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Dove Real Beauty Case Study

Dove Real Beauty Case Study. By Samantha Emerine. Facts. Was called the campaign for real beauty Features “real women” with “real beauty” Questioned what “real beauty” is Involved ads and public service announcements. Real Beauty Ad.

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Dove Real Beauty Case Study

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  1. Dove Real Beauty Case Study By Samantha Emerine

  2. Facts Was called the campaign for real beauty Features “real women” with “real beauty” Questioned what “real beauty” is Involved ads and public service announcements.

  3. Real Beauty Ad http://www.youtube.com/watch?v=iYhCn0jf46U&feature=related

  4. Ethical Issue Is it ethical for a company to use a customers insecurities to sell a product?

  5. Principles • “Real beauty” • The Media’s portrayal of beauty • Public Awareness • Consumerism • Credibility

  6. Competing Principles “Real” vs. Media Beauty Awareness vs. Consumerism Is it more important to promote a health sense of beauty in women or to sell a product? • Does the concept of “real beauty” or the media’s portrayal of beauty resonates with women more?

  7. External Factors • Societies concept of beauty • High number of eating disorders in women • Low self-esteem in women • A company needs to make money. • Criticism of advertising

  8. Individual conscience • Do you feel the campaign is helpful or harmful to women? • Financial Supporters • Are other companies going to pull their advertising because they dislike Dove’s ads? • Objects of moral judgment • The women who are buying Dove • Professional colleagues • Will these ads reflect badly on other cosmetics companies and advertising as a whole? • The institution • Do these ads help or hurt Dove as a company? • Society • In the long run are these ads good for societies idea of beauty? Duties to Various Parties

  9. Ethical Theories Deontological Teleological Utilitarian: The greatest good would be to continue the campaign for real beauty. or The greatest good would be to stop the campaign for real beauty because it exploits women's insecurities in order to sell a product. • As a company do you have a duty to your bottom line or • As a company your duty is to the betterment of society.

  10. Aristotle’s Golden Mean • The middle way would be for Dove to continue to make informative public awareness ads but refrain from using their real beauty campaign to sell cosmetic products.

  11. My decision would be to keep running the dove ads because of the utilitarian reason that the greatest good would be served by continuing the ads. Decision

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