Group 5

Name:
Jenny Soon
Gan Lee Meng
Lim Qiu Peng
Wong Siow Ghin

Is Beauty more than Skin

Deep?

DOVEs 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 computerenhancement 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:
Doves 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.
tools to promote product to the public.

Advertising

Strong advertising, boost sales up

Seven steps of consumer buying cycle:
o Awareness
o Interest
o Consideration
o Purchase
o Support
o Repeat/Loyalty
o Referral
Doves 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

 Create a sensation of touch.

Advertising

Dove Self
Esteem
Funds

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.

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-esteem
provided 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
womans body compared to a very thin
models which create a differences and
size) will result in distress in body image
and self-esteem.

Answer:
Excessive photoshopping and retouching
makes it virtually unimaginable for
women to feel beautiful when theyre
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 womenshould 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.

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