Dove Campaign for Real Beauty

This first text is one from the UK division of Dove. With a stark white background the spatial focus is on the woman. She’s older, and you’re not meant to see her hair, or any clothing to make a judgment about her. Dove’s purpose is to provoke discussion about what is beauty. The linguistics in the advertisement asks: wrinkled or wonderful. This is a very visual advertisement, the viewer is supposed to see this happy woman, and my first judgment is that she’s beautiful. This particular text is used as a way of showing the lack of older women in advertising. This is further suggested by the smaller typeface in the middle “Will society ever accept ‘old’ can be beautiful?” After that there’s a call to the audience to “Join the beauty debate.”