This Blog spotlights recent public relations cases studies selected by PR students in Comm 473: PR Campaigns in the College of Communications at The Pennsylvania State University in University Park, Pa., that demonstrate the value of public relations across a variety of service areas and industries.
Christi Pluta When I first saw the real beauty campaign, I was so happy. We, as women, are bombarded with beauty products, weight loss programs, cosmetic surgery, reality television shows with sexy women and magazines telling us what is considered beautiful. I was SO incredibly happy to see such a well-known and well-established company stepping up and telling the world that beauty doesn't just come in a size 3. It is all shapes and sizes. Being a puerto rican, I felt like the media was on my side for once, saying that curves and freckles are just as beautiful, if not more than the "stereotypical beauty." Especially, being surrounded by females on a college campus that will work out all day and not eat just so they can consume calories on the weekend, it was nice to hear something different for a change. After that campaign began, when I went to the store. I DID BUY DOVE PRODUCTS. I wanted to support a company that had the same ideals that I did. I thought that was important. As a result, I contributed to their 600% earnings and I was proud of it. However, I think that Dove may have done this campaign just to make a profit. Unilever, the creators of the Dove brand, also make Axe, bodyspray for men. Their commercials portray women as sex objects. These women are not of all shapes and sizes. They are tall and lean and look just like models. It kind of made me angry when i learned of this. It made me think of Dove differently. They weren't trying to make a change in the media. If they were, why would they create sexist commercials like they do for Axe? My question is, did Dove respond to this? What did they say? Lastly, I was surprised to see that American women did not have one of the highest dissatisfaction levels of their body weight. In a media possessed industry focusing on beauty, why was this so low? What made Japan, Brazil and the UK so high?March 1, 2009 at 9:48 PM PSU PR Student said...
Lauren Rothbardt I find the real beauty campaign quite refreshing. While most marketing tactics by beauty companies attempt to make you feel as though you need their products to feel good about yourself, Dove tried to make you feel good in your own skin. However, while the campaign has seen great success, there has been some negative reactions to it. According to the National Organization for Women, "While some people love the campaign, others think it doesn't go far enough in challenging the status quo, and some feel that the ads still rely too heavily on using sex to sell. However, the bottom line is that Dove and Collins have succeeded at getting people to talk about body image and the meaning of beauty." I agree that this one campaign is not enough to change the advertising industry, but at least it is one step in the right direction. All beauty companies should aim to do good work that also makes their audience feel good about themselves.March 2, 2009 at 11:46 AM allison said...
Allison Kershner The Dove campaign for Real Beauty has done a great job of creating attention for its brand. When women are bombarded with advertisements for products which claim to make them beautiful day-in and day-out, a brand needs to do something unique in order to stand out from the pack. According to an article written by Seth Stevenson in an article published in Slate (http://www.slate.com/id/2123659/) the ads receive a short-term grade of “A”. He says that the ads grabbed viewers attention and helped Dove to get a “friend of the everywoman” angel. However, the Dove campaign has been criticized because it is a subsidiary of Unilever, which markets Fair and Lovely, a skin lightening product targeted at dark-skinned women. This product contradicts the image that Dove is trying to promote with its Self-Esteem Fund and real women models. Also, in May 2008, it was exposed in the New Yorker that a photo advertisement from the campaign was digitally manipulated by Pascal Dangin. Dagin is quoted saying, ““Do you know how much retouching was on that?” He asked. “But it was great to do, a challenge, to keep everyone’s skin and faces showing the mileage but not looking unattractive.” This mistake created negative publicity for the campaign and people began to see the ads as fake. (http://www.businessweek.com/the_thread/brandnewday/archives/2008/05/surprise_doves.html) A lesson that can be learned from the Dove Real Beauty campaign is that it is important to market your client and their products in a way that stands out from the pack. But it is even more important to do it ethically. A campaign must never lie to its target audience. When Dove promised that its advertisements had never been touched-up, they should have kept their word.March 2, 2009 at 4:23 PM Katherine said... This comment has been removed by the author. March 2, 2009 at 5:20 PM Katherine said...
Katherine Matz Just like most advertising campaigns, I feel Dove has its good and bad points. Many women feel that the ads were effective because they portrayed “real” women. In reality, they did show women that look different than in most ads, but that is the reason Dove’s ads stood out; they were unique. From a marketing stand point, Dove did an unbelievable job in selling its brand and products. Through the use of marketing research, Dove found that 91% of the women surveyed felt that the media and advertising need to do a better job of representing realistic images of women over 50. Dove used this statistic to create an effective campaign. Ultimately, the message behind Dove’s campaign is positive. It challenges false perceptions of beauty and seeks to help women with self-esteem issues. The campaign probably has had a positive effect on the self-esteem of women all over the world. However, people only see what they are given and have the tendency to ignore what’s below the surface. It was revealed that even the “real” women in the ads were retouched. Also, many people may be supporting Dove, but they are unaware that it is owned by Unilever, who is responsible for the scandalous Axe body spray ads where women are portrayed as sex objects. In the introduction of this case study it was even noted that, “Unilever prides itself on advertising, announcing in 2002 a multi-million dollar advertising alliance with AOL Time Warner.” After reviewing all of the case studies so far, it has come to my attention to be wary of campaigns run by for-profit organizations and corporations. After seeing the campaign, women all over the world believe in the positive aspects Dove’s message. Maybe that’s what Dove was going for, but the authors of the case study informed that initially, “it was a crowded market and Dove wanted to separate itself from the other companies and brands to generate higher sales.” While there may be some good in the messages, it is important to know the ultimate motive behind them.March 2, 2009 at 5:22 PM PSU PR Student said...
Brandon Bernola First of all, these numbers are absolutely ridiculous. 2% of women describe themselves as beautiful. What’s that all about? Women are too hard on themselves. I always hear women say that they don’t dress up and get all pretty to impress guys; they do it to impress girls. This is one reason why I will never truly understand women. I think if women actually cared what guys thought instead of other girls, this world would be a lot less hostile. Guys think girls are beautiful no matter what they do. For instance, I think my girlfriend is prettiest when she first wakes up in the morning. It may sound like I’m joking, but it’s true. And when I tell her that’s when I think she is the prettiest, she get all upset and says, “So I put on make-up and get dressed all nice and try so hard and you think I’m prettiest in the morning? You’re such an asshole Brandon!” However, what she doesn’t realize is that she does all of that stuff for other girls. I could care less if she had a Prada purse or a pair of UGG boots, but it’s pointless to argue about it. Also, the pressure that women receive to look pretty from TV and magazines is ridiculous. They compare themselves to the most beautiful people in the world. It isn’t fair for them because it hurts their feelings and it isn’t fair to guys because it makes the girls all crazy. It is a lose lose situation and I don’t think it is ending any time soon. I found a new study that has now revealed moderately heavy women are more likely to lower the onlooker’s self esteem, contrary to the existing assumption. Looking at thin models has in fact been found to raise a woman’s self esteem. The results of this interesting study can be found in the Journal of Consumer Research. I don’t know how much I believe this study, but I thought it would be interesting to throw in here. However, I really liked this Dove campaign. We looked into in my COMM 205 and I think it is a pretty good idea. Women need to feel good about themselves the way they are and not try to impress anyone. I know that is easier said than done, but I mean it.March 3, 2009 at 8:58 AM Sara Oxfeld said... This comment has been removed by a blog administrator. March 3, 2009 at 11:26 AM PSU PR Student said...
Sara Oxfeld A new New Yorker story about Pascal Dangin, the world's "premier retoucher of fashion photographs," contains this tidbit on Dove's campaign, which ostensibly celebrates authentic, unadulterated womanhood: "It is known that everybody does it, but they protest," Dangin said recently. "The people who complain about retouching are the first to say, 'Get this thing off my arm.' " I mentioned the Dove ad campaign that proudly featured lumpier-than-usual "real women" in their undergarments. It turned out that it was a Dangin job. "Do you know how much retouching was on that?" he asked. "But it was great to do, a challenge, to keep everyone's skin and faces showing the mileage but not looking unattractive." This is something I found interesting when I was researching after I read the case study. I am someone who is definitely influenced by what celebrities eat, drink, and wear as is a large majority of women in today's society. After seeing the DOVE campaign, i applauded their efforts to display real women. However, it was interesting that while these women were larger than the average size celebrity they had no cellulite, no large imperfections. It makes me think that these women had to have been photoshopped. While these women may have in fact be photoshopped...the idea behind the campaign made me go out and buy their products. it makes me wonder, was this there intention or did they really just want to empower women.March 3, 2009 at 11:28 AM PSU PR Student said...
Melanie Loomis It’s impressive that a beauty company such as Dove took the initiative to change societal views towards beauty. As a sophomore, I took an anthropology class and for a large portion of it we studied why beauty trends happen. A lot of time, a society views beauty based on economic standards. In the 1950’s, it was an era coming out of war and food rations. The “Marilyn Monroe” body type (her dress size ranged from a 12-16; deemed fat in today’s society) was viewed as desirable because it showed she had money to buy food. Also, being tan during that era for whites labeled someone as poor because it meant they had to work outdoors in the lower to middle class. Clearly- standards have changed and economics still play a role in why generations view beauty different. Today- tanning among the white population is seen as a luxury because of the current economic condition. Coming off of such economically prosperous years in the 1990’s and plunging into a recession could dramatically change the image of skinny into a person who can’t afford food and is not desirable. In prior years, skinny has been a sign of being able to afford gym memberships and high quality nutritious foods. The body size image is starting to change and I wonder whether it has to do with these beauty industry funded campaigns as a foresight into economic times like this or the campaign itself. A great radio clip to listen to regarding this anthropology viewpoint linking beauty to economics is linked below: http://www.thetakeaway.org/tags/anthropology/ (click on Stephen Dubner’s “Beauty Premium” ½ way down the page)March 3, 2009 at 1:44 PM Kelly McNulty said...
Kelly McNulty I originally liked the angle Dove took on their advertising campaign, and I thought it was really refreshing to see "real" women being portrayed as opposed to models, who most women can't relate to. Like Seth Stevenson wrote in his 2005 article, "hen tush comes to Dove", "Beauty-product marketing has almost always been aspirational: I wish I could look like her … perhaps if I buy this lip gloss, I will! But Dove takes a wildly different approach: That chick in the ad sort of looks like me, and yet she seems really happy and confident … perhaps if I buy this Dove Firming Cream, I'll stop hating myself!" He also made the point that buying Dove products was like casting the vote for curves in advertising. And although women may not dislike themselves and think that Dove products will completely change them, Stevenson did make the point that the campaign does still play on women's insecurities. No, these women may not be stick thin, but they also don't have any cellulite either, so they still don't look like "real" women. I don't know one woman who doesn't have at least a little cellulite, myself included, but you don't see that advertised in the Dove campaign. Ultimately, I think it was great to see different types of women portrayed in the Dove ads, but I don't necessarily think these were "real" women either, and I think their campaign was a smart way to reach out to actual real women in the world and sell a product.March 3, 2009 at 2:47 PM PSU PR Student said...
Brian Heenan First off, as a guy, I obviously have not been exposed to the Dove Beauty campaign as much as women have. Dove obviously targeted women and women's media outlets such as women's magazines, women's stores and advertising on primarily women-viewed TV programs. But like Brandon mentioned, I was shocked to read that only 2% of the women surveyed would consider themselves as beautiful. That is a horrible statistic and it says something about women, as well as how the media portrays them. I think women, without the help from the media, are already way too critical of themselves and their peers. I grew up with two older sisters who stared at themselves and each other in the mirror for hours. No matter what, there was always something wrong. And now, I have to deal with my girlfriend who is even worse than my sisters were. Which makes me wonder if women look in different mirrors than men do? Because I can see the beauty in women all around me, but it seems that they can’t see it at all. But I don’t think women are solely to blame. The media obviously plays a huge role in telling these women what beauty actually is. The standards they set are unreachable. Their definition of beauty is way too specific and narrow. If you’re not tall, skinny, and tan, with great hair, beautiful skin and a sparkling smile…you’re not beautiful in the media’s eyes. Which is why Dove’s Beauty campaign was such a wonderful idea. The goal to make women feel beautiful and boost their self-esteem was necessary in changing societies unrealistic beauty images. The successful campaign has widened beauty’s definition and the 2% of women who felt they were beautiful has certainly seen an increase, and rightfully so. So I hope this trend continues and women can start looking in the same mirror that us men look at.March 3, 2009 at 4:35 PM PSU PR Student said...
Shin Yoshida I knew about the Dove’s Real Beauty Campaign from one of my job application essays that I wrote before. In the essay, I mentioned about the controversy between the Dove and Axe products, which are both made from the same company, Unilever. While Dove aimed for women’s support, Axe was targeted to young men who are seeking a “mating game.” The famous commercials featuring sexually appealing girls rushing eagerly towards a man, who sprays Axe, became a phenomenon in the ad world. The public who viewed the Axe commercials were implemented with a strong image that Axe products would attract the girls irresistibly. At the same time, it created a public image that portrayed women appearing in the Axe commercials as “sexual objects.” (http://www.businessweek.com/magazine/content/07_27/b4041401.htm) The campaign for Axe, like the Dove’s Real Beauty Campaign, was suited perfectly for a certain public audience. However, the problem arose when the public realized that both products were created under the same company. While Dove continued to implement the Campaign for Real Beauty, Axe’s campaign caused disgruntlement by sending an opposite message to the public. I believe that Unilever was able to commit their corporate social responsibility by launching the Real Beauty Campaign. But in the end, it all comes down to the question of whether they were able to increase the sales of Dove beauty products. Since both Dove and Axe are aiming for different target publics, it is inevitable that one side could create a controversial message to the other side. In the case of Axe, the product wasn’t telling the women to become sexually attractive like how they appeared in the commercial. Its main purpose was to provide young men self-esteem by having confidence to interact with women. In my opinion, since both brands are sharing the same value of “self-esteem,” it is important to show respect to each other in their campaign. While Dove gained wide support from their Real Beauty Campaign, Axe should have emphasized “self-esteem” as part of their value in the campaign. Rather than showing sexually appealing women in the commercials, it is preferable if they can add contents that could portray young men’s self-reliance to women at the same time. In this way, both brands could maintain different messages and have mutual value in their campaign at the same time.March 3, 2009 at 4:55 PM Han said...
In a transfigured world where unattainable anorexic silhouettes and wrinkle-free Botox expressions populate our media industry, it is not surprising to hear that some women feel insecure with their image. But, the fact that only 2% of women in our society view themselves as beautiful is truly a disgrace. It just goes to show how materialistic and superficial our modern society has become. After hearing of the efforts of the Dove campaign, I am glad that there is a company out there that has the guts to not only go against the grain of traditional “idealistic” marketing; but more importantly, reach out to its “real” audience. On an ethical note and in my personal opinion, Dove should hands down win a Grammy in the world of corporate social responsibility. Not only have they given women and young girls a boost in self-esteem and pride, but the road to recovery for their confidence has also been ignited. It’s apparent that the campaign has generated much success, increasing sales 700 percent in Europe and in the United States in the first six months. One of the strengths that I’ve noticed about this campaign is Dove’s impeccable approach in researching its target audiences and capitalizing from its results. Since the campaign has been launched, Dove has conducted numerous global and national studies. “The Real Truth About Beauty: A Global Report,” covered an extensive audience evaluating various viewpoints from 3,200 women in 10 different countries; thus, incorporating the global markets. Understanding your demographics can be essential in creating efficient messages, as demonstrated throughout this campaign. Furthermore, I thought Dove took realistic and effective measures in implementing multiple phases of their campaign, targeting both older women and younger girls who visualize themselves as different from the ideal beauty stereotypes.March 3, 2009 at 9:44 PM Michael said...
To risk making myself vulnerable: I don't think the fact that Dove is under the same umbrella as Axe really makes any difference in the message that the Dove "Real Beauty" campaign was delivering. I'll admit… it may seem a little hypocritical that Axe is depicting "beauty" in the complete opposite way as Dove. However, I’d argue that it’s just part of human nature to have a schizophrenic persona. Every single one of us has a different face for every situation. Would you stop watching films about romance if you know that those studios also produced pornography under different names? Smut films are cheap and tasteless and make money. Axe is Unilever’s “smut”. If I were working for Dove, I’d want to make sure that whatever photographers are worked with aren’t loose cannons like Pascal Dangin seems to be. Apparently, almost immediately after Dangin’s comments appeared in the New Yorker, Unilever issued a corrective statement. According to an article on nymag.com, “In a statement from Unilever, Dangin asserts his quote was taken out of context and he did not work on the 2005 Real Women campaign, but only the Pro-Age campaign in 2007, for which he maintained the women's natural beauty. He says he only removed dust and performed color correction.” However, it seems that even if this response is correct, the damage had already been done. The “Real Beauty” campaign will forever be blemished by this claim of airbrushing and computer magic. I am not sure if they’ve already done something like this, but Dove may want to completely re-shoot parts of the Real Beauty campaign or whatever they intend to continue with and make sure that absolutely no “dust removal” or “color correction” is done. Their message is too important to let something like claims of airbrushing discredit it.March 3, 2009 at 10:01 PM Jess said...
Jess Mikula I think Dove's Real Beauty campaign is brilliant. In a market where companies thrive on telling women what products they need to buy in order to attain the unattainable definition of beauty, this company did the exact opposite. Dove researched the female market and used that research to great advantage. They could have easily played into women's insecurities, but they didn't. This campaign is effective. It is refreshing, new and sticky. By taking the non-traditional approach to the image of beauty, Dove created memorable commercials with which its audience can actually identify. The increase in Dove's sales is an excellent indication of that success. They attracted new customers--myself included--with the new campaign. Obviously this one campaign isn't going to change the concept of beauty throughout the entire advertising industry, but it does show progress. More companies should take a step forward to eliminate stereotypes of body image. And it wouldn't hurt if a super model was a size 10/12, either. Nothing is going to change women's perceptions of beauty until a size 2 isn't the ideal. I know the "real" women were still all retouched before the Dove ads were released, and I'd actually be interested to see the original versions. I saw a feature in a women's magazine (I think it was Cosmo, but I don't read religiously enough to remember) that showed celebrities without makeup. I think this should be done more. Humanize the untouchables, and I guarantee more than 2% of women will consider themselves beautiful.March 3, 2009 at 11:13 PM Ellen said...
I think that the most interesting aspect of this campaign is how it does not advertise Dove products. No shampoo or lotion or body wash is explicitly featured. It advertises loving the skin your in and loving yourself for who you are. Hopefully this campaign would lead to a "mutual appreciation" between the customer and the company (which hopefully would lead to sales). Fortunately for Dove, this clearly worked. Not only did Dove product sales increase, but people looked upon the company with increased favor. "Dove is the brand that knows me, that gets that I'm not a supermodel, that loves REAL women." I can clearly remember conversations about these ads and the respect that Dove has for women. Unfortunately, as many have said, Unilever's messages are not consistent. Their Dove ads feature women of all shapes and sizes, yet they still sell sex in Axe ads and still sell skin lighteners. A wider exposure of this information might lead to a serious backlash against Dove because its clear that the ads were created to simply move product (which, of course, is natural). Dove appealed to women's vulnerability with issues of weight and positioned themselves as someone who "gets it." If people are made aware that the campaign was purely profit driven, the company that "gets it" is just another scummy company. Just a thought.March 4, 2009 at 6:55 AM Anonymous said...
There is a wonderful internet series (five episodes, 10-15 minutes each, beautifully shot) that will debut the end of June 2009. It is a dramedy-soap about the lives, loves and challenges faced by four women at various stages of life (ages range from late twenties to fifties). The series embraces many of the same issues celebrated in Dove’s Campaign For Real Beauty”. Check out the promotional trailer at www.chapincirlce.tvJune 16, 2009 at 7:23 PM Hanna said...
The women’s are too much satisfied with the dove campaign. The dove campaign for real beauty started with image of love handled. natural skin care productsSeptember 22, 2009 at 2:13 AM Anonymous said...
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amsterdam podotherapie goslau heeft meer dan twintig jaar praktijkervaring in de behandeling van de meest voorkomende voetklachten. Taal: N/A
PRAKTIJK AMSTERDAM coaching & therapie
fysioplus is dé amsterdamse specialist in fysiotherapie en herstel voor mensen, die actief sporten, met bekkenproblemen of die revalideren na ziekte of blessure.
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runningtherapie is een rustige duurloop waarbij je geen prestatie hoeft te leveren, maar plezier beleeft aan de inspanning. je wordt begeleid en gecoacht door een runningtherapeut.
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welkom op website van: parkeergarage Molenpad molenpad 16 1016 GM Amsterdam telefoon: 020-6235125 fax: 020-5289307 E-mail: garagemolenpad...
Amsterdam Fysio is een grote fysiotherapiepraktijk in Amsterdam Centrum, waar u voor allerlei vormen van therapie terecht kunt, zoals fysiotherapie, manueel therapie, zwangerschapsbegeleiding, kinderfysio, kinesis, acupunctuur en meer.
Als eerstelijnspsycholoog biedt Gladys laagdrempelige psychologische zorg in haar praktijk in Amsterdam.
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stucadoors amsterdam stubowa, stukadoors en afbouwbedrijf in amsterdam heeft een uitstekende service. dit stukadoor en afbouwbedrijf biedt vele diensten.
amsterdam nei therapie: nei is een unieke methode om onverwerkte incidenten, traumas, fysieke en emotionele klachten op een snelle aan te pakken en definitief op te lossen. hiervoor zijn geen lange praatsessies nodig en de cli�nt hoeft niet opnieuw de onverwerkte incidenten te beleven.
natuurgeneeskunde amsterdam : natuurgeneeskundige praktijk chrysoliet te amsterdam en den haag
schoonheidsspecialiste in Amsterdam gespecilaiseerd in wenkbrauwen gezichtsbehandelingen, harsen, epileren, massage, en agenda on line.
amsterdam vuurwerk lauts bijna altijd vuurwerk in voorraad tot de laatste verkoopdag 20.00 uur bethanienstraat 24 bij de nieuwmarkt
Homepage Amsterdamse Schoolnamen.
Kom eens langs in onze een van onze lunchrooms! Elke dag verse broodjes en keuze uit diversen smoothies, fruitdrankjes, groene salades en...
stomerij multi-clean, al 30 jaar een betrouwbaar adres te amsterdam.
free walking route and map the old amsterdam route through the city centre of amsterdam.
Bij deze lichaamsgerichte therapie staan adembeweging, lichaamsbeeld en tonusregulatie centraal.
margriet raaijen is zowel podoloog als podoposturaal therapeut en behandelt iedereen met voetproblemen of klachten die voortvloeien uit het niet goed functioneren van de voeten. bepaalde groepen cliënten vormen een extra punt van aandacht zoals ouderen, diabetici, reumatici, sporters en kinderen. kernwoorden zijn: maatwerk en kwaliteit.
De Reiger Geschiedenis De Jordaan Eerlijk Eten Contact ontwikkeld door EZDG
Op veler verzoek: Woensdag Mosseldag (naast de gewone kaart)
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