DOVE: EVOLUTION Michael Brooks, Stephanie Esparza, Christopher Tamou, & Victoria Whitford

ANALYZE THE CONTENT Organization?  Dove Motivation?  To show that the idea of beauty has been skewed and women are held to very unrealistic standards Purpose?  To raise awareness and reestablish confidence in women Audience?  Everyone

ANALYZE THE CONTENT Larger Conversation?  Women are portrayed as objects of sex  Go to extremes to have the body that society deems perfect  Unrealistic expectations take a toll on all women’s self-esteem

ANALYZE THE TACTICS Main argument?  Women in mass media, entertainment, and television personify a standard of beauty that is impossible for women in reality to obtain Expectations of presentation?  Would be expecting to see a transformation to occur Rhetorical appeals?  Ethos, Pathos, and Logos Style and Tone? Welcoming vs. Offensive?  Simplistic style and serious tone  Welcoming, enlightening

ETHOS Dove is a well-known reputable brand for skin care products that has been established for a long time, and it is a name that people trust Used to show the actions performed by the company that alter the woman’s features in order to falsify the sense of beauty  Author represents themselves as an omniscient third party  Author could have something to gain by defaming their competition, giving them a chance to sell their products in the same manner.

PATHOS Creates a sense of astonishment that people are capable of going so far in editing Used to implicitly depict the negative feelings about women and their looks  attempts to invoke an emotional response in order to enlighten the public by using a false image of a woman to illustrate the lengths major company’s will go to attain profit

LOGOS Not the predominant rhetorical appeal used Logically makes sense for companies to portray their products in the best possible way to increase their sales  Beneficial to dove to do this because it creates trustworthy bond between them and their customers

BEFORE AND AFTER PHOTOSHOP

CONCLUSION Was rhetoric used effectively?  Authors effectively communicates message to audience What was learned about rhetoric?  Rhetoric can be used to persuade people to view issues differently  Rhetoric is a tool used to inspire people to challenge today’s mainstream problems  Rhetoric can affect people so strongly even when no words are spoken

DISCUSSION QUESTIONS How are you going to react to the next ad you see?