Dove has recently begun a new campaign to make women feel more beautiful and empowered. Their new ads focus on women in their natural state of beauty: a little bit of weight, no makeup, and baring their flaws to the world. In most of their ads, the women portrayed are wearing nothing but white underwear and tank tops, showing off most of their bodies. This particular type of advertising is the perfect way to not only share body positivity among females, but it also is a great way to sell a product. 

In this particular ad, Dove is trying to sell their new Firming Products. The women in this ad are all in nothing but white underwear, which is the first thing that draws attention to the ad. All of the women are different physical sizes, yet all wearing the same exact thing. The simplicity of this ad makes the viewer stop and actually see what is going on. All of these women seem confident in their bodies, by the way they are posed and what they are wearing, plus they are showing off just the right parts of their body to prove that the Firming Product really works  on their skin. 

The women posing for this product are the center of the ad. They are leaning against each other as they laugh and smile. The text for this ad says “Curvy thighs, bigger bums, rounder stomachs. What better way to test our firming range?” (Dove) which is basically saying that the bodies these women have are perfect to test out their products. They are wanting to encourage women to love their bodies no matter what the size, instead of presenting women with only           one body figure. The goal is to get women to look at their ads and see themselves in those models which in turn will make them want to buy the products that are being sold to them. The product that Dove is trying to sell is pictured in the lower half corner of the ad, small yet visible. The placement doesn’t take away from the core of the ad, but it is still there so that people know what the products look like. 

The images that are shown in this ad are all taken professionally which gives them a look of being more realistic. You can tell that they are modelling by the way their bodies are posed and how they are in mid-laugh or smiling. The models are all women who appear to be middle-aged. They are all dressed in white clothing, which shows off certain parts of their bodies that the product they are trying to sell  would be working on. They are not all one race, rather there are multiple women of color pictured.  The picture is taken in a way that their full bodies are shown, which is important for the ad.  Since the goal is to show off all of the women’s bodies, the picture is taken further away. The way this image is portrayed is very important to not only show how and where the product works, but it also helps their campaign by showing women that             are confident in their own skin and standing among others in solidarity. 

The background of the ad is simply white with no other colors or objects. With the background being a solid color, it makes the women in the picture stand out more and the text. The color that is primarily used is white, which symbolizes many things. White normally stands for purity and the campaign could be using that color as a way to show that the women are pure in body, such as they are not wearing makeup or using harsh chemicals on their bodies since it is implied they are using Dove. The color is only applied onto the women’s bodies which makes their skin tones stand out that much more considering they are wearing all white and standing in front of a white background. This could also play into their campaign of making women feel more beautiful by putting emphasis on the different skin colors that are present. The color white is one that is predominantly associated with purity, which helps with their campaign of making women feel good about themselves without having to cake on lots of products, in a way making                them “pure”. 

Focusing now on the rhetorical appeals used throughout this ad, there aren’t that many. This ad’s approach is simplicity so overall there is very little happening. However, when looking close enough, the audience can decipher logos and pathos. The logos in this ad is focused in the text which, while making women feel better about their bodies, also helps explain why those certain models help sell that specific product. The pathos in this ad is everywhere, from the way the models look, to the campaign in total. This campaign is making women everywhere feel something and see themselves in these ads and making them feel comfortable in their own           skin. 

Dove has created multiple ads in their campaign to make women more aware of their physical, all natural beauty. This ad specifically is one that helps make women feel more empowered while still selling their product. The way they have the models dressed in nothing but their underwear and tank tops, yet they still look comfortable with their bodies, makes other women feel more comfortable with their own. The product that they are trying to sell is one that many women may want to purchase, a natural way to firm their skin without having to go about getting unnessecary procedures done onto their bodies. In the end, Dove has created an ad that sells their products while also creating a campaign that empowers women to love their bodies. 
