Dove Perfect Curves (30 sec)

Although to the average eye this advert may appear to be empowering for women through the use of the “average” sized woman , showing off their curves , this advert in my opinion does quite the opposite representing women in a sexual manner subordinating women.

The use of blow up exercise balls can be used to connote the ideology that women are merely play-toys to the dominant groups within society such as the typical white middle-class male. This prop is used throughout the advert and in a number of close up shots with the women sitting and/or bouncing on them.

An example of this is at 0:06 seconds into the advert where there is a close up shot used of the women’s bottom and lower stomach whilst bouncing on the ball to demonstrate the desired ‘elasticity’ received through using the product. Although this can appear as a innocent shot, the shot may also be seen to show the woman in a provocative position in slow motion aiming to lure in the male gaze and gratifications for men so they will go out and buy the product for their partners/wives etc.

As well as this there are a series of shots of 3 women standing together in their underwear comparing their bodies with one and another , playing with the exercise balls and getting very close to one and another which could reflect male fantasies .

Although the adverts claims to “campaign for real beauty” and aims to empower women I belive that the advert shows women negatively as though they are simply objects of which are existing to entertain men.