Dove's campaign for Real Beauty, created by Ogilvy & Mather Toronto, started after Dove conducted a global study on beauty. The study confirmed that the definition for beauty had narrowed and was almost impossible to attain. Dove found out that just 12 % of women are very satisfied with their physical attractiveness, only 2 % of women describe themselves as beautiful, 68 % strongly agree that the media sets an unrealistic standard of beauty, and 75 % wish the media did a better job in portraying the diversity of women's physical attractiveness, including size and shape, across all ages. This advertisement for Dove shown below was absolutely genius but even though the TV spot has nothing to do with Dove as a product, it shows that Dove does not support society's skewed and unrealistic views of how women SHOULD look like. Women who feel insecure due to the way society portrays the "perfect woman" will become fans and consumers of Dove because they will realize that Dove is a company with integrity.
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