Weight Does Not Define Beauty
Who created this message?
This is an ad campaign by Dove. Dove made a series of ads in 2022 which focus on stories of women who doesn't necessarily fit into media's, or our society's, typical standards of beauty.
What creative techniques are used to attract my attention?
By placing Pennie in the middle of a big empty room, it gives the sense of her being alone. There is nothing comforting or homey about her surroundings. It is a large space that feels rather cold. The music in the background is quite sad, which sets the tone for the ad.
How might different people interpret this message differently than me?
I might have a slight bias in how I interpret this message because Pennie is the daughter of two of my closest friends. I happen to know that Pennie is one of the most kind and giving people I have ever had the chance to know. I think that this ad might be interpreted, by some, that Pennie is an unhappy person. In fact, it is quite the opposite. She is a sophomore in college who is social and upbeat. She has turned the hatred that has been directed towards her into being the hero for the underdog. As she says, it has made her more empathetic to others. Our society still judges books by their covers, so I think many will view Pennie as unattractive or blame her for her weight, but the truth is she is actually quite comfortable in her skin.
What viewpoints or world views are included or left out of this message?
As phrased in this ad, "toxic beauty standards" are taking a toll on the young girls in our society. Although some ads are getting better at portraying varying body types, most ads still elude to a beautiful body being thin.
Dove focused their ad campaign on young women, but I am quite certain that boys, and men, feel the same negativity for being overweight. There are very few overweight men shown in ads, and as Pennie points out, they are usually the funny sidekicks in shows and not the main character.
Why is this message being sent?
It is imperative that people realize how much their comments, and actions, hurt people of varying body types, especially young people. This message is a wake up call to the public that beauty comes in many different forms. Pennie's story drives home the point that media, especially social media, gives a platform that can ruin the self-esteem of young people. The slogan at the end, "Together we can end appearance hate" clearly states the message and the intention of this ad.