Group 5Name:

Jenny SoonGan Lee MengLim Qiu Peng

Wong Siow Ghin

Is Beauty more than Skin Deep?

DOVE’s History • Founder- Lever Brothers in 1957• Help women realise their personal potential

for beauty by engaging them with products that deliver real care.

• Products: Body wash, deodorant, body lotion, facial cleanser, shampoo and conditioners.

Campaign for REAL BEAUTY

• Launched in 29th Sept 2004• The ad was designed by Ogilvy and Mather• Raise consciousness of the issues surrounding

beauties.• Challenge the stereotype set by beauty industry• Intended to make more women feel beautiful• Uses unconventional women of all shapes, sizes,

ages and races to celebrate REAL BEAUTY.

Campaign for REAL BEAUTY

Campaign for REAL BEAUTY

Evolution in 2006• Show the evolution of photograph of a real

women after series of hair, makeup and shocking computer-enhancement technique.

• Purpose: To show how unrealistic and unattainable beauty is as depicted in magazine and on billboards.

“No wonder our perception of beauty is distorted”

Onslaught• Promote Dove Self Esteem Fund.• Shows the intensity of personal care, diet,

exercising, plastic surgery as viewed through the eye of a young girl.

“Talk to your daughter before the beauty industry does”

Dove Real Beauty Sketches

• Purpose of this video:Explore how women view their own beauty in contrast to what others see.• Only 4% of women around the world consider

themselves beautiful.

Question 1: Dove’s campaign assumes that advertising has

the power to determine what we find attractive or unattractive. Do you agree?

Answer: Yes, We agree of the statement.

Advertising tools to promote product to the public.

Strong advertising, boost sales up

Seven steps of consumer buying cycle:o Awarenesso Interesto Considerationo Purchaseo Supporto Repeat/Loyaltyo Referral

Dove’s using billboard to promote their product. Send the message for every woman that she is beautiful

using media to advertise a product has a positive influence over woman. (Jaffer, 2005)

Dove reported a doubling of its sales on the first 5 years after the campaign launched.

Advertising Create a sensation of touch.

Consumer watch the advertisement presented by model, feel want to use the product, go to shopping to get it.

Shopping, beauty product display shelf, display a tester for consumer to try.

Consumer have a chance to touch the product, feel it, feel satisfy, actual purchase, feel good result, recommend to their relatives and friends.

Dove Self Esteem Funds

self esteem defines as positives or negative orientation towards own self Rosenberg (1965)

high self esteem having a positive self regards

low self-esteem people also result in poor body image, depression, anxiety and eating disorder (Grabe, 2008)

educate the girls on the importance of self-esteemprovided confidence-building tools and workshops for young girls

Social Comparis

on Theory

A young girls who is overweight, when watch to a media advertisement regarding a ‘thin’ model who wear beautiful dress with makeup will try to challenge herself to become the model look.

Social Comparison Theory (Festinger, 1954),

the girls will accept the image as a social norms, and will try to compare her own size to the models regardless of the advertisement accuracy.

the girls are generally “more unsecure of themselves” who has low self esteem and high level of anxiety

young girl is likely to influence by the advertisement

Question 2:

Some people argue that fashion products are “aspiration”; they encourage consumers to think what they could be rather than what they are. Do women really want to see “average” models in advertising” Why or why not?

Answer:

In our opinion, YES! • “Average” model in advertising is more realistic

; make women to more believe the products. • Self Discrepancies Theory explains the

internalized comparison (an average woman’s body compared to a very thin model‘s which create a differences and size) will result in distress in body image and self-esteem.

• Excessive photoshopping and retouching makes it virtually unimaginable for women to feel beautiful when they’re comparing themselves to these models.

• Magazines have been using super skinny models that suffer from eating disorders or at least look like it, and then on top of that, they photoshopped them to look even thinier.

Answer:

• Models have been groomed to only eat certain things, to go to the spa, to work out, and to spend hours on their hair and makeup. So, “real” women should not feel the need to even try.

• “Average” women do not have the time, the money, or the ability to do what models do day in and day out.

• A community that actually is based on acceptance and appreciation of beauty in all its shapes and sizes.

Answer:

THANK YOU!!!!Q&A???