Dove: Campaign for True Beauty
In this paper I am going to begin by examining the use of ethos, pathos, mythos, and visual persuasion in the advertisements used in the television and magazine campaign as well as on the website Dove has created to go along with this campaign. Then, I will demonstrate how this campaign is not substantially different from the legacy of beauty product advertising which have promoted a typically unrealistic and often harmful ideal of perfection. Despite Doves’ attempt at promoting a new, more modern image of beauty, they are still reinforcing an ideology of beauty: that one is never quite good enough, and no matter what, there is something about them that they could improve upon or need to change. Although Dove is claiming to support women of all shapes and sizes, they are still promoting beauty enhancement products telling women that they can still change and improve their bodies, which in effect is a contradiction. Dove may perhaps have good intentions, but it comes down to the fact that you just cannot sell “beauty” products- as opposed to bath products without exploiting women’s insecurities in some way.
Department, Program, or Center
Department of Communication (CLA)
RIT – Main Campus
Robert, Katherine, "Dove: Campaign for True Beauty" (2006). Accessed from