The Ideal of Beauty
Marketing of cosmetics or fashion good requires using images of the most attractive and beautiful women. The industry spends many resources in searching and developing these images.
As a result, the ideal image of woman became absolutely unachievable.
• Real women may be quite unhappy that they never will be any close to this ideal.
• Real men may undervalue real women and be also unhappy.
Case: Dove vs. L`Oreal Real Beauty Campaign
In 2004 one of the leading cosmetics producer Dove company launched the Real Beauty campaign to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with themselves.
Dove produced a series of advertisements, videos, workshops, and other events promoting this idea.
The campaign was aimed against traditional producers like L`Oreal who for many years developed and promoted “unrealistic” concepts of beauty.
Look both type of advertising and discuss what could be a solution to this ethical dilemma…
L`Oreal: Infallible Lips
Watch on
L`Oreal:
|
