Photo Manipulation & Body Image in the

Media :an Evaluation of Dove’s efforts to

change the perception of

beauty.{DOVE Campaign for real beauty}

Another Student

Dove Campaign for Real Beauty

• Started in September 2004

• Short film “Evolution” in 2006

• Started the Dove Self-Esteem Fund to inspire and educate girls about the definition of beauty

http://www.youtube.com/watch?v=hibyAJOSW8U

DOVE EVOLUTION COMMERCIAL

“Photoshopping and manipulating photos has become such a regular occurrence that we often see many distorted images on a daily basis without questioning them. … Issues that have risen with the increased use of Photoshop are seen to occur mostly in journalism and advertisement[s] and have placed an immense amount of pressure on young females to achieve the look of the technologically altered ideal … women.”

RESEARCHThe ‘Real Truth about Beauty’ Study…

Only 2% of the women described themselves as “beautiful”

About 3/4 of them rated their beauty as "average”

90% of all women 15-64 worldwide want to change at least one aspect of their physical appearance

91% feel the media and advertising need to do a better job of representing realistic images of women over 50.

6 out of 10 girls stop doing things they love because they feel bad about how they look.

Will quit gymnastics.

Will drop out of ballet.

Will stop swimming lessons.

http://www.youtube.com/watch?v=ElKFK6rRHNY

Responses to the CampaignEvaluation:

Women began to realize that inner beauty is more important than what’s on the outside.

If you are confident and love your body it shows through and you become a beautiful person.

Great response to pictures taken for the campaign.

Positive reaction to taking this campaign to younger girls as well.

Testimonials"It is our belief that beauty comes in different shapes, sizes and ages…Our mission is to make more women feel beautiful every day by broadening the definition of beauty. -Philippe Harousseau, Dove's marketing director on the "Campaign for Real Beauty

“It’s a revolution. I know that is a strong phrase but to see women like that, it’s like a breath of fresh air. Thank you Dove.” – Research group participant

“I think the Dove campaign has made such an impact because it focuses on real women. It doesn’t focus on how you look as much as how you feel about yourself and who you are.” –Research participant from Columbia College Chicago

“I definitely think the campaign has been successful. It focuses on how people are naturally. It’s universal because everyone is unique in their own way. Everyone is different and its about being confident.” –Research participant

SOURCESBrodbeck, Melinda; Erin Evans. “Dove Campaign for Real Beauty Case Study.” Public Relations Problems and Cases. N.p. 5 March 2007. Web. 5 March 2013.

"The Dove Campaign for Real Beauty." The Dove Campaign for Real Beauty. N.p., n.d. Web. 5 March 2013.

CulturePub. “Dove-Evolution Commercial” Online video clip. YouTube. YouTube, 15 Oct. 2010. Web. 5 March 2013.

"Photo Manipulation = False Advertising? The TECHLife Post." Photo Manipulation = False Advertising? | The TECHLife Post. N.p., n.d. Web. 5 March 2013.

"Dove Self-Esteem Programme - 'Growing Up' TV Advert." YouTube. YouTube, 26 March 2012. Web. 6 March 2013.