Dove's campaign to make every woman feel beautiful in their own skin



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Choose Beautiful

Background Information
A recent video was released by Dove to show empowerment towards women. Fortune added on, “The new campaign centers women in five global cities being offered the option to enter a building through either of two doors: one labeled “beautiful,” the other “average.” Most women walk through the “average” door. But soon, amid swelling keyboards, their gaits grow more confident and their faces glow as a procession of them the beaming woman with her daughter, the young woman in a wheelchair warm to the inspiring possibilities for those who #ChooseBeautiful” (Chumsky, 2015).
Technique Used
Activate Emotion
This is propaganda because
This Dove commercial can be seen as modern propaganda. The positive and awakening energy the video expresses make women feel beautiful in their own skin. It boosted confidence for the individuals in the production and viewers creating a beneficial way to spread ideas through the media.. The social experiment was a perfect way to tie in consumers and have Dove be a consistent competitor for other companies just like them. By having personable examples in the video such as, a child and a disabled individual made the video more memorable and meaningful. This type of propaganda dictates to forget about societal expectations of beauty and become your own kind of beautiful.


  1. user-avatar
    Fri, 03/06/2020 - 23:06
    I agree that this is positive propaganda, and it has been created for viewers from all over the world. The version for Indonesia has 384,000 views:

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