So why has the campaign, whose major innovation was to use ads that featured real women rather than airbrushed models or celebrity spokespersons, sparked so much controversy? This message was delivered through a variety of communication means, including TV commercials, magazine spreads, talk shows, and a worldwide conversation via the Internet. Despite the immense popularity and commercial success of the campaign, it has also been subject to much criticism. How many of the ads you enjoy or at least tolerate actually reinforce stereotypes , or contribute to lowered self-esteem? It is an issue worthy of reflection. One of the greatest achievements of the Dove campaign is that it initiated a global conversation to widen the definition of beauty. The main issue being targeted was the repetitive use of unrealistic, unattainable images, which consequently pose restrictions on the definition of beauty. Dove sought to change the culture of advertising by challenging beauty stereotypes ; they selected real women whose appearances are outside the stereotypical norms of beauty e.
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