Subject: Gender Analysis of Dove "Real Beauty Campaign" Ad Introduction:
The dictionary defines the word beauty as "A beautiful person, especially a woman." Nowhere in that definition does it suggest the woman is a size 0 with big breasts, flawless skin and high cheekbones. This is the message Dove is trying to send by creating "Dove's Campaign for Real Beauty", to make women of all shapes, sizes, and color feel beautiful everyday. In society, many women agree that they are not confident with their body. The media constantly represents the perfect women as something with a certain set of qualities that are to be obtained either through exercise or dieting. The standards that have been created are unrealistic for women today with people being deemed to be as skinny as possible yet also have large and desirable assets to attract male attention. These "perfect" models set a tone on what society considers a beautiful woman, without showing an ordinary woman that people typically see on the street. Through the simplistic yet powerful ad, Dove goes against this standard showing people of all sizes and ethnicities to show beauty encompasses all women not just a certain type.
Target Audience:
Dove is a brand mainly targeted towards women with the usage of keywords like softness to grab a woman's attention considering having smooth, soft skin is seen as a desirable quality. This ad is no different since only women are displayed in the ad, but what separates it from other ads for women is the fact it's not using the typical female model. There are several women of various size and shape all in the same ensemble to show they are all equally beautiful no matter what they are wearing. Usually ads featuring a female model or even several all have around the same body type with skinny figures usually taller in height and displayed in various desirable positions to attract male attention and receive the envy of women that do not have the same figure. Since every woman in this ad is different and unique in their own way, it grabs the woman's attention in a more positive light with her seeing herself as beautiful just the way she is. There may be the one or two women that do have that perceived "perfect" body type, but the others are there to showcase their beauty as well. So instead of an ad making a woman feel ugly or unwanted by society's standards she feels beautiful and is more likely to trust the brand possibly which is the aim of Dove, to cater to all women not just some.
Color and Layout:
Dove uses a plain color scheme of all white to make the women stand out more. The background is plain stark white, with the women wearing only sparkly white underwear so that each of their own skin tones pops out more and you can truly just focus on the women of the ad. The whole point of the ad is to showcase women's diverse beauty in a way that still seems playful and happy. The way this ad is laid out also focuses on the women. All the women are crowded aro...
