Campaign for Real Beauty

Dove's Campaign for Real Beauty presents a strong ethical appeal that would attract any consumer. Like most companies that sell beauty products Dove found itself guilty of presenting images that only represented a small percent of the population. In a world that strives to become skinny and is obsessed with being beautiful, many women found themselves with low self-esteem and a perception of beauty that was not accurate. By creating images of women that don't normally fit the mold for a beauty product model, Dove gains a large amount of appeal from average everyday women. Consumers that view these images realize that the ads are not what they see in most commercials. The question arises, what is true beauty? Flaws that once made a person unique now make women feel uncomfortable with their body. With the help of ethos Dove uses the flaws of normal people to create appeal to the majority of the population that does not have the perfect body or skin. Orbach stated that today’s culture makes young women feel insecure and this insecurity is caused by images and propaganda that shows “perfect” women. Dove knows if they are able to sell a product that meant for women of any shape or size that sells will go up because the images are of ordinary people.