Dove: Campaign for True Beauty


In this paper I am going to begin by examining the use of ethos, pathos, mythos, and visual persuasion in the advertisements used in the television and magazine campaign as well as on the website Dove has created to go along with this campaign. Then, I will demonstrate how this campaign is not substantially different from the legacy of beauty product advertising which have promoted a typically unrealistic and often harmful ideal of perfection. Despite Doves’ attempt at promoting a new, more modern image of beauty, they are still reinforcing an ideology of beauty: that one is never quite good enough, and no matter what, there is something about them that they could improve upon or need to change. Although Dove is claiming to support women of all shapes and sizes, they are still promoting beauty enhancement products telling women that they can still change and improve their bodies, which in effect is a contradiction. Dove may perhaps have good intentions, but it comes down to the fact that you just cannot sell “beauty” products- as opposed to bath products without exploiting women’s insecurities in some way.

Document Type


Student Type


Department, Program, or Center

Department of Communication (CLA)


RIT – Main Campus

Publication Date



Twenty-Sixth Kearse Distinguished Lecture Awards Recipient (2006)

Award in Communications

Faculty Sponsor: Jeffrey Murray

College: Liberal Arts

Program: Advertising & Public Relations

Course: Persuasion

Professor: Jeffrey Murray

The Kearse awards recognize students who have written the most outstanding research papers or projects in areas of study in the College of Liberal Arts. There is one faculty-nominated awardee from each COLA department. Henry J. and Mary Geirin Kearse, lifelong advocates of education, endowed the award.

Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works in February 2013.

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