Dove Real Beauty Commercial
http://www.youtube.com/watch?v=iYhCn0jf46U
This commercial encapsulates Dove's entire campaign/motto in only a minute and fifteen seconds. From a rhetorical standpoint, the commercial is full of juxtaposition and appeals. The commercial, created by Dove which is a personal care brand, is targeting women, but specifically, women who have ever felt insecure about themselves. Given that insecurities and self-esteem struggles are extremely common among women of all ages, this commercial targets women as a whole. The commercial appeals to its audience by juxtaposing real vs. fake, and "beautiful" vs. "ugly." The video shows the transformation of a woman into a supermodel using tons of makeup and photo-shop, which shows how skewed our perception of beauty is. Doves main purpose is to show women all around the world that being beautiful does not require looking like those on a magazine, because, in fact, those women on the magazines are so edited and transformed that it's not even real anymore. In my opinion, I think that the use of juxtaposition and appeals makes the commercial all the more empowering and influential. The creators of the advertisement definitely did a good job targeting a specific audience, and making that specific audience buy-in to their brad.
Rhetorical Devices:
Juxtaposition
Audience
Appeals
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