Communications and Society blog: By and for students in Marist COM 201

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Life is not always as it seems: “Evolution”-a Dove video

with 3 comments

Last year, it was brought to my attention about a new video that Dove created, called “Evolution.”  I watched the video on and was amazed at how something so real could be dramatically altered.  Although make-up slightly changes the way a person looks, the computer is really the enermy here.

“Evolution” shows how a young woman is transformed for a photo shoot.  In little over a minute, the woman changes before viewers eyes into a different person through hair, make-up, airbrushing, and other computer-aided alterations.  Computer touches enlarge her eyes, elongate and slenderize her neck, and make several other changes to her orginal picture from the photo shoot.  Through this short video, it’s eye opening to see how media is not always truthful and everything is not as it always seems.

Written by meghan1barbour

September 16, 2009 at 10:18 pm

Posted in Uncategorized

3 Responses

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  1. I’ve actually seen this video before too, last year, and it was mentioned in my social psychology class. We talked about how much the media dictates what we think is “normal” or “desireable” yet all the pictures we see in the media have most likely been doctored. It becomes a question of how much the media mirrors what society wants to see and what the media actually conjures up to promote its specific ad campaigns.

    Although this video was undoubtedly viral and spread quickly on sites such as youtube, there have been many unexpected responses about it.

    Here’s a great quote from an article on the campaign:

    “…It also appears on Dove’s Web site, where it concludes, “Every girl deserves to feel beautiful just the way she is.”

    Every girl certainly wants to, which explains the popularity of Dove’s campaign. There’s only one problem: Beauty exists, and it’s unevenly distributed. Our eyes and brains pretty consistently like some human forms better than others. Shown photos of strangers, even babies look longer at the faces adults rank the best-looking. Whether you prefer Nicole Kidman to Angelina Jolie, Jennifer Lopez to Halle Berry, or Queen Latifah to Kate Moss may be a matter of taste, but rare is the beholder who would declare Holly Hunter or Whoopi Goldberg—neither of whom is homely—more beautiful than any of these women.”


    September 21, 2009 at 3:08 am

  2. I have also seen this commercial a year or two ago. I was in complete amazement while watching it. First I was stunned with the hair and makeup aspect, but I was in even more shock once the computer special effects came into play. The final words that appear on the screen, “No wonder our perception of beauty is distorted” are a part of the message of the commercial.

    This commercial also reminds me of when Kelly Clarkson’s All I Ever Wanted CD was released last March. She openly admitted that her image on the cover was airbrushed and photoshopped, however, it did not matter to her.

    Katie Meena

    September 21, 2009 at 10:24 pm

  3. Here is a really provocative, somewhat critical take on the Dove Real Beauty campaign from Salon magazine (published a couple years ago, but the points still hold.)

    And hey look! Here’s another, similar article from Slate.

    Also thought-provoking. “There’s a dirty little secret here. Because, in the end, you simply can’t sell a beauty product without somehow playing on women’s insecurities. If women thought they looked perfect—just the way they are—why would they buy anything?”


    September 21, 2009 at 11:34 pm

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