creative brief

Dove Evolution Commercial:
This commercial shows a lady sitting in a chair getting her hair and make up done for a photo shoot. The catch is, after they have dolled her up with a new make over, they take her picture and photo shop it changing her facial features, hair, and bone structure to make the woman look "more beautiful" and perfect. The dove self esteem fund sends a message at the end of the commercial aimed at women and young girls whose perception of beauty is distorted by the photo shopped models in magazines and on billboard advertisements. The commercial advertisement is to encourage people to take part in the Dove Real Beauty Workshops for Girls, taking a stand against the stereotypical images and expectations that are placed upon them to look a certain way.

The ad is talking to young girls and women who are subjected to the expectations and pressures of society to look beautiful and perfect. However, the commercial gives way to the behind the scenes photo editing that the public does not see or realize goes on. This photo editing covers up the flaws that every woman and young adult has, and fixes the model's appearance to look beautiful and perfect. Ironically, both women and men have different flaws about them, however, this commercial pin points the idea that no matter what, women are expected to look a certain way to fit the norm of a narrow and close minded society. The purpose of the ad is to inform the public of this drastic photo editing process which takes place... therefore, one should not believe the pictures they see of these gorgeous popular models because chances are, these pictures are misleading, and the models do not look that flawless in reality. This advertisement stands out because of it's personal subject about the pressures that women face to look a certain way. The advertisement shows us just how much photo editing and work is involved in transforming a once normal picture into something fake and misleading.