Jennifer Millard’s Performing beauty: Dove’s “Real Beauty” run was made to carry on a survey on the consequences of the company Dove’s Real Beauty Campaign onto it’s targeted audience. adult females. Throughout the survey Jennifer Millard explains that Dove’s Real Beauty Campaign is a series of advertizements in magazines and commercials that promotes and empowers beauty for every adult females. no affair what other media mercantile establishments says. Millard uses focal point groups and interviews with 16 Canadian adult females to look into the sentiments ; with ages runing from 15 to 59 old ages old. Within the survey. I found two chief subjects within Millard’s article. which will be discussed and reflected on how it contributed to her survey.
The first subject I found rather interesting in Millard’s survey was how she was linking her definition of beauty towards a symbolic interactionist position by explicating how it is the civilization and society that determines which characteristics would be deemed as beautiful or non. I slightly disagree with Millard’s connexion because while the media mercantile establishments to society what they should and should non be. most of the content was created by the mercantile establishments themselves with their sentiments of what society should be. While the society may hold certain sentiments on these subjects. the media elaborates on the sentiments society has and makes them more negative and demanding so they really are.
For illustration. in Millard’s survey she shows the participants an advertizement from the Dove Real Beauty Campaign of a bare. fleshy. middle-aged African American adult female. After seeing many of the other Real Beauty Campaigns. this was the first advertizement that got a negative reaction from one of the focal point groups. “Sasha: Sometimes I’m like electronic warfare. I wonder why is this even in here? Like all these Dove 1s. there is old wrinkled lady. Her legs are like this and you can’t see any- thing and it’s like why is she in here?
Monica: She’s naked and like oh no! ” ( Millard 164 ) From these reactions that came from the youngest elderly focal point group. it reflects the negative attitude sing nakedness the media has created against fleshy. colored adult females. The general. society-made sentiment on nakedness is that it is an act to be seen non in the public oculus. but in a private scene. The media has taken that sentiment of nakedness and subjected it to doing it more tolerable in public ( in certain movies or advertizements ) but merely if the people who are naked are deemed beautiful plenty. An statement that can be made against my point is that merely one of the focal point groups in Jennifer Millard’s survey had a negative reaction to the advertizement.
The focal point group that reacted negatively to the advertizement besides happened to be the focal point group with the youngest adult females in the group. Their reaction can be explained because they have non had a long experience with “out of the norm” advertizements and are used to seeing advertizements with a more negative message within them. compared to the other and more experient focal point groups. Besides. the adult females in the other elderly focal point groups can break associate to the model’s “imperfections” compared to the younger focal point group. Millard explained in her article that specific advertizement was Dove’s boldest one in the survey. and expected that it will do stronger reactions compared to the other run advertisements the focal point groups would be seeing.
Another subject that I found when reading Jennifer Millard’s article was the thought of privilege that the media creates within the desire of beauty. By being classified as beautiful in society. the media creates a displacement in power that merely beautiful people can hold and reenforce the power within bulk groups in the society. “In Western civilization. those with beautiful organic structures and faces “get more” out of life because beauty is extremely valued ( Black 2004 ) . Beautiful people are viewed as more intelligent. powerful. healthy. and of higher category than the multitudes of regular Joes and Janes ( Plous and Neptune 1997 ) . ” ( Millard 150 ) . To do certain this thought of privilege gets reinforced. and non every individual can be classified with is privilege. the media has created utmost outlooks that are really hard for a adult female to to the full accomplish every demand. These outlooks range from being tall and holding a slender organic structure. long. glistening hair. clear tegument. and voguish. expensive apparels.
These outlooks creates a signifier of privilege within society. that the little per centum of people who have all those qualities are classified right will all the benefits and advantages. I decidedly agree with Millard’s on this issue because everyone who is non classified as beautiful has seen this signifier of privilege in the media. By looking at a tabloid magazine or by watching telecasting. the privilege of beautiful is frequently flashed into the eyes of the less worthy. non-beautiful bulk. Award shows is a obvious illustration of this privilege. Here celebrated and normally beautiful people gather and go to a excessive dark of imbibing and jubilation. and accompanied by 1000s of dollars worth of jewelry and vesture on their organic structures. Throughout their run. Dove promotes equality of beauty between all groups of adult females. no affair their size. form or age.
With their run message. they are trying to extinguish the privilege that lone adult females classified as beautiful deserve. Equally positive as this run is. at the terminal of the twenty-four hours Dove is a company seeking to do a net income. Alternatively of the usual sort of advertisement with the message that their merchandise will do the adult female who buys it more beautiful ; they province that every adult females is already beautiful. and they can encompass their beauty by purchasing a dove related merchandise. From publicizing with this point of position. Dove is presuming that no adult females knows their true beauty. and will ne’er see it unless they buy their merchandises. When looking at that point of view Dove is saying. it can be seen as piquing towards any adult female who is already confident in their beauty and self-image.
In decision. while the Dove Real Beauty Campaign is surely non the lone solution towards altering the position of beauty in the media. Jennifer Millard’s survey discusses the many pros and cons the run offers towards adult females in a just affair. Millard besides presents the subjects of a symbolic interactionist position and of privilege that help benefits the Real Beauty Campaign which in clip. creates more positive content within the media.
Millard. Jennifer. “Dove’s “Real Beauty” Campaign. ” University of California Press ( 2009 ) : n. pag. JSTOR. University of California Press. Web. 5 Feb. 2013.