Gender and Society Marketing and Research Paper

Excerpt from Research Paper :

It is thought that the current culture takes power away from women by holding them hostage to an unachievable beauty epitome. The multi-billion dollar beauty business often relies on a strong importance on the worth of attractiveness and looks for women, because this supports a utilization centered culture in which the response for any trouble can be attained by buying goods for improving one's look (Spettigue and Henderson, 2004).

Recently that has been a movement to get away from this traditional line of thinking when it comes to beauty and ideal body image. Two examples of this can be seen in Special K. And Dove commercials. Special K. has in modern years directed at women with its Special K. Challenge. This campaign endorses substituting two daily meals with cereal and limiting snacking in order to shed up to six pounds in two weeks. The acceptance of the plan has led the brand to increase to nine flavors and develop non-cereal products like frozen waffles, protein bars, crackers, shakes and powdered drink mixes that can be replaced for cereal at meals or eaten as the two daily snacks that the plan allows (Newman, 2010).

Even with all of the different products that they now have to sell, the new sequence of Special K. advertisements contains none of them. Just like in the Dove Campaign for Real Beauty that was started in 2004 that highlighted curvy women, the new Special K. ads likewise star women who are not an unrealistic and unachievable image of faultlessness. In the past, Special K. shown women more in terms of their achievement at the end, but the objective of these ads is just to get women to proclaim their image. The current campaign contains six ads that feature women whom the company came across while conducting customer exploration describing fitness objectives (Newman, 2010).

Dove's Campaign for Real Beauty features six genuine women ranging from size six to fourteen showing them wearing simply bras, panties and big smiles on commercials and advertisements across the country. It is their acceptance that beauty comes in dissimilar shapes, sizes and ages. Their task is to make more women feel attractive every day by broadening the description of attractiveness. These advertisements are designed to sell goods from Dove's firming assortment which is made up of lotions and creams that are meant to decrease the appearance of cellulite (Dove ads with 'real' women get attention, 2005).

Several people find it odd that the advertisements aim to yield from enlightening the same curves the campaign revels, but those involved with the campaign say they are hearing from women and some men who are enormous supporters. They have had some women who have said that they are struggling with anorexia and they say they keep a picture of the Special K. women on the refrigerator, as a reminder, that these women are typical and attractive and they can be regular and attractive. They are saying to them they want them to take care of themselves while taking care of their attractiveness. That's very dissimilar from conveying them the communication to look like something that they are not. While it isn't the first time that curvy women have been portrayed in ads, the campaign has gathered the consideration of counselors and social workers who deal with eating disorders and other body image matters, along with those in the commerce of selling goods. Doves competitors will have to watch very judiciously in order to see if they did tap into something good (Dove ads with 'real' women get attention, 2005).

Works Cited

"Dove ads with 'real' women get attention." 2005, viewed 21 December 2010,



Harrison, Gail, Juric, Biljana and Cornwell, T. Bettina. 2009. "The Relationship of Advertising

Model Attractiveness and Body Satisfaction to Intention to Purchase an Exercise

Product," viewed 21 December 2010,



Newman, Andrew Adam. 2010. "Pitching a Product, Without Showing it," viewed 21

December 2010, <

http://www.nytimes.com/2010/01/05/business/media/05adco.html?_r=1>

Spettigue, Wendy and Henderson, Katherine a. 2004. "Eating Disorders and the Role of the Media," viewed 21 December 2010,

Sources Used in Document:

Works Cited

"Dove ads with 'real' women get attention." 2005, viewed 21 December 2010,



Harrison, Gail, Juric, Biljana and Cornwell, T. Bettina. 2009. "The Relationship of Advertising

Model Attractiveness and Body Satisfaction to Intention to Purchase an Exercise

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