Discourse behind Dove's Campaign for Real Beauty: "Making peace with our bodies"

Mary McCall, Purdue University

Abstract

In 2004, Dove launched its Campaign for Real Beauty (CFRB) in order to create a more inclusive definition of beauty beyond the narrow perception of physical attractiveness. Several phases of this campaign aimed to achieve this goal by selecting "real" women who represented a range of body types to be the models for Dove's products, by creating short films with positive self-esteem messages, and by partnering with non-governmental organizations (NGOs) to encourage participation from women in local communities toward the mission of boosting young girls' self-esteem. This thesis examines the contributions that this campaign adds to the fluctuating status of the postmodern female body and its portrayal in the media through an emphasis on dialogue between Dove and its consumers and amongst the consumers themselves. Critics of the campaign argue that it fails to be successful because it conflates beauty with self-esteem and offers models whose bodies only slightly challenge the status quo; any effort at replicating a feminist message is undermined by the underlying corporate motive for profit. However, this thesis argues that despite the campaign's occasional problematic rhetoric and its limited approach to selecting models, Dove's CFRB nevertheless is productive in the way that it sparks and encourages conversations about beauty and bodies. Moreover, the campaign's profits do not necessarily negate its social mission. By looking more closely at the intersecting discourses between Dove, its consumers, and its models on the topic of "real beauty," by examining viewer responses to the campaign's short films, and by exploring the partnerships between Dove and NGOs, this thesis demonstrates how the CFRB moves beyond advertising to encompass a social mission while promoting a re-consideration of "real" and "beauty" in relationship to women's bodies and advertising.

Degree

M.A.

Advisors

Sullivan, Purdue University.

Subject Area

Marketing|Rhetoric

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