This 2013 advertisement is a follow-up to Dove's iconic "Real Beauty" campaign, which aimed to promote a positive body image by celebrating women's bodies of all shapes, sizes, ages, and colors. In past advertisements, the Unilever-owned personal care brand demonstrated how drastically a photo can be transformed with Photoshop. In this ad, Dove attempts to "raise the stakes" of the Real Beauty campaign "by speaking directly with those responsible for manipulating our perceptions" - art directors, graphic designers, and photo retouchers.
This 2015 advertisement for working wear clothing retailer Duluth Trading Company features Nora, a rancher, performing her everyday work and activities while a voiceover states, “I’m not some doll with pretty blue eyes, shining blond hair, and cute little everything. And a perfect car, and a perfect house, and a perfect blouse. Nope, I’m no doll. Just like he’s no pretty little pony.” With each statement, Nora is shown demonstrating a rancher’s version of these stereotypically valued feminine traits, such as removing work goggles over her blue eyes, wearing the company’s clothing and work gloves while loading up a pickup truck with lumber, decorating the ranch house with a head of antlers, chopping down a tree with an axe, carrying barbed wire, and working with her horse. The ad ends with the message, “Duluth Trading. Highly capable clothing.”
This 2010 ad for Armani Jeans features model/actress Megan Fox and Portuguese soccer star Ronaldo. Shot as a short black-and-white style film, Ronaldo plays a room service attendant in an expensive hotel. He knocks on Fox’s door, and she answers wearing only lingerie and a silk gown. While he sets up the food tray in her room, she gets dressed in an adjoining room which is visible through a mirror. Several camera shots linger on Fox’s waist in her tight jeans, while Ronaldo looks increasingly curious and flustered as she dresses. When, fully clothed, she re-emerges and offers him a tip. He refuses the money, but says “Thank you very much.”
This 2006 commercial is part of the Dove Campaign for Real Beauty, and demonstrates a woman’s appearance undergoing a major transformation in order to become suitable for a billboard advertising makeup. In the clip, we witness the makeup application, hair styling, light-engineering, airbrushing and photo-shopping that ultimately culminate in a billboard bearing little resemblance to the original woman’s appearance. The clip and its tagline – “No wonder our perception of beauty is distorted” – function to critique the beauty industry and the unrealistic standards for appearance it imposes on women and girls.