Body Image in the 21st Century Essay

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In 2005, Dove, a personal care brand owned by Unilever, launched a campaign for beauty. The campaign took place in the United Kingdom, but soon took a global stance against the pretentious ideals of beauty. The event was called “Dove’s Campaign for Real Beauty.” Although the marketing campaign initially centered its intentions on a firming cream, Dove’s marketing team expanded its original objective by placing public service advertisements and promotions that forced people to rethink what constitutes as beauty. In White Space is Not Your Enemy, the textbook explains how good visuals must convey a message, as well as evoke emotion. Companies always intend to reach their target audience with the product they sale. Dove was able to reach its target audience, as well as broaden its spectrum of consumers by strategically using unconventional models in advertisements. According to Media Ethics, Dove’s campaign was the outcome of a wide-ranging research conducted on 3,200 women in Argentina, Brazil, Canada, France, Italy, Japan, Portugal, Britain, the Netherlands, and the United States. As a result, the success of the company is due to the thorough research about women’s belief system. Researchers claimed, in a report called “The Real Truth about Beauty,” that women believe that beauty is important and vital in today’s world. Women want to see beauty redefined and expanded along the lines they view beauty themselves. There are many ethical issues that lie in the “Dove’s Campaign for Real Beauty.” The prevalent one is Unilever’s sincerity behind endorsing self-esteem, while producing sexual advertisements for other brands under the company. The ethical issue that will be addressed in this paper, however, is Dove’s strategy to target a demographic group of women who are tired of seeing skinny supermodels in advertisements. If the result of seeing a

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