The self-concept refers to “the beliefs a person hold about their own attributes and how they evaluate these qualities” (Solomon et al, 2019, p.211). Not every aspect you view yourself may be positive, there might be some attributes you view negatively too (Solomon et al, 2019). It is developed over time through psychological and social factors, and interactions (Solomon et al, 2019).
This strongly connects to Dove campaign on promoting how women should feel comfortable in their own skin (Marketing 2017). Designing different shaped bottles was used as a way to represent the different body shapes (Marketing 2017). Dove also found 1 in 2 women feel pressure from social media in looking a certain way to be perceived as beautiful (Marketing 2017).
This campaign also relates to self-esteem. Self-esteem refers to “the positivity of a person’s self-concept” (Solomon et al, 2019, p.212). An example may be the level of confidence one has when performing a task (Solomon et al, 2019). In this case, it might be the way one feels positive in looking in the mirror and liking what they see.
Increasing attention towards the different body shapes of women, aims to increase self-esteem (Marketing 2017). It promotes women to feel comfortable in their bodies for example when wearing a bikini, and going to the beach in the summertime. It is also about embracing your natural self, and to not feel like social media is controlling your mind.
References
Marketing, People aren’t buying into Dove’s body wash bottle campaign, 2017, accessed 23 April 2019,
<https://www.marketing-interactive.com/people-arent-buying-into-doves-body-wash-bottle-campaign/>
Solomon, Michael.R, Russell-Bennett, R, and Previte, J, 2019, Consumer Behaviour, Australian Edition, 4th Ed., Pearson.
bank.fashion.blog 