Dove's campaign for Real Beauty features women with imperfect bodies modeling in advertisements for skin and hair care products The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for similar products that use professional models.

Question

Quizplus · Accepted Answer

The use of imperfect bodies in Dove's campaign challenges traditional beauty norms and may reduce the negative social comparison that occurs when consumers see perfectly airbrushed and professional models in advertisements. Therefore, the nature of social comparison is likely different between Dove's campaign and advertisements that use professional models.

Dove's Campaign for Real Beauty Features Women with Imperfect Bodies