The Dove

The Dove: Legacy Campaign is a movement promoting self-esteem. Self-esteem describes one’s opinion and judgment of self-worth. The Dove Self-Esteem Project began in 2004, encouraging confidence through a self-beauty campaign. Self-beauty is how one perceives their beauty in a certain way whether it is negative or positive. In 2014, the ad campaign was released on September 30th and launched on October 9th at the United Nations. The main focus of the selected video is not just ensuring happiness for today, but also for many generations to come. The objective of this ad is showing how the opinion of a mother can affect the opinion of her daughter. An appropriate balance of ethos, pathos, and logos is used to persuade the audience with the elements of exigency: claim, support, and assumption.
The ad concerns five different women and their daughters. Mothers and daughters provide lists containing what they love and hate about their bodies. The moms explain this by describing their features as “big legs,” “wonky eyes,” “bingo arms,” and other areas of their bodies they do not like. Similarly, the daughters’ lists contain the same features. In other words, the mothers’ views of their bodies affected their daughters’ views of their bodies. The daughters were just repeating what they heard their mothers say. This explains, "Self-worth and beauty, it is an echo. It can echo from me to them, and from them to others"(What Will Your Beauty Legacy Be). Finally, the mothers and daughters agree on something they like about their bodies. The children state, “I like my face because it is smiley and I like my legs because they are good for running” (Dove: Legacy). Through the mothers using the daughters positive comments the mothers are now able to see their bodies in a different way.
The assumption, which is why the author chose a specific group for this campaign, is represented as gender, race, and age. The major focus is females with all types of nationalities. This is portrayed