Dove’s Real Beauty Campaign focuses on changing how beauty is perceived by society (Amaral 2017). Through this campaign, many advertisements were released in an attempt to send a strong message out.
Dove effectively incorporated Membership (or associative) groups throughout the advertisements (Solomon, Bennett and Previte 2019). This involves ordinary people who are gathering in order to create a social influence (Solomon, Bennett and Previte 2019). For example, the ‘Dove Change One Thing’ video posted onto YouTube are a bunch of young girls, who are all identifying one thing they wish they could change (Dove Change One Thing | How our girls see themselves 2019).
This video goes hand-in-hand with The Real Beauty Campaign as it effectively illustrates the negative impacts society have on the young. From a young age, girls are already picking at themselves for not being beautiful. This message therefore reveals what Dove is trying to stop.
The above image is another example of where ordinary members are coming together in order to create an impact. This advertisement clearly emphasises how any individual no matter from what cultural background, are beautiful.
References
Amaral, AC, 2017, Dove Real Beauty Campaign: A Local Perspective (Doctoral dissertation)
Dove Change One Thing | How our girls see themselves, online video, 25 September 2015, YouTube, viewed 16 May 2019, <https://www.youtube.com/watch?v=c96SNJihPjQ>>
Dove, image, Well.pk, viewed 16 May 2019, <https://well.pk/brands/dove/43>
Solomon, Michael, Russell-Bennett, R and Previte, J, 2019, Consumer Behaviour, Australian Edition, 4th Ed., Pearson
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