Dove's 'Campaign For Real Beauty' raises some fascinating issues for media students.
Not only does it highlight classic Media and Culture Studies concerns about image, identity and representation of women, it also demonstrates the application of what is effectively a pseudo-PR campaign in the advertising and promotion of product ranges.
This short film works at a lot of levels. It makes a very strong point about the manipulation of image - and our sense of self - in the promotion of 'beauty' products. It also shows how the distinction between 'reality' and 'image' is blurred and - by making a claim to 'campaign' for reality - it re-presents a promotional campaign for a brand as if it were a PR campaign, engaging public opinion on how society understands the concept of 'beauty'.
It's a product of a promotional industry, made to look like an attack on that selfsame industry and the messages it sends out to women. If you're a 'real' woman - join our cause. (and buy Dove products!)
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Media Studies Dove campaign advertising brand beauty products
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As a follow-up - this site, courtesy of Girlpower, demonstrates how the beauty illusion is created.
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