Dove mission

 'The good mother' stereotype 

  1. Over many years, the media has constructed a societal stereotype of the mother as a woman who cooks, cleans, cares for her child and is happy and fulfilled in this role
  2. The 'good' mother is also calm, glamorous, loving and organised 
  3. Her children are well behaved, polite and obedient 
  4. Her realm is the home/kitchen and things go smoothly for her. She is wise and in control, she is the matriarch in her domain
Doves mission

Dove are trying to bring awareness to the issue of toxic beauty standards being pushed to young girls on social media, making them feel bad about the way they look. Dove are highlighting how girls think negatively about themselves when others don't think that.






























Associative advertising - dont appeal to the features of the products itself, instead they correlate the product with an activity or lifestyle (DOVE with body positivity)
















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