Dove's campaign started in 2004 with a series of advertisements created to encourage discussion of beauty. The original message of Campaign for Beauty has morphed into a new vision for Dove title: Movement for Self-Esteem. With only a startling 4% of women in the world considering that they are beautiful, Dove's efforts acknowledge the pressures for beauty and the effect it has on a young girl's self esteem.
All of the advertisements you are about to see are Dove's way of addressing the pressures that women of all ages go through. The audience is primarily women, though the age differs through the advertisements. Each uses different strategies to get Dove's message across. The rhetorical situation for each is similar as well. The advertisements are messages to women that beauty isn't always blond and blue eyed. Giving women a different role model through the images - while the self-image of women is challenged in so many ways through modern advertising, Dove has taken a stance against the common genre conventions for advertising featuring women.
