Dove's Campaign for Real Beauty Ad

        In recent years, Dove has launched a worldwide advertising campaign dedicated to raise and promote self-esteem and confidence in young women. This campaign, known as the “Dove’s Campaign for Real Beauty”, hopes to break down the beauty stereotypes created by the media. For example, dove has launched several commercials and ads to demonstrate and persuade all young girls and women that beauty comes in every size and shape and that it comes from within. One specific commercial that I consider to be very powerful and persuasive is the “Onslaught” commercial from dove. In this commercial, dove warns parents to “talk to [their] daughters before the beauty industry does” (Dove). For example, through the little girl’s eyes we see all these images of unrealistic women, whose beauty is defined by looking thin. In a way, this advertisement is powerful because it promotes self-awareness of the potential dangers advertising ads can have on children and young women.

       While many advertisements appeal to their audiences by using sex-affiliated appeal to sell their products, this advertisement uses the nurture and guidance appeal to promote awareness. The nurture appeal usually works to encourage the need to protect and take care of small defenseless people, especially children. In the other hand, the guidance appeal means the opposite of nurture, it means the need to be nurtured and the need to be guided and protected.

        In the “Onslaught” commercial, we can see that both of these appeals are used. For example, in using nurture appeal, this commercial is different than many beauty commercials because it encourages women to love their own bodies for how they look. It shows them to have confidence in themselves and not worry about the false body images that are promoted in the media. In addition, the guidance appeal is used in this advertising, by persuading parents of the dangerous that girls can face as they are exposed to advertisements of beauty.