The objective of this ad is showing how he opinion of a mother can affect the opinion of her daughter. An appropriate balance of ethos, pathos, and logos is used to persuade the audience with the elements of exigency: claim, support, and assumption. The ad concerns five different women and their daughters. Mothers and daughters provide lists containing what they love and hate about their bodies. The moms explain this by describing their features as “big legs,” ‘Wonky eyes,” “bingo arms,” and other areas of their bodies they do not like.
Similarly, the daughters’ lists contain the same features. In other words, the mothers’ views f their bodies affected their daughters’ views of their bodies. The daughters were just repeating what they heard their mothers say. This explains, “Self- worth and beauty, it is an echo. It can echo from me to them, and from them to Will Your Beauty Legacy Be). Finally, the mothers and daughters agree on something they like about their bodies. The children state, “l like my face because it is smiley and like my legs because they are good for running’ (Dove: Legacy).
Through the mothers using the daughters positive comments the mothers are now able to see their bodies in a different way. The assumption, which is why the author chose a specific group for this campaign, is represented as gender, race, and age. The major focus is females with all types of nationalities. This is portrayed in the campaign by having a black, white, and Asian mother and daughter. The ages also vary because the daughters’ ages range from seven to ten. The campaign’s motto states “Our mission is to improve the self-esteem of more than 15 million girls and young women by 2015.
But we need your help” (What Will Your Beauty Legacy Be). Dove seeing that 4% of women worldwide think they are beautiful ND 6 out of 10 stay away from interactions with the public, supports exigency (What Will Your Beauty Legacy Be). Exigency is used to help support the statistics of the data that was obtained from this campaign. Therefore something had to be done, so Dove took the initiative to start a campaign. This campaign has become effective because of the involvement of mothers, parents, and experts. The workshops created for girls to understand this concept of positive self-image is increasing self-confidence.
The lack of self- confidence affects women’s lives even through sports, social life, school life, and even having personal opinions. Through encouraging beauty in a positive way, more than eleven million girls have been affected (What Will Your Beauty Legacy Be). Dove is inviting all women to join its campaign. They want body image to be seen in a positive way. Ethos is the appeal of the speaker’s credibility. Although celebrities are not used in the ad, the women and children are used as convincing sources.
The campaign depicts middle class women who have jobs, families, and problems. In this way, it makes the campaign more credible. Dove claims, “We are real women picked practically off of the streets” (What Will Your Beauty Legacy Be). These women can also be viewed as role models enabling confidence because they are relatable to most women. Because Dove is using these credible women, they are also saying that the product is credible. If you can trust these women who use this product, then you can trust the product. Pathos refers to the emotion.
It shows the authors’ appeal of women within the campaign therefore one can relate, through feeling a need to help women who lack self-confidence. For example, “someone is standing up for real women and trying to break the stereotype; this can have a very strong impact. Women may not feel so embarrassed because finally there is someone who is sympathizing with them. Someone is out there saying for them that this is how I look, this is who am, and that is just fine” (Matthews). The campaign enables the audience to feel an emotion towards the women who lack self-confidence.
This campaign is captivating because the emotion the mothers portray is very passionate. A deep connection is obtained for the moms who struggle with body image. Also, the daughters help the audience feel a sense of sadness because these young girls perceive problems about their body image at a young age. An emotional issue is the women’s weight and body image. Therefore, this ad enables a sense of pride through self-confidence. Logos refers to the writers’ purpose. Logos is used in this campaign by describing the purpose of the Dove Legacy campaign.
For example, “The Dove brand is rooted in listening to women. Based on the findings of a major global study. The campaign started a global conversation about the need for a wider definition Of beauty after the study proved the hypothesis that the definition of beauty had become limiting and unattainable. ” (What Will Your Beauty Legacy Be? ) Due to Dove promoting self-image, they are also promoting the product. By having a averse group of people they are also making the connection to their product for many kinds of people. Logos is also used with how the ad was set up.
The ad is a two minute and fifty-four seconds video in length. With having an ad of this time frame, a complete interpretation of the message is gained. Additionally, the composition of the ad is primarily focused in a home. Some scenes are in the kitchen, on the couch, and outside in the back yard. The site is depicted very well through knowing the audience. This also aids in getting the campaigns message reached. In essence, The Dove: Legacy Campaign is a movement promoting self-esteem. The motto states, “Our mission is to improve the self-esteem Of more than 15 million girls and young women by 2015.