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Question #6
Multiple Select
In 2004, Dove launched the Campaign for Real Beauty. Its first ad featured a photo of women of all sizes and shapes in their underwear. The
campaign was huge success. Which of these statements explain why the campaign succeeded? (Select all that apply.)
The image was different from the thin, too perfect models usually seen in beauty ads.
The image implied that female consumers could not be beautiful without Dove products.
The image enabled female consumers to identify with the women in the ads.
The image gave the impression that all the models used Dove products,

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Answer:

  • The image was different from the thin, too perfect models usually seen in beauty ads.
  • The image enabled female consumers to identify with the women in the ads.

Explanation:

Dove's use of women of all sizes and shapes in their underwear was hailed as revolutionary because it was seen as a departure from the thin and perfect models that were often seen in such ads.

These had contributed to the hate that some women felt towards their bodies and Dove's message of body positivity really resonated as women were able to identify with the women in the ads unlike the previously 'perfect' models that had been used.

The result was a massive success as body positivity messages and campaigns were started and Dove benefitted from these in no small way by becoming one of Unilever's biggest brands.

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