Through the media's tricks and the fashion industries cash they have led us to believe that we are never good enough. That there is always something wrong with us and no matter what we do we can never achieve that utter perfection that they have led us to perceive. Through the use of rhetoric they have altered our perception to one that benefits them. But does the beauty industry really benefit us in anyway? Or does it evoke us to essentially kill our bodies by trying to be as skinny as we can be, or kill your body with products harmful to ones health. Dove’s advertising campaign attempted to break this trend and ultimately change the face of beauty industry, as we know it by expanding the narrow idea of “beauty” to include all they could promote a healthier image and change the perception of women.

They say beauty is in the eye of the beholder but why is it that we allow beauty to be defined by the media? Dove’s overall idea for its campaign was to show how there were a wide range of beauty and not just one narrow minded version of being beautiful. The media and beauty industry has people so controlled where they can constantly change the image of beauty to suit their financial gain. We see it in fashion how one color is in one month and out the next because if left stagnant no profits would be made. They back up these changes through use of rhetoric in their advertising so in return what dove intended to do was to use rhetoric in the same way and change the perception of women and beauty. By using ethos they could gain their trust then with pathos appeal to their feelings and then finally use logos to make them understand that by be being healthy you will feel better about yourself. Once the stigma is broken it will become way of life because that is how people work. If you can get them to do something and break through to them and change them it eventually begins the norm and this is what dove attempted to do. Create a new norm of a healthy image and change how the masses perceived beauty.