How Are Ideas About Female Beauty Presented in ‘this Girl Can’ and the ‘dove Real Beauty’ E-Media Advertising Campaigns?

How are ideas about female beauty presented in ‘This Girl Can’ and the ‘Dove Real Beauty’ e-media advertising campaigns?

Both campaigns show female beauty in a new light, that don’t conform to hegemonic beliefs.

The ‘This Girl Can’ adverts was created to stop judgment of women in exercise and sport. They have done this by creating a cross media campaign of different sized and aged women doing exercise.

The ‘This Girl Can’ website homepage shows a large image that covers all of the page. In the middle of the image is of a woman. She has her hair all tied up in a bun, and is wearing a blue tank top. She is not represented as typical beautiful women (hair long and curled, make up done ect) which shows women that they do not have to conform to these hegemonic beliefs. We cannot see much detail of the woman because the logo is in front of her, which shows the logo is more important for advertising the campaign. On the right-hand side of the picture there is a woman wearing a pink sports bra and red shorts, this shows off her stomach which is not tonned, so it is a countertype. All of the woman on the picture are dancing which shows it is an exercise class.

This shows women another body type and realistic body in the media, it provides women an alternative healthier body image to aspire to rather than anorexic models we see in the media. Naomi Wolf says that women ‘would rather lose ten to fifteen pounds than achieve any other goal’ (Wolf 1991, p.10,) showing that women want to have this ‘perfect’ body image and so sports to have these results. Which has created a hegemonic belief that for women the main goal in life is to be beautiful. The ‘This Girl Can’ is trying to supress this belief

The ‘Dove Beauty’ campaign was to change beauty as a source of confidence not anxiety. They have done this by using different sized models. They