http://www.youtube.com/watch?v=hibyAJOSW8U
I chose this Dove commercial for two reasons, one is that I am a user of their products and secondly, this commercial attracted my attention due to being very interesting and meaningful. Not only does it give an input on what the definition of beauty is to society as a whole, but it goes on to contradict that definition. The position of this advertisement is that females should accept who they are and not try to fit society's perception of beauty because many females in other advertisements are distorted. They are made to look beautiful when in reality, they are just as average as any other females, with blemishes and different shapes and sizes of face. The signifier in this commercial is the advertisement shown of the girl at the beginning of Dove's commercial which signifies society's perception of beauty and perfection.
With this commercial, it is targeted for the a specific identity, that of any female. However, males can also be associated with this advertisement for they also can lack self approval. This advertisement is biased by making one take the position that females are the only ones that lacks self approval.
The music in the background creates the image that the perception of females unto themselves is a drastic and horrific image. The advertisement ultimately creates the idea that females do not accept themselves for how they are and tries to go after the society's perception of beauty, yet they are beautiful how they are already.
I also use Dove products and it was shocking to me to watch this video. Advertisements really do distort true beauty and I would have never guessed the amount of editing that went into her final picture. I agree that the video makes one take the position that females lack self approval. Not only did they speed up the entire transformation, the final product wasn't good enough, so they changed it to what society believes true beauty is.
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