Au Psy492 W7 A2 Clark B
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1. When outside beauty counts more than Inside beauty
Brittany N. Clark
PSY 492
February 25, 2012
2. Abstract
We live in a society where a womans beauty is always judged from
the outside appearance. Too often people are told that they should
look a certain way in order to be perceived as beautiful.
Self-esteem is a very important factor in how someone feels about
themselves. From my own personal experience, I know that the
standard of beauty varies from culture to culture. All of my life
people would always tell me how pretty I was but they would also
tell me how fat I was as well. Going through puberty at the age of
10, I often felt that I would become more of a target for peoples
ridicule as far as my weight was concerned in addition to certain
body parts being visible. Though I struggle to find who Brittany is
and what my beauty means, I also understand that no one will ever
be perfect as far as looks are concerned and that loving oneself is
an ongoing journey. Doves Campaign for Real Beauty was originally
intended to sell a new version of Doves body washes and lotions,
but the campaign began to focus on how the consumer viewed
themselves and what real beauty means.
3. Doves Campaign for Real Beauty
4. Dove created The Dove Campaign for Real Beauty to help start a
societal change and an expansion of the definition and discussion
of beauty. The campaign supports Doves mission to make more women
feel beautiful everyday by widening stereotypical views of beauty.
The campaign uses advertising, a Web site, billboards, events,
workshops, viral marketing and a Self-Esteem fund in Doves effort
to create a global discussion about beauty with women all over the
world. Rather than using professional models, the campaign stands
by Doves mission in using real women of various ages, shapes and
sizes to promote discussion and debate about the narrow beauty
standards and images set in todays society. (Falcione &
Henderson, 2009).
5. Positive body image and healthy lifestyle start at home but this
should be an eye opener to everyone that words and images become
internalized and interpreted in different ways. Poor body image
affects women of all races, ethnicities, socioeconomic statuses,
and cultural backgrounds. Researchers have found that body image
can influence a woman's self-confidence, her assertiveness, and her
attitudes regarding eating and exercise habits. Much research has
examined White women's body image perceptions, but less research
has examined this issue among women of diverse ethnic and cultural
backgrounds. The goal of this study is to examine and explore the
factors that influence university women's perceptions of their
bodies. Semi structured interviews were conducted in the spring of
2004 (N=11). Results indicate that participants have struggled to
achieve positive perceptions of their bodies as adults, tend to
feel that women of all races and ethnicities are increasingly held
to a similar standard of beauty (i.e., thin and White), and believe
that images of the female body depicted in the media have
significant effects on the way women perceive their own bodies.
(Spurgas, 2005).
6. Dove's advertising offers a democratized view of beauty to which
all can aspire. The campaign also has an implied moral purpose, one
that takes on the ethical issues of consumerism: the psychology of
self-esteem, the supposed link between the pressure to conform and
eating disorders and the various stigmas attaching to old age and
disfigurement. (Clegg, 2005).
7. The Dove campaign was inspired by the study The Real Truth about
Beauty: A Global Report. According to the Campaign for Real Beauty
Mission, the study validated the hypothesis that the definition of
beauty had become limiting and unattainable. The study showed that
the narrow beauty standards were having a significant impact on the
self-esteem of women. The Dove Campaign for Real Beauty was created
to address this issue by attempting to widen the definition of
beauty. (Falcione & Henderson, 2009).
By showing a wider range of skin types and body shapes, Dove's
advertising offers a democratized view of beauty to which all can
aspire. The campaign also has an implied moral purpose, one that
takes on the ethical issues of consumerism: the psychology of
self-esteem, the supposed link between the pressure to conform and
eating disorders and the various stigmas attaching to old age and
disfigurement. In email correspondence, a Dove spokesperson
confirmed that the campaign primarily sought to elevate a woman's
self-esteem. This dimension is most visible in the latest skincare
advertising, which was shot in black and white, and features
letters telling the personal stories behind featured women's
blemishes and styles. (Clegg, 2005).
8. 9. References
Clegg, A. (2005). Dove Gets Real.
http://www.brandchannel.com/features_effect.asp?pf_id=259 Retrieved
February 16, 2011.
Falcione, O & Henderson, L. (2009). The Dove Campaign for Real
Beauty.
http://psucomm473.blogspot.com/2009/03/dove-campaign-for-real-beauty.html
Retrieved February 16, 2011.
Spurgas, A.K. (2005). Body Image and Cultural Background. Sociology
Inquiry. 75. 297.
10. Thank You!
If you would like to ask any questions or have any comments, feel
free to contact me:
[email protected]