Erica Ford

Media Ethics Cases

1. Summary of Case 3-G: In the Eye of the Beholder: Doves Campaign for Real Beauty
This Case breaks down the beauty campaign launched in 2005 by Dove. This
campaign showcases women that stray from the typical body types seen in
advertisements. The types of ads that were broadcasted are explained within this
Case. Also, reviews from viewers are seen.
2. Micro Issue: Using the TARES test outlined in the chapter, how would you evaluate
this ad?
Truthful? I believe that the ad claims in the Dove campaign are truthful, stating
that every body shape is beautiful. I believe that they are trying to deliver a new type of
truthfulness within oneself, stating that every woman should believe they are beautiful.
Authentic? I believe the claim is authentic. I believe that it is breaking away
from the mold, causing some to feel it is unrealistic, but it is authentic in the sense that it
is how is should be. They are doing not only the right thing, but doing so with the right
attitude.
Respect? I believe the ad treats all receivers with respect, showing that everyone
is beautiful. Some may perceive this as disrespectful being that the model sizes stem
from 6-14, leaving out those who are very small or very large, but I believe most viewers
understand the attempt being made.

Equity? I believe equity is seen between the sender and the receiver, because the
ad seems fair to both parties. It is showing that society is slowly becoming more
accepting of all body types, which is fair to all.
Socially? I believe the ad is socially responsible. It may not be what every likes
to see, or is used to seeing, but it is not, by any means, irresponsible. It is a break
through, and some may perceive that as irresponsible, but it is necessary.
3. Midrange Issue: What role does stereotyping-specifically about beautiful women-play
in the creation of this ad? Is that use of stereotyping ethically distinct from ads that
feature more tradition models?
This ad was created solely because of stereotyping. If it werent for stereotyping,
this would not be an issue. Every woman would be seen as socially accepted, but they
are not, because of social stereotyping. Most ads seen, whether via television, billboards,
or magazines, showcase models with the ideal body shape. Ethically, it is not fair to
narrowly show only the ideal sized woman, especially because most of the women in
society are not of that ideal size. We have been taught to be accepting of thin, and Dove
is attempting to break that mold and show that ethically we should not be so narrowminded. With that being said, this ad is on the other end of the spectrum of ads, but in a
positive way.
4. Macro Issue: Examine the literature on eating disorders. What role do you believe ads
play in the development of those disorders? How important is advertising compared to
some other influences?
Media plays a big role in the growth of eating disorders. Many women see what
they are supposed to look like in order to be viewed as beautiful in ads, and take away

only the message that they do not look good enough. This, in turn, causes many to turn
to different forms of eating disorders. Advertising is extremely important compared to
some other influences simply because ads are typically the root of other influences.
Bullying stems from ads because people see what others are supposed to look like and
harass them if they do not fit that standard. If it werent for negative messages perceived
through advertisements, I believe the number of eating disorders would drop drastically.