept because it wasn’t captivating.  The visual were so boring and plain and it goes against the message that women are unique and beautiful in their own way.  I am also questioning the use of the sketch artist because he is not a source of standard for beauty and then why should this ad have one?  It leaves me with mixed feelings.

 

I totally agree with the comments about this ad.  I didn’t see the diversity represented in women in general throughout the ad.  I am not just thing black and white here but redhead black hair tall big small tall short. Most of these women were skinny and had very monotone voices.  The judging part really bothered me about this ad.  I think that when the ad really crossed the line was when they implied that women judge themselves harder and kid of chastised a gender for it.  It really borders on sexism really.  They also don’t address the big elephant in the room which is the role of society in this situation because these women were not born self-conscious

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I have a lot of mixed thoughts after watching the ad and then reading the article about it afterwards. The idea of this is good, the fact that they’re trying to promote self-confidence in women. A lot of women do have a problem of thinking they’re uglier than they actually are. For example, the sketch made by their own description of themselves was uglier and more depressing than the sketch of them made by other people’s description. That just goes to show you that women tend to think less of themselves and don’t fully appreciate the good features they have. However, they way they went about this was a little strange. Just like the article said, the only women showcased were young, blonde, fairly attractive, and all white. There should have been way more diversity in this to convince people better and to get their message across more successfully: ethnicity, gender, age, looks, etc. Some women may take offense to this since the female gender was only used in this ad. It singles them out and makes them seem like they have more problems than men do, which is why the ad should have least had a male. This appeals to pathos for women because it taps into their true feelings of how they look at themselves. The ad seems to contradict itself as well. They’re trying to sell a product that makes you more beautiful, yet the message they’re getting across is that you’re already beautiful and you just need to realize it. The sales are not going to increase from that. After reading the article, I feel as if they’re being a little hard on the ad, but most of the critiques were true. Furthermore, I feel as if the ad was more a failure than a success.

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by | February 26, 2014 · 10:10 pm

Dove Beauty Campaign

Dove Video analysis:

This infomercial is trying to show how differently a person is looked at by others than the way she looks at herself. The audience geared toward by this ad is women. Women generally tend to buy a lot more beauty products than men and it is generalized that women are more insecure about their looks than men.  Dove is simply taking advantage of this misconception in promoting their product. Several women show up in this vastly empty room. There is a sketch artist present, who is an FBI sketch guy. Then the women describe themselves without the guy seeming them. After they leave, another person shows up and describes them. The picture drawn with the woman’s own description is uglier, sadder, darker and more insecure than the picture drawn with the other person’s description.  This ad uses a lot of pathos to get its method across because it shows the women crying after she sees how beautiful she really is.

I personally don’t agree with is ad. The guy is hired to sketch a before/after, ugly/beautiful picture. There is a lot of bias in his part. Also, not many people will describe others in a negative way if they know that millions of people are watching. I also think that dove is contradicting itself with this ad because they are selling a beauty product and at the same time saying that women are already beautiful without using one.

After reading the article:

The article re assured me that the ad was nothing but a good marketing strategy. The article mentions how the ad is focused on middle aged, white women. I think that dove has done a good job promoting the product as middle aged, white women could have been their primary customers. Do I agree with the ad? No but that is the whole point. I didn’t buy dove product before nor will I ever buy one. So what do they have to lose by making me and most other people mad? If the audience that buys their product thinks this is an uplifting ad, Dove has done its job. I don’t even think that the C.E.O of Dove agrees with the ad.  But if you can make a lot of money while making a few women feel better, Kudos to you Dove.

Nabindra Guragain

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Dove Beauty Campaign — Sam G

Dove Beauty Campaign

 Sam Gallerano

Video:

When I watched the video, I was pleasantly surprised that Dove would do something like this.  Although I cannot relate to it, I think that there is a problem with how the media, corporations, and society portray how women should look and that they should hold themselves to these unrealistic standards for being beautiful and petite.  I think that Dove had a unique idea when they came up with this activity, to show women that they are more beautiful than they appear and that the way they might judge themselves against TV stars and models is not how other people or the real world judges them.  Despite this great message Dove is sending I did not forget that Dove is a company and that the only reason they made this commercial was to get people to buy their products.  They still did a good job making it an appealing commercial with pleasing music, a modern, well lit environment, and generally attractive people in the commercial, making an effort to woo customers and get them to buy their products.  This last part might bring into question the whole validity of the activity.  If Dove hired specific actors or handpicked the participants based on factors like appearance, as opposed to just using random people found on the street, than it’s hard to justify the fact that the average person is more beautiful that they think, when the participants themselves were chosen based on their physical beauty.  Despite this, I still think Dove did a good thing by making this commercial, regardless of their motive.

 

Business Insider Article:

This article definitely surprised me.  Although the author didn’t seem to take a stance herself, she gave plenty of references and quotes from people, journalists, and other prominent figures who were upset by the commercial, if not furious.  Many points were made ranging from describing the woman as young, thin, white, and beautiful, to talking about how the ad blames the woman for the way they see themselves as opposed to blaming society.  There were also excerpts about how these woman are seen as victims and it’s patronizing, as well as talking about how few ethnicities were represented in the commercial and for little time. 

Although I was never really convinced by the article that Dove’s commercial was detrimental to the way women view themselves, I did understand the points made and questioned whether I could be wrong, or even had a sexist view of the issue or commercial.  But after scrolling down and viewing some of the comments to the article that seemed to match my thoughts, I was reassured.  Dove is a company.  When it comes down to it they want to sell more products and make more money.  They had to pay their hard earned money to put this advertisement onto TV and with that regard, they can pretty much do whatever they like in it.  Perhaps Dove chose mostly white participants of a certain age not because they were racist or trying to promote this idea that being young and white is attractive, but because they had statistical data showing this part of the population was worth targeting with advertisements.  I might be concerned if a government agency or non-profit had made this video and aired it; but they didn’t.  Dove did.  And although it might be biased and not representative of the population, it has an overall good message.  Dove wouldn’t have paid good money to air this on TV just to help women see themselves as beautiful, they did it to sell more products and make more money.  Which is exactly what an advertisement is supposed to do.

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