Business Research Methods UO5115C
Hemis Number: 440759
Degree: Marketing BA (Hons)
Seminar Tutor: Kajal Sharma
How has Dove’s Marketing Campaign “Real Beauty” affected how women perceive themselves compared to celebrity women in the media today?
The aim of this research is to investigate how women feel about themselves and their body images since Dove’s marketing campaign “Real Beauty”. Women in the media are perceived a certain way and since the marketing campaign have ordinary women changed their opinions on how they see celebrities.
Rationale and Research Questions
81% of women in the United States agree that “…the media and advertising set an unrealistic standard of beauty that most women can never achieve”. Body confidence has been a serious issue with women due to how women celebrities look in magazines. Perfect skin, flawless and slim is seen as a way all women are expected to look, but a majority of this is down to airbrushing and advanced computer technology. (2004) Dove created a marketing campaign to show women they can be happy no matter what size they are, and have taught women of all ages that women in the media have an easier access to tools to make them look a certain way, and they should not feel the need to conform to this. For this research, a more in depth analysis of how women feel and what their thoughts are on “what they feel is beautiful” will show if Dove’s campaign has achieved and helped women with their insecurities. Research questions are needed to ensure that the research undertaken fulfils every question and is therefore thorough.
1. How do women feel about their body image?
2. How has the Dove marketing campaign “Real Beauty” changed women’s opinions on celebrities?
3. What can further be done to help women and their self
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