My artifact is an online banner advertisement from Dove. It is part of Dove’s Real Beauty Campaign. This campaign address mainly women, although its concepts can be applied to men. The main purpose of this campaign is to raise women’s self esteem. Dove has been running its’ real beauty campaign since 2004. Previous to the campaign Dove made a worldwide study and found that only 2% of women describes themselves as beautiful. Since then, Dove has taken the initiative to challenge beauty stereotypes posed by modern day models. Their goal is to make beauty a sense of confidence.

The tone of this artifact is empowering. The whole point is to empower women to be confident in their skin, widening the definition of beauty. In this advertisement 11 middle aged women of different colors, shapes, and sizes are portrayed underneath the words “Dove Real Beauty Campaign.” This goes to show that there is no set definition for beauty, beauty comes in all different shapes and sizes.

The campaign appeals by pathos. It uses emotional appeals to persuade women that they are beautiful. It shows women who are happy with different appearances, demonstrating that they are happy in their own skin and you should be too. The campaign also appeals by ethos, credibility, because since Dove is such a large and lucrative company, people assume its campaign is something worth listening to.