Schwegman Blog Post #4

http://www.youtube.com/watch?v=iYhCn0jf46U - Dove Evolution- Campaign for Real Beauty

The Dove Campaign for Real Beauty is something that is seen on TV commercials very frequently. In this commercial, Dove shows to us the process in changing the face of a model to make it "acceptable" for a billboard. A woman is seen at the beginning with a fresh face (meaning that she has no make up on) and hair that is short and unkempt. The woman has a camera set to her face while people begin the process of applying make up to her face and fixing her hair. In a fast-forwarded process, we see her face being transformed. Her face becomes flawless, her eyebrows and lips are more full, and the color of her eyes are changed. Her hair has extensions put into in to make it longer and fuller. Then her hair is styled, making her look like a model. The women begins taking photo-shoots and her image is then brought up on the computer screen. Now, her face is being transformed even more by photoshop. Her neck is made longer,   her face becomes thinner, and other features are changed. The women is completely transformed at the end of the video and is then a photograph of her is placed on a billboard on a busy city street. Dove then shows are text box saying, "No wonder our perception of beauty is distorted."And then gives the consumer the opportunity to "take part in the Dove Real Beauty Workshop for Girls"with a website to go to.

This ad gains the attention of its audience by showing the drastic changes that happen in making a ad with a model. It also adds dramatic text to go with it. The ad establishes its credibility, or ethos, at the beginning of the ad. It states of the creator of the ad "Dove," a well known body care company. Later in this ad we will see that it has to do with the work of a model. Obviously being a body care company, Dove knows what goes on in "creating" a model or ad. Dove appeals to our emotional needs, ethos, by making its audience more confident. It makes the audience feel normalcy that a model looks like everyone else before she is completely transformed by make up and computer editing. It shows the use of logos by showing the process of creating the ad. Without showing the complete logical process, the commercial would have no credibility or explanation for how the woman's face changed.

This ad appeals to a mainly a feminine audience. We know this because of the text box at the end about the Dove Real Beauty Workshop for Girls. Also, because we know many women are self conscious when it comes to their appearance. Dove tries to make women feel more confident by showing our edited our perception of beauty is. Most people, or women, would not know that models are transformed like that. Dove grabs our attention by this. Consumers learn a lot from this commercial and every second of it is intriguing.

 The association that Dove achieves by this ad is that they are a "down to earth" company. They are not interested in all the degrading ads. It gives the company a good reputation because they are interested in service and helping girls gain confidence with themselves without superficial expectations. It  helps consumers want to buy Dove products, because they know that money from their purchases goes to a company that is trying to promote an image of "real beauty."

Dove used television commercials as the medium in this ad. By using television, the commercial and its message is more widely seen. Because it was displayed on television, this ad can also be virally seen on YouTube and other websites.