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Throughout this advert there are many colours used. From one persons outfit to the scenery around them, many colours have been used. I noticed throughout the advert a colour prominently used was red. The entire boxing ring was red, a girls lipstick that she was wearing was red and another female was wearing a long red skirt. Red is quite a powerful colour, I feel it represents confidence, feeling sexy and being fierce. All the ladies in the advert are showing those traits throughout the entire video, bringing confidence and letting the audience know that the love who they are and the do not need societies approval.
the colours used in the mis en scene are quite earthy and neutral. I feel this creative decision has been made so the attention doesn't take away from what the females are saying throughout the video as it's an important message. Colours such as browns and various greens represent earth and equality amongst each other. Lastly, each female is wearing different colours in her outfit. Personally, I do not think the colours of each females outfit is important in this advert. I think expressing that females can dress differently whether that be jeans and a t-shirt or a long skirt, in any choice of colour is what is important.

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The advert includes a range of different women from different places hence the different accents, the advert is trying to portray to the audience that no matter where yo come from or who you are, appearance and image shouldn't define you. The voice overs throughout the advert are said very clearly and precisely. Everything said is done at a slow, calm pace so the audience can listen to everything that is being said. This is a juxtaposition to the camera work of the advert, the camera work is fast pace and many quick cuts are used to show each women. I think Dove have decided to make this creative choice as the whole campaign is to show that it doesn't matter how somebody looks, its about being heard and being beautiful is about doing it on your own terms. Synchronous sound is used throughout the advert for impact. It is specifically used when the one of the women is training for a boxing match, the sound of her gloves hitting a certain point gets increasingly louder. Lastly, each woman featured in the advert says "My Beauty, my say". This is repeated by each woman, and the pace builds up towards the end of the video. I think this is to show emphasis on what the campaign is about rather than focus on what the females look like throughout the video using a simple sentences that they can all relate to rather than a explanation on why you should feel sorry for them is what the audience can really relate to.

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In this advert many close ups and mid close ups have been used with the  women looking directly into the camera. When the women are talking directly into the camera this shows a direct mode of address. This is so the women on screen can connect with the audience on a personal level (e.g the point of view shot). When the women are talking directly to camera they are showing they are not afraid to stand up and express themselves whether it is considered "feminine" or not. The advert includes many quick cuts when showing each women. This  can be used to convey a lot of information very quickly, or to imply either energy or chaos. The advert also picks up a lot of the scenery surrounding each woman .e.g boxing ring, office, streets. This is to show that no matter where the women are whether they are at home or in their work environment they should be accepted for who they are no matter how they dress, look or their job occupation.

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Another example of this is with another of breaking gender stereotypes throughout this advert with another woman they use, this woman has an afro. She also explains that she was born wit her hair looking a particular way and its not like everyone else is. I think Dove have included something like this in there campaign to show and express how every woman is different if that be what job role she does, hair colour or type or what body shape she is.

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This advert is about challenging beauty stereotypes in the modern world. The advert is using all women in different job roles and hobbies. For example, the advert starts with a woman in a boxing gym - she is placed in a boxing ring. This is immediately showing the objective if the advert as you usually see men inside a boxing ring, not women. The colours used in this particular scene stand out to me. The boxing ring is red which I feel is a good use of colour as the use of the red stands out and is a prominent strong colour which can portray blood, strength and anger towards the stereotype this person is having to conform to. In this particular scene, the woman they have used hair colour is blonde. Personally, I think this is another way of breaking a stereotype of blonde women who are usually know if being silly and ditsy. In this advert, you see a young blonde woman in a boxing ring training and getting ready to fight, or in this case getting ready to fight for what she believes in.

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These are the codes the dove campaign have to abide by;

incites, advocates, or expresses pornography, nudity, obscenity, vulgarity, profanity, hatred, bigotry, racism, or gratuitous violence.

misrepresents the source of anything you post, including impersonation of another individual or entity.

provides or create links to external sites that violate this Code of Conduct.

is intended to harm or exploit minors in any way.

invades anyone's privacy by attempting to harvest, collect, store, or publish private or personally identifiable information, such as passwords, account information, credit card numbers, addresses, or other contact information without their foreknowledge and willing consent.

is illegal or violates any local and national laws that apply to your location; including but not limited to child pornography, illegal drugs, copyright material and intellectual property not belonging to you.

is intended to threaten, stalk, defame, defraud, degrade, victimise, or intimidate an individual or group of individuals for any reason; including on the basis of age, gender, disability, ethnicity, sexual orientation, race, or religion; or to incite or encourage any one else to do so.

intends to harm or disrupt another user's computer or would allow others to illegally access software or bypass security on Web sites, or servers, including but not limited to spamming.

attempts to impersonate a Unilever employee, agent, manager, host, another user, or any other person though any means.

Dove must follow all of the codes above, if there are any violations of the Code of Conduct may result in the termination of access to services or deletion of content without notice.

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In the video below we see various women taking beauty into there own hands and choosing if they feel like a beautiful woman no matter wha they look like, this is another way of expressing that beauty is not just what is on show, it's within.

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The Dove #SpeakBeautiful Effect | See the impact of your words online

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On Instagram and Twitter, Dove has created the "speakbeautiful" hashtag where people can share positive comments about themselves and others online. This is to challenge the body shammers that unfortunately infiltrate so much of our media today. Dove is empowering women to believe in themselves, believe that they are beautiful, and share it no matter what race, size or age you are.

The company creates a deep and meaningful connection with its customers and social media audience which is the most popular form of communication within the younger generation today so that Dove customers feel respected and encouraged by the brand. This generates brand loyalty and encourages people to market the products amongst friends and family; growing the Dove using population at a low cost to the company.

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The video below shows Dove targeting and challenging the youth to show that how you look, how you came into this world is already good enough, and that you do not need to change because some else looks a certain way. Each and every chid is individual and different for a reason.

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Comercial da Dove veiculada no Super Bowl e que fala sobre a recuperação da auto-estima das crianças que a empresa está promovendo pela Fundação Dove de Auto-Estima nos EUA.

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The video below shows Dove expressing that strong self-esteem is at the heart of feeling beautiful and that the generation perception of 'beauty' should be looked at differently.

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"No wonder our perception of beauty is distorted. Take part in the Dove Real Beauty Workshops for Girls." Dove believes that strong self-esteem is at the heart of feeling beautiful. Women who are truly beautiful feel good about themselves. They are unlikely to feel insecure, compare themselves to others or believe people who put them down.

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Dove's initial mission is to ensure that the next generation grows up enjoying a positive relationship with the way they look – helping young people raise their self-esteem and realise their full potential. This also informs people and parents about how to advice to help young people form healthy friendships, overcome body image issues and be their best version of themselves.

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Dove Legacy | A girl’s beauty confidence starts with you… (3mins)

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In 2004, Dove launched a project named the Self esteem fund. This is where Dove work closely with leading experts in the area of body image to develop evidence based tools. Targeting adults and teens, Dove have reached over 20 million young people with self-esteem education so far building relationships with parents,mentors, teachers, and youth leaders to build positive outlook on body confidence.  Dove launched a series of commercials to go with this project which target the way young males and females see themselves and how important it is to build the confidence of your own self image at a young age.

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This next image shows an older woman smiling even though she is no longer a youthful looking female. This again is Dove appealing to all different types of audience young or older, to show any one can use their products no matter what age or how you look. The message on this image is that you do not have to look like a runway model  to be apart of the Dove community.

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In Dove's real beauty campaign this shows an image of a women who you wouldn't nor ally see on a billboard for a big brand such a s Dove, this is Dove's way of breaking the stereotypes on how people should look to be considered as beautiful.  The message is that real beauty can be found on the inside and that everybody deserves to feel beautiful when using Dove products everyday.

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This ad is part of Dove's "Pro-age" campaign, and it was banned in the US for showing too much skin.

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For example, the advert below is targeted at younger girls saying they want to look a certain type of way, Dove is portraying that even from a young ages girls want to change the way they look and that we should give them confidence and make them embrace themselves first instead of others.

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Dove Change One Thing | How our girls see themselves

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Ofcom is the communications regulator in the UK. This means they controls what they are allowed to show on television at certain times for particular viewers for more mature content . Ofcom regulate the TV, radio and video-on-demand sectors, fixed-line telecoms, mobiles and postal services, plus the airwaves over which wireless devices operate. Ofcom operates under a number of Acts of Parliament, including in particular the Communications Act 2003.

ASA: The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. ASA applies the Advertising Codes, which are written by the Committees of Advertising Practice. AS includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.

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The younger generation usually embrace social media a lot more than older people. Dove has created an extremely positive social media presence by focusing on real, inner beauty. Dove’s mission is to create “a world where all women feel confident in their beauty.” Dove has also made the brand social media friendly as you can promote the brand online through hashtags on Instagram and Twitter, tweeting about the style of various different adverts for the campaign and you can also share individual videos on Facebook and Twitter that matter to you personally.

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The legal and ethical side to this campaign is making sure no nudity or strong language is used during this advert as the advert is expressing how different women feel empowered by their different job no matter what size, colour or gender they are. The advert also has to make sure it is suited to all different races and gender who view the advert.

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In this advert Dove is not targeting a particular product that their brand sells they are targeting all Dove products. This shows that Dove is not only promoting all different types of women its also showing that their products are for all women too.The unique selling point of this campaign is the way Dove have used all different types of women no matter what size, ethnicity or type of Dove product they use daily. Even the Dove logo represents sophistication and peace within the brand. Dove are always thinking outside the box in ways to show off what real beauty is. For example;

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In the promotional advert we see Dove breaking the stereotype of what a women 'should' look like. It is also breaks the stereotype of the job role of a women and how "women should be in the kitchen". Before 1970's women should not; Compete as an athlete in the Olympics, get a credit card for their own money or celebrate International Women's day. This advert shows that women can do anything and how far the gender has come omen since the 1970's.

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Dove's campaign of real beauty draws away from stereotypical image of the "perfect body"'. The perfect body is stereotypically seen in the media as skinny between the sizes of 4-6. They are also predominately shown as a tall, white female with blonde hair. An example of this is Victoria Secret Model's who mainly promote underwear on stereotypically perfect women. Dove is constantly channelling the stereotype of real beauty, and portraying that as a women beauty isn't just about what is on the outside, it can also be about your character and career and what you aspire to be in the future. As a woman, I feel Dove does a great job of expressing that it isn't all about comparison even the media does its best to make youthunk you need to look a certain way, Dove breaks that cycle by standing up and saying its okay to be you and as long as you're confident, any type of beauty is real beauty.

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As for online, the brand have various different ways of promoting the product directly towards women shown throughout videos and exploring beauty amongst different women online in promotion of the brand and products used by various women. Personally, I think this shows to me that Dove are not only trying to target older women but the younger generation to.

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The target audience for this entire campaign is aimed at women. From old to young, different ethnicities and sizes.  The audience can access the campaign through various different ways e.g via television adverts. The brand decided to advertise the campaign during primetime TV on popular channels such as Channel 4 and ITV. They decided to advertise this advert between the hours of 7-9pm, an hour where a lot of women and mothers are usually at home and getting ready for an evening of soaps e.g. Coronation street and Emmerdale. This is evidence of an older target audience specifically mums who may be body conscious after having a child. The advert below shows women of all different ages and sizes that real beauty is what you make it, therefore the brand has to appeal to all different kinds of women and that they aren't just meant to look a certain type of way.

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The object of this advert is to target the different types of women that may use Dove products and what makes them feel like a "woman". The objective is also to show that even though the women in this advert have had various things said to them that may knock their confidence, they have still come out on top because they know who they are and "their beauty is on their own terms".
I think as this is a global campaign for Dove, the brand are being able to challenge all different types of audiences as there is a Dove India and China etc. I also think the objective is to start conversation about the controversy of different types of woman used throughout the online and television adverts. I think what makes the campaign interesting is that not many brands will use females of all different shapes, sizes and backgrounds. This also could be used as a shock factor for Dove to make people more intrigued. This can be shown by the advert below where all different women are fighting back towards stereotypes. I feel this makes the campaign not only stand out on a platform such as television but also with a younger online audience which will get people talking.

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The Dove #MyBeautyMySay campaign is to sell Dove as a brand and it's also about exploring different areas and types of beauty amongst various women.
I think Dove is specifically trying to expand the brands target audience whether that be age or gender by asking questions, challenging the stereotype of women all across the globe and how females can grow confidently in the future no matter what shape or size you are. I think the Dove campaign can also make men see women in a different light as for years women have been stereotyped as the domesticated housewife for the comfort and pleasure of a man, the dove campaign is challenging that stereotype by showing on various platforms such as Youtube, Television and Social media women confidently expressing themselves in different jobs and the clothes they want to be wearing. I feel this campaign is relevant to not only our generation but to the future generation of females as it will give them confidence to express themselves confidently in whatever job or hobby they have but most importantly in their appearance.

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Dove | Beauty on your own terms #MyBeautyMySay

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Somewhere along the way, it has become the norm to judge women based on their appearance and use their beauty against them. With the #MyBeautyMySay campaign we feature stories of amazing women who stood up for their own beauty.