Following on from the negative images that the majority of make-up and fashion advertising brands throw at us, Dove’s ‘Campaign for real beauty is one of its kind.
And it’s a good kind.
Their aim? Have a read of this!…
“We want to help free ourselves and the next generation from beauty stereotypes. Every woman is beautiful. That’s why Dove wants to help women and girls liberate themselves from misguided concepts of beauty. Discover true self-confidence and show others how to feel good about themselves, too.”
The self-esteem fund aims to change the way that women and young girls perceive and embrace beauty. What a valuable cause! If more companies used advertisements like Dove do, the pressure that many women and young girls feel to look a certain way to fit the standards of society would surely be less.
Studies have found that the average person sees between 400 and 600 advertisements per day, and that girls who watch TV commercials featuring underweight models lose self- confidence and became more dissatisfied with their own bodies. There is such a clear link here that it is almost ridiculous that more hasn’t been done to counteract the number of advertisements that feature such models.
When presented with images such as these on such a regular basis, women are often left feeling that this is the norm, and while they may be aware of their many friends and relatives who may not necessarily fit this description, the aspirations put before them in advertisements become their aim.
The power that those presenting us with adverts have over us is overwhelming. Especially with impressionable young girls, seeing images of women all looking stick-thin and immaculate in their hair and make up will more often than not create this image to aspire to.
This is why I think that Dove’s Campaign for beauty is so important, and I believe other companies should think more about the way they advertise their products. Thinking that less people will buy a product if a more normal sized 12 woman is modelling it is a view which has arisen by advertising and so should be reversed in this way too. Is it really worth the sales figures if women are left feeling ugly, unsatisfied with their appearance and fat, when they are not.
A study by Dove found that only 2% of women think that they are beautiful. I don’t think that there is a way of defining beauty, but this is what these advertisements are doing, and as a result are demolishing the confidence and self worth of so many women.
Dove’s advertisements have featured ‘Real women’ and in no way does this reduce their target market.Rather I think it increases it. More people are likely to be able to relate to such an image, and less likely to be put off by seeing a model they feel they can’t aspire to.
Everyone is beautiful. It may not be in the way of the stick-thin models on the catwalk, but then, is that really beauty anyway? Unique is beauty. Beauty is self-confidence in your own skin.
Beauty. You’ve got it. Be it.