Dove is empowering women around the world for over a decade now, through their continuous expanding and diversification of models used in their advertisements, marketing and creating their “Real Beauty Campaign”. Dove believes that beauty is not defined by age, skin colour, hair, or body shape. The use of women of different body images and races, has brought more positive attention to the company, they used “Real” women to represent their brand. One of their very first campaigns “Real Curves” has changed many perceptions of how women are viewed and changed the “Role” of the perfect models figure, by using real life women and not models, and by doing so, they are helping women of all ages to build self-esteem and confidence to their appearance (Unilever PLC, 2018). Dove's Campaign for Real Beauty was first launched in 2004, and their commitment is to encourage and support women all over the world to embrace their beauty regardless of their looks, and shapes. Dove aims at celebrating “the unique beauty of women” and continue to empower them by helping them realise their own personal beauty (Unilever, 2017). This essay will discuss the importance of how Dove established its continuous success in its campaign, “Real Curves Campaign”, and furthermore, using the press release by Unilever and Dove, with other sources to highlight the significance of the campaign (Dove, 2018; Unilever, 2017).
Framing involves selection and salience, selecting a real quality and make it salient in a communication text. The concept of framing describes the power of influencing through a communication text which is applied by delivering information (Entman, 1993). Frames highlight concepts about themes of communication, and then through salience it is elevated. Salience is about making one piece of information more clear, noticeable, and meaningful to the audience. Amplification on frames help illuminate many observed and normative disputes, as framing targets the attention to the details of how a communicated text uses its power (Entman, 1993). Dove started changing the way they advertise and promote their products through their “Real Beauty Campaign”. Their focus was to help raise awareness to all women around the word and by the “Real Curves Pledge”, they have accomplished a reframing to their brand as they initiated a campaign to empower women of different body curves to participate in their campaign (thegaurdian.com, 2004). Dove focused on its customers and on ways to make them feel beautiful regardless to their body types. Reframing its brand, Dove has made an impact on its customers as they felt more confident about themselves, and by so it gained more positive feedback to its campaigns.
Advertisement rely on stereotypes concerning many aspects and specifically how the body of a women should look like, and as the media has set the “normal” body image, which is argued by many authors, it has led to societal frustration with what the actual female body looks like (Heiss, 2011). The culture that has been created within the media and has set an image of the world which continues to contribute on teaching people how to think and behave, drawing a illusional image to the public. Challenging sociocultural manipulation can help empower individuals towards media and culture, and help illuminate the cultural norms within the environment (Kellner, 2011). The circuit of culture involves five elements in a regulated progress. The cultural circuit provides a shared cultural space by creating, shaping, modifying, and recreating. The circuit gives different functions to its elements to create a meaning (Curtin and Gaither, 2007). Dove has created and shaped its campaign on real life figures, by bringing in women of different looks, they modified it by creating posters, interviews and videos showing confident women in their advertisement to send a message to the people and women about what real beauty is. They have created advertisement that challenge conventional stereotypes of beauty (adweek.com, 2005). They have recreated an image to the public by allowing all women to participate and excluding the perceived idea of models, which enlightened women and built self-esteem to all women through the use of their new campaign. Dove is retaining its strength by allowing women with different body types to engage socially in the media and is Challenging the culture of the media by recreating the culture internally and externally within Dove and the public.
Social semiotics delivers a strategy and a set of theoretical tools that allow enhanced understanding of the informative processes (Millard, 2009). Dove and the women engaging with Dove use the advertisements and the structures of beauty as semiotic resources. The Real Beauty Campaign, aims at changing the standard of measuring beauty presentations by adjusting the significance of resources. By enhancing countercultural images building an identity as a caring company, Dove is changing the values and norms of the existing image which helps in building a unique brand identity, and if the campaign's target is achieved, Dove would have a successful impact on re-defining beauty through their advertisements and would have created a “semiotic change” (Millard. 2009).
Grunig and Hunt (1984), have identifies and discussed four models of public relation practice. Dove Campaign “Real Beauty” promoted self-confidence among women, and the use of data from a global study revealed the information gathered from the female participants was strategic to how the campaign was formed. The asymmetric model of PR is characterised by an organisation's tendency to use data attained from consumers to present its products in a way that may seem more influential, while eventually remaining the way it is with little enhancement or improvement to the brand (Fawkes, 2007).
Dove has successfully brought a sense of happiness, confidence and indulgence into the daily lives of beauty routine to women. “Real women” Ads have turned its back on the “normal” strategy of portraying women in advertisements and instead they are encouraging women to embrace their looks, ethnicity, and age. Dove is a brand that has redefined real beauty within its campaigns and advertisement, and its campaigns continue to prosper with new developments to encourage “Real Beauty” (Campaignlive.co.uk). The Dove “Real Curves Campaign” has raised awareness and created encouraging women to show the world, that beauty cannot be described within the idea of the media, and that women are beautiful in their own ways. Dove aims at creating self-esteem and confidence to women around the world of all ages to help them embrace their beauty. Dove's campaign resulted in a lot of positive feedback and outcomes and has promoted more products in the market creating its Campaigns about “Real Beauty”.
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