Assignment #2 – Chapter 6 | Dove Real Beauty Sketches

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Assignment #2 – Chapter 6 | Dove Real Beauty Sketches
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Assignment #2 – Dove Real Beauty Sketches (Chapter 6)
READ Chapter 6 in the textbook.
VIEW the video (click on the link above): Dove Real Beauty Sketches | You’re more beautiful than you think
Link https://www.youtube.com/watch?v=litXW91UauE
REVIEW The case below.
SUBMIT the assignment by entering your responses (answers only) in the text box below. Write 2 pages, apa. Reference the video and book chapter.
DEADLINE 11:55 p.m. on Monday, July 22, 2019
Turn in the assignment by answering questions in the text box below.
Dove’s “Real Beauty Sketches” campaign has officially gone viral. If you haven’t seen it already the ad depicts an FBI forensic artist named Gil Zamora sketching women (that he can’t see) by the way they describe themselves. He says things like, “Tell me about your chin,” to which these women depressingly reply, “It kind of protrudes a little bit, especially when I smile,” or “My mom told me I had a big jaw.” Then strangers sit down and describe these same women to Zamora. The resulting sketches—the ones based on strangers’ descriptions—are ultimately more attractive and look more like their subjects than the ones based on self-description. The idea is that women are too critical of themselves. The tagline: “YOU are more beautiful than you think!”
THE ORIGIN OF THE IDEA
The company got a simple and ambitious brief from our clients: Make women feel better about themselves. Back in 2007, when Dove won the Cannes Grand Prix with “Evolution,” the “Real Beauty” concept was a completely different point of view from the entire beauty industry. Now that the Campaign for Real Beauty has been established, they decided to talk straight to women in a more intimate, personal way. According to statistics, only 4% of women feel good about themselves across the globe. They decided to do something that would move the other 96%. “From the very beginning, we tried to look for an idea that could actually prove they are wrong about their self-image. An experiment. We had several ideas, but “Real Beauty Sketches” really stood out”.
There’s a lot of merit to the clients, because they didn’t approve a script; they approved a social experiment.
FINDING THE BEST ARTIST AROUND
Dove did extensive research to find the best sketch artist out there. “When we found Gil Zamora, and he told us about his drawing technique by asking questions, and we saw his style and personality, we knew we’d found the right guy. He got really excited about the project and he was crucial for the campaign. There’s something really powerful when you bring together two elements from completely different worlds: an FBI-trained sketch artist and women’s self-esteem”.
CASTING THE WOMEN
The participants where selected through a normal casting session. Dove looked for women from different ages and ethnicities. And women that could represent well Dove’s concept of “Real Beauty.” The strangers were also selected through casting. The goal was to find nice, easygoing, outspoken people, who could quickly befriend someone and would be able to describe that person later.
DIRECTING THE SHOOT
The shoot took three days in a loft in San Francisco. Gil would draw a woman describing herself in a day and then draw the stranger describing the same women on a different day. Gil would never really know who exactly he was drawing. The project was shot by John X Carey from Paranoid US. He was the perfect director for the project. He shot it in a beautiful documentary-style way, capturing all the right emotions on camera.
WHY IT WENT VIRAL
The project went viral mainly ‘because it moves you, because it makes you think, because it’s based on a true insight’. Most ads today don’t evoke any clear emotion, they just communicate a particular product or service benefit. Dove wanted to do something really emotional. ‘Most women cry when they watch it. But not only women; men, too, because they think about their mothers, sisters, and daughters’.
RESPONDING TO CRITICS WHO SAY THEIR DEFINITION OF BEAUTY IS TOO NARROW
What really matters is that people are spreading quickly the message of “Women: You’re More Beautiful Than You Think.” It’s an important and necessary message to put out there. Dove’s creative team says, ‘We feel really good about it. Because right now, some woman, somewhere, is watching this film and feeling better about herself’.
Source: Fast Company https://www.fastcompany.com/1682823/the-story-behind-doves-mega-viral-real-beauty-sketches-campaign (Links to an external site.)

Questions
1. Discuss the various types of “selves” that consumer researchers have identified? How do they affect your behavior?
2. Why were two sketches of the same person different? In what way were they different?
3. How does your family play a role in shaping your self-esteem? Did you hear hints of family influence in the interviews with the women in the video?
4. How does our appearance and our attitude towards our looks impact in our lives?

 

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