Dove Dives into a Self-Esteem Promotion

Smooth. Clear. Flawless.  These are words that are frequently used to describe “perfect skin", but would not describe the picture above.  This woman doesn’t have clear skin, but does that make her less attractive?  Of course not! But let’s face it (no pun intended), we can’t all have smooth and clear and flawless skin.  However, Dove is trying to show us that and how we should accept the things that make us different and own them.  Upon looking at this picture for the first time, you immediately look at the woman.  Then your eyes dart to the check boxes, which defiantly say, "Flawed? Flawless?" This effective play on words is very well done that adds a lot to the ad.  In addition to that,  to me, the woman’s eyes are saying, “Say flawed and my freckles will turn into lazer beams that will zap you.”

The format and look of the first ad is very simple and clean, using a white background, which makes the woman and the words really stand out.  You don’t need any other images that would take away from the message of the ad.  In fact, it would be weird if there were other images that would detract from the simplicity of their message; all women are beautiful even if they aren’t clear and flawless.

Finally, your eyes wonder to the bottom right corner where you see the Dove logo and the website for their campaign.  It isn’t big and you’re not supposed to focus on that.  But if the logo wasn’t included, would this ad be as effective?  Dove is a major authority on skin and it utilizes its power in order to successfully let their message across.

Dove has really gone above what they normally do with their Campaign for Real Beauty.  This movement is one of the few that has challenged the conventions of traditional beauty shown in ads.  Instead of showing thin, perfect, and pretty models, Dove is using women of all ages, body type, and colors.  Below is another picture from the Campaign for Real Beauty that shows the diversity of their campaign.

What’s so wonderful about this movement is how it would really touch the heart of all women.  The women pictured above would never be considered models by traditional standards, but seeing them striking a pose and looking genuinely content does make them models.  These ads show all kinds of women and all women would see themselves in these ads too, for they display all types of women, those with wrinkles, freckles, or both.

Dove takes the plunge and is very daring by challenging the typical ideals of beauty.  Many see freckles as cumbersome and annoying, not at all beautiful, when they are really just kisses left from the sun (at least that’s what my grandma told me).  This ad is saying, you’re not flawed, you’re flawless!

In addition to these two advertisements, Dove created dozens of other similar posters that ask you to choose whether or not the woman is pretty or not or extra-large or extra-sexy (as shown in the ad below).

In my opinion, this is one of the most powerful ads I’ve ever seen.  It disputes societal norms and goes against long-established standards.

It is so rare that one sees an ad, let alone more than one, that shows big women and old women looking beautiful and confident.  I’m sure that this series of ads has given many women confidence and the ability to accept and love their bodies.   Good job, Dove.