Reaffirming the Ideal: A Focus Group Analysis of the Campaign for Real Beauty
Abstract

Abstract:

The following piece is an analysis of the responses of two focus groups, consisting of 12 women between the ages of 23 and 34, to Unilever’s Dove Campaign for Real Beauty. The authors trace the emergence of potential consumers’ interpretations of the concepts real, beauty, feminism, and marketing within the cultural space of advertising and educational campaigns. We end with the cultural implications of the women’s reactions and offer suggestions for future advertisements that seek to challenge dominant beauty advertising standards.