Purpose

Purpose

• By showcasing “real women” rather than idealized models, this Dove advertisement aims to redefine beauty.
• The slogan Dove uses, “Real women. Real beauty,” directly communicates their target to not only sell products, but to challenge unrealistic beauty standards.
• This product can draw attention to authenticity and inclusivity by featuring women all dressed similarly in simple white underwear, of different ages, body types, and ethnicities.
• This helps Dove as a brand promote natural beauty rather than perfection.

Producer/ Ethos

• Dove is widely recognized for its “Real Beauty” campaign.
• Dove has a reputation for promoting inclusivity and challenging harmful beauty norms.
• By continuing to address diversity and natural appearance.
• The consistency between the brand’s message and this visual strengthens its credibility and makes the message feel genuine rather than performative and fake.

Audience

• The ad targets those who don’t see themselves represented in typical media because they may be women who feel excluded by traditional beauty standards.
• By Dove providing diversity, different skin tones, body shapes, and even age, the brand can speak to a wide, inclusive audience.
• Values like self-acceptance, confidence, and authenticity make viewers feel seen and validated.
• This strongly aligns with their target audience: people who are tired of unrealistic expectations in beauty advertising.

Representation/ Diversity

• Dove includes different skin tones and natural hair to emphasize racial diversity and natural beauty.
• This challenges narrow beauty standards

Challenging Beauty Norms

• By providing an older woman in this campaign, Dove challenges the idea that beauty is limited to youth, and this reinforces the importance of diversity.

Simplicity

• Dove uses a visual strategy through the individual outfits.
• The plain white clothing removes any distractions and prevents potential beauty standard bias through fashion.
• This keeps the focus on natural bodies and individuality through self, not fashion.

Color and white space

• By having a color theme of white and providing the background of white, Dove creates a clean, calm, and honest tone and mood to emphasize the diversity of the women.

Pathos Appeal

• This ad uses emotional appeals by making the audience feel represented and accepted, which encourages confidence and self-worth.